While China's beer consumption is rising higher than in previous years, the situation of the world beer industry is gradually becoming clear - hops will enter an era of comprehensive shortage.

Hops picked during the best harvest period have to go through a series of deep processes such as cold drying, roasting, re-damping, packing, and refrigeration before they can be sent to various breweries – scientists have discovered that it is during the roasting stage that the diseased genes of hops are "awakened", which seems to verify that it is an infectious disease induced by climate change.

But to screen out diseased hops from piles of refrigerated hops through genetic verification is basically the same as a fool's dream, and the prescription prescribed by the scientific community for the hop plantations with symptoms of the disease is that there is no way out, just overturn it and start over.

The problem is that 40 per cent of hop plantations are the most infected and must be reinvented, and 15 per cent have a significant risk of disease...... This means that the world's hops can also be sure that they will be in short supply for a long time.

The price of hops has risen by 800% for some varieties, and some varieties have been completely out of stock. There are no affected plantations in Australia and South Africa, which are currently scheduled for 2020.

This has forced brewers large and small to show their talents.

Giants are doing everything they can to increase hop procurement, some food labs are trying to breed specialty yeasts, claiming to free beer brewing from the yoke of hops, and another American brewer is "making the most of it" by simply using "diseased but harmless" beer peanuts to produce "smelly" beer......

As a result, a set meal known as "the unbearable stench of life" appeared—drinking a "stinky" beer that exudes a strong pungent taste, eating raw canned herring that smells foul due to natural fermentation and tastes a little sour, and a durian dessert after the meal......

Wardday, even the most tolerant of beer styles, is rarely able to withstand such a "heavy taste".

Netizens from all over the world have ridiculed, just imagining, it's suffocating, no matter how much the love for beer can stand the test, it can't take a sip of "smelly" beer - people who don't like to drink beer can at most complain that this is "urine", if it's "smelly" beer, it's like "urine" mixed with shit, vomiting...... I don't dare to think about it.

Well, the only advantage is that in addition to having some fun for drinkers from all over the world who are suffering from the rising price of beer, it also makes the beer giants who have a large number of "diseased" hops completely dead and send all the "diseased" hops to the destruction workshop.

At this point, the stock prices of all beer-related listed companies plummeted, and panic was inevitable in the beer industry.

The first to suffer was the booming "craft" beer industry, which was hyped up in concept.

"The closure turned into a shutdown. ”

"thelastgoodbye" ......

"The wine is gone, but the spirit is always ......"

Around the world, a large wave of small craft beer factories declared bankruptcy, kicking off the brutal beginning of the industry reshuffle war.

As it turns out, scale is still the lifeblood of the industry.

In other words, one of the main purposes of the expansion of human business organizations is to integrate upstream and downstream and unified markets to further strengthen the competitiveness of price and quality - this is vividly reflected in the beer industry.

The development of craft beer, whether it is the acquisition of scarce raw materials, the control of process costs, or the ability to deal with market risks, is not as advantageous as multinational beer groups.

When the price of raw materials is soaring, those beer giants completely divide or monopolize the remaining raw material resources in the market, leaving small brands with almost no way out.

Of course, even a behemoth like AB InBev is not easy.

The reluctance to cut production has forced them to shrink their power – some regions with low profit contributions, such as the Asia-Pacific region, have been forced to abandon them, and supply limited capacity to important profit pools, such as the United States......

No matter what kind of struggles beer merchants big and small have, one thing is recognized by the industry, that is, the Chinese beer forces led by Qingyuan Beer can't wait to pass this war and erect the image of emerging leaders!

The world's top beer giants, who were supposed to react most violently, were caught up in a tug-of-war with Kaya before they could express their anger.

Several beer giants can't afford to rush. First, because they still have more or less inventory to support, and secondly, they don't want to be cut off too much meat by Jiagu - if they just spend money, they are willing to accept it no matter how much money they spend, but if it is "luring the wolf into the house", they can't help but hold on.

Jiagu is not in a hurry because ......

"We're in a hurry. The great thing about being in the alcoholic beverage industry is that people tend to drink when it's good, but they also drink it when it's bad, and even want to drink it more. Qi Zheng scolded with a smile.

In the midst of changes, He Changchuan, who has been in high spirits recently, said excitedly: "You are right, the longer it drags on, the more room for AB InBev and them to shrink, and the easier it will be for us to break through new markets." ”

It's important to know that, unlike many other global markets for food and beverages, beer consumers are more loyal to local flavors and national brands. As a result, it is rare for a beer to sell well all over the world.

"To put it mildly, compared with AB InBev, Qingyuan Beer ...... Barely a middle school student, and the rest, at most, can only be regarded as a primary school student. Pushing AB InBev and them a little harder, this is the last step I will take to send you on the ship, and I hope that in ten years, I can see that the crown of the world's beer king belongs to China!" Qi Zheng said very seriously.

This "you" not only includes Qingyuan Beer, but also other mainstream beer manufacturers in China.

It is nothing for Chinese beer to grab the Chinese market, and it is awesome for Chinese beer to make money all over the world. Qi Zheng has broken the ceiling of the global beer landscape, as for how much money can be made...... It's up to each of them to do what they do.

He Changchuan was excited. Once upon a time, Qingyuan Beer was still fighting hand-to-hand with a regional branch of AB InBev in China, and after going to sea, it was suppressed in the Asia-Pacific region and could not enter, but now, it has the opportunity to fight for the whole world!

While other domestic beers are currently showing fierce growth in overseas markets, such as Tsing Beer's sales in South Korea, which increased by 30% year-on-year, Snow Beer has signed an agreement with British Breweries to secure exclusive sales and distribution agency rights for Beer in the UK and Ireland through dine-in and supermarket channels...... But he was not afraid.

Qingyuan Beer has obtained nearly 30% of the market share in the domestic market, 40% of the market share in South Korea, and 45% of the overall market share in Southeast Asia...... In this industry that wins by volume, Qingyuan Beer's standardization, cost and distribution capabilities are more advantageous, and if this can't win, he simply finds a piece of tofu and kills it.

There is more than one domestic brewer on board, but Qingyuan Beer must be the first to ride the wind and waves.

......