The Brewers Association (BA) Export Development Program (EDP) marked a significant milestone this year, celebrating its 20th anniversary at the Stockholm Beer & Whisky Festival (SBWF), one of Scandinavia’s largest beer festivals.

Launched in 2004 in collaboration with the United States Department of Agriculture (USDA), the EDP emerged during a resurgence in beer drinker interest in craft beer not only in the U.S. but internationally as well. Sweden was among the first markets to embrace American-brewed beers, and the SBWF served as a pivotal platform for the EDP in helping U.S. brewers establish a foothold in the region and fostering a relationship with Systembolaget, Sweden’s government-owned alcohol retailer.

Fast-forward two decades, American craft beer exports have grown 1,800%, and Sweden ranks among the top five global markets for small U.S. brewers.

BA president and CEO Bob Pease, who led the implementation of the EDP 20 years ago recalls, “Before then, both country’s beer markets had been dominated by domestic light lager, and the Swedish beer drinker, like those in America, were quick to discover and explore innovative, hop forward, full-flavored American craft beer. We are proud to celebrate two decades of participation at the Stockholm Beer & Whisky Festival and look forward to many more years of engagement with the amazing Swedish craft beer community.”

Marrianne Wallberg, SBWF organizer adds, “Because of the leadership of the Brewers Association, together with various brewers from the U.S., who have been onsite and regularly met with our Swedish brewers, they have been inspired, gathered experience, knowledge, contacts and influences, which has created new types of collaborations between our countries. In many ways, our countries share the same beer background, and the development we have had together has in turn inspired the already ‘beer-burdened’ countries today to brew outside the box.”

The American craft beer pavilion has grown considerably since those early days, and the 2024 presence showcased an expanded booth featuring 23 American craft breweries pouring over 60 different beers to 12,000 visitors. In conjunction with the festival, the EDP led a trade mission delegation of EDP member brewery representatives to participate in market development efforts around Stockholm.

The marketing initiatives commenced with a 20th anniversary celebration American craft beer tap takeover at Oliver Twist, a renowned beer bar in the heart of Stockholm, and the launching pad for EDP efforts many years ago. At the event, fifteen American craft beers were showcased by brewers and importers, attracting a diverse crowd that included media representatives, importers, and enthusiastic beer aficionados.

The 32nd edition of the three-day festival drew 12,000 visitors, with the American craft beer booth being a highlight of the event. Delegates from the trade mission seized the opportunity to engage with importers and Systembolaget’s beer buyers, while also connecting with the enthusiastic beer-drinking public.

A key highlight was a press conference celebrating Sweden’s positive reception of U.S. craft beer over the past two decades. Laura Geller, Agricultural Counselor at the U.S. Embassy, participated by discussing the quality of the U.S. brewing industry and its influence on brewing communities worldwide. The conference drew 35 media representatives, many of whom later visited the booth to sample American craft beers.

On the consumer-education front, delegates of the trade mission led three sold-out American craft beer tastings that took place throughout the weekend for festival attendees.

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

American craft brewers are encouraged to join the EDP in Sweden and elsewhere in 2025 in its efforts to promote American craft beer globally.