Please enjoy the following summary from our latest newsletter reporting on the recent Export Development Program activities.
November 2011 Newsletter 
Research Study on Indian Craft Beer Market now Available
The Brewers Association’s Export Development Program (EDP) received funds from USDA’s Emerging Markets Program earlier this year in order to commission a research study examining the Indian craft beer market. A few U.S. craft breweries are already exporting to India, and there has been recent activity within India’s own craft beer industry with brewpubs opening more frequently.
EDP Enjoys Significant Presence at GBBF
The Great British Beer Festival was again a signature component of the EDP’s summer activity schedule. The BA coordinated a shipment of bottle samples from 20 EPP member breweries, which was in addition to over 120 casks shipped over. The casks were coordinated directly by CAMRA for the festival. Together, the US bottle samples and casks provided a substantial presence for US craft breweries at the festival. In fact, the United States was, for the most part, given its own bar/booth at the festival. This was a departure from past years in which all foreign beers were grouped together in a large Bières Sans Frontières space. This year, with growing international participation, the festival organizers divided the foreign beers among 5-6 different spaces. The United States was paired with Australia, New Zealand, Japan, and some northern European countries but these all had few submissions. The space was essentially reserved for the United States.
US Government Helps BA Maintain Exposure for Craft Beer in China
As reported in the last Issues Review, the EDP had a booth at the SIAL trade show in Shanghai in May, and conducted educational seminars in Shanghai and Beijing. Since then, U.S. agricultural trade officials in both cities have helped maintain exposure for the U.S. craft beer industry and for the BA using leftover samples from the earlier events. In Shanghai, the BA donated left over samples to the U.S. government’s July 4th reception at the Consulate General. U.S. craft beers generated significant attention, including among a few wine importers that expressed interest in certain brands.
BA Also Teams Up With U.S. Government at TasteUS Culinary Festival in Toronto
Through the EDP, the BA arranged for beer donations for the TasteUS! Culinary Festival in Toronto, Ontario. TasteUS! is an annual event hosted by the U.S. Agricultural Trade Office. It is a showcase of U.S. food and beverage products exported to Canada. This year, the event was held at the Hockey Hall of Fame in Toronto. U.S. Ambassador to Canada, Peter Jacobson attended the event and shared a beer with acclaimed beer writer, Stephen Beaumont.
Ontario and England are Focus of GABF Seminars
Exposure for U.S. craft beers in Toronto in September (above story) came at a good time. Coincidentally, the BA was already in discussions with Chris Robertson, Director, Spirits & Beer, for the Liquor Control Board of Ontario to speak at the annual GABF EDP seminar. Chris reached out to the EDP to express interest in visiting the GABF and meeting with representatives of U.S. craft breweries wishing to export to Ontario. According to Chris, consumer demand in Ontario for U.S. craft beers is extremely high and the LCBO is seeking to respond to that demand by expanding the number of U.S. brands it carries. Though there are certain specific brands of interest to the LCBO, the organization is willing to look at products from any EDP member interested in that market. Moreover, according to Chris, the LCBO maintains a number of programs geared toward breweries large and small so breweries with limited volumes available for export could still see opportunities to gain exposure in Ontario through LCBO listings.
US Craft Beers Again Deemed the World’s Best
Results from the 2011 Stockholm Beer and Whisky Festival Competition, the Brewers Guild New Zealand Awards, and the European Beer Star Awards are now in and U.S. craft beers were again among the big winners. In Sweden, EDP members took home 12 awards, including the first ever “Best Beer of the Festival” award, which went to Lagunitas for their Dog Town Pale Ale. That beer won gold in the “Modern Ale over 6% ABV” category. In fact, EDP members swept that category with Ska Brewing Company and Stone Brewing Company taking silver and bronze for Modus Hoperandi and Sublimely Self-Righteous Ale respectively.
Growing Presence for EDP at Stockholm Beer and Whisky Festival
From September 29 – October 1 and again from October 6-8, the EDP showcased U.S. craft beers at the Stockholm Beer and Whisky Festival. In addition to sponsoring the entry of member’s beers to the competition, the EDP includes the products in its booths at this trade and consumer festival. The festival is the largest of its kind in Scandinavia and has long been a key component of the EDP’s strategy to develop exports to the region. Not only does the event enable BA and industry representatives to interface with importers and with Systembolaget, it helps extend consumer education and reinforce consumer interest in the U.S. craft beer category. For the 2011 festival, 27 EDP member breweries sent samples, one of the largest showings yet for the U.S. Moreover, representatives from Flying Dog Brewery traveled over to the festival and used the opportunity to hold beer school classes, which sold out daily. These efforts continue to keep Sweden among the top three export markets for U.S. craft beers.
2012 Plans Taking Shape
Though the EDP does not yet know its USDA resource allocation for 2012, initial activity plans for export market development are taking shape. This is based on assumptions that budgets will be similar to this past year.
