WOLNZACH, Germany, July 15, 2016 /PRNewswire/ --
Together with hop growers from Germany, HVG Hopfenverwertungsgenossenschaft e.G. is launching a campaign for European products, and particularly German hops, in China.
(Logo: http://photos.prnewswire.com/prnh/20160714/389668 )
Beer: a beverage that is strongly associated with Germany. But it is not only Germans who love their beer - the barley brew also enjoys great popularity in China. China is one of the biggest beer markets worldwide and is in constant competition with the US in terms of world rankings. HVG Hopfenverwertungsgenossenschaft e.G. recognizes this potential and is currently active on the Chinese market with a three-year information campaign cofinanced by the EU. Together with the hop-growing associations from the German growing regions of Tettnang, Elbe-Saale, and Hallertau, as well as the producer cooperative HVG Spalt, the campaign led by HVG Hopfenverwertungsgenossenschaft e.G. explains the merits of European products and particularly the high quality of German hops, and provides information about their labeling.
Demand for hops in China is on the rise: Germany sold more than 1,000 tons of hop pellets to China in 2015 alone. Hops from Germany fulfill important expectations in terms of food safety, quality, and control. Almost 100 percent of German hops fall under the quality regulations of the European Union, such as the protected geographical indication (PGI) or protected designation of origin (PDO). Chinese brewers can now use this clearly identifiable advantage to offer their customers beers with primary flavor ingredients of certified quality and origin that can be transparently and fully traced. The attributes of these hops make all the difference between conventional products and certified European quality products.
From the diverse spectrum of German hop varieties, classic aroma hops are used to produce very mild and fine aromatic beers for the Chinese market. For the emerging craft beer market in China, special flavor hops from Germany deliver intense and exotic taste experiences, which are ideally suited for the production of special and unique beers.
While the first two years of the campaign cofinanced by the EU predominantly addressed the decision-makers in the beer industry, the third year of the campaign will focus on consumers too. The campaign primarily targets the metropolises of Beijing and Shanghai, during which brewers and beer lovers will be exposed to the relevant advantages of European products - especially German hops - in a number of different ways. The planned measures include a media campaign with a newly designed logo on the Internet and in periodicals. Specialists from the beer industry and beer lovers can find all the information they need about European quality products and German hops at the website www.DeGuoPijiuhua.eu. Those who want to have a look for themselves are welcome to visit HVG Hopfenverwertungsgenossenschaft e.G. in China at the 12th China Brew China Beverage trade show (CBB 2016) from October 11 to 14 in Shanghai, in Hall W1. There will also be an information event about German hops at the fair on October 13, 2016 - a date all beer lovers should remember.
Contact: Thomas Erdmann, Press Relations, +49(0)62133840-754, E-Mail: t.erdmann@trio-group.de
