The Brewers Association’s (BA) Export Development Program (EDP) recently focused on the United Kingdom (UK) with a series of promotional activities designed to increase awareness of U.S. craft beer and foster opportunities for growth in the market. As the largest market for American craft beer in Europe and the third largest globally, accounting for 7.9% of all exports, the UK is a key destination for U.S. craft beer.

The EDP organized a trade mission with six EDP member brewery representatives traveling to London to support the program’s initiatives and build connections with domestic trade partners. The activities included:

American Craft Beer Pavilion at London Craft Beer Festival

Regarded as one of the premier craft beer events in the UK, the London Craft Beer Festival took place over four sessions on August 9-10 at Tobacco Dock, attracting approximately 19,500 attendees, including 3,200 trade and industry professionals.

In its fourth appearance at the festival, the EDP unveiled an expanded pavilion, showcasing 19 EDP member breweries and pouring 60 beers. The American Craft Beer booth was among the busiest and most highly trafficked, drawing a steady stream of enthusiastic beer lovers and trade members eager to experience the quality, innovation, and variety of styles of American craft beer. In addition to pouring beers at the booth, the EDP team presented American craft beer trends to a full house of trade and industry professionals and hosted three tastings for festival attendees.

Collaboration Brewing

Collaboration brewing remains a powerful way for U.S. brewers to engage with international markets. During the trade mission, three delegation members teamed up with London brewers to create beers inspired by influences from both sides of the Atlantic.

Beer and Food Pairing Media Lunch

Pairing beer & food is one of the best ways to enjoy the diversity of craft beer styles from America’s small and independent craft brewers. Each year, the EDP seeks to boost media exposure and raise awareness for American craft beer through a beer and food pairing event. This year’s theme was “Beer and Fermented Foods” and was held at Brat x Climpson’s Arch in trendy Hackney, east London. The event featured U.S. craft beer paired with a five-course menu showcasing various fermentation techniques. The menu was crafted by two Michelin-starred restaurant groups: Chef SongSoo Kim of Super 8 Restaurants in London and Mara King from Id Est Hospitality in Colorado, with beer pairings masterminded by BA executive chef, Adam Dulye. Early coverage includes The Drinks Business (828,000 unique visitors monthly (UVMs)), Foodepedia (60,000 UVMs), and Mostly Food & Travel, with more to come.

The work of the BA EDP is made possible by grants from the United States Department of Agriculture. The BA is committed to increasing trade relationships, enhancing media visibility, and raising consumer awareness of American craft beer in the UK and internationally via festival participation, trade conferences, retail promotions, media campaigns, and international beer competitions.

American craft brewers are encouraged to join the EDP in London in 2025, when the festival takes place July 18-19.