U.S. Craft Beer Now Available in China
Efforts from the Brewers Association’s Export Development Program Make American Craft Beer a Reality Overseas
BOULDER, Colo.--(BUSINESS WIRE)--The Brewers Association’s mixed container export concept took off in China. In February of 2007, the first ever container of U.S. Craft Beer was exported, and since the first shipment the Chinese have liked what they’re drinking.
“This first container sale marked the success of the Brewers Association mixed container export concept and it marked the opening of a vast new market for U.S. craft beers. The immediate reaction in-country surpassed expectations.”
This inaugural ‘mixed container’ had craft beers from Brooklyn Brewery (New York), North Coast Brewing Company (California), and Rogue Ales (Oregon). These beers are now available in eight on-premise establishments in Shanghai with further distribution anticipated.
Bob Pease, Brewers Association Vice President, says, “This first container sale marked the success of the Brewers Association mixed container export concept and it marked the opening of a vast new market for U.S. craft beers. The immediate reaction in-country surpassed expectations.”
Due to the success of this first shipment, in May of 2007 additional shipments were ordered including beers from two additional companies: Kona Brewing Company (Hawaii) and Gordon Biersch Brewing Company (California). Dan Gordon, Gordon Biersch President, says, “It really is remarkable that American craft beer is one of the few American consumer goods that are desired in China. Gordon Biersch is very excited to ship beer to China and I personally plan on working the market.”
The mixed container export concept began in 2005 with a research study on China’s craft beer market funded by the United States Department of Agriculture’s Emerging Markets Program, a program funded by the USDA. This study was used by Josh Weiner and Daniel Berkowitz to create the American Craft Beer Partners, a separate business unit of The Longboat Group, solely devoted to exporting U.S. craft beers to China.
The Brewers Association also participated in the 2007 SIAL China trade show, May 7-13, the largest trade show in the world, to host a beer and food paired dinner for trade and media. The Brewers Association plans to return to China for additional promotional activities and work to further develop this emerging market.
For more information on the Brewers Association Export Development Program, please visit: http://www.beertown.org/craftbrewing/edp.html.
Based in Boulder, Colo., U.S.A., the Brewers Association (BA) is the not-for-profit trade and education association for American craft brewers and the community of beer enthusiasts. Visit the website, www.beertown.org, to learn more. The association’s activities include events and publishing: World Beer Cup®; Great American Beer FestivalSM; Craft Brewers Conference and BrewExpo America®; National Homebrewers Conference; National Homebrew Competition; American Craft Beer Week (May); Zymurgy magazine; The New Brewer magazine; and books on beer and brewing. The Brewers Association has an additional membership division of 12,000+ homebrewers: American Homebrewers Association.