Catch Up on Recent Events

Through the end of summer and into fall, the Brewers Association (BA) Export Development Program (EDP) team has stayed busy with a number of impactful market development activities. Among them, the team traveled to London for the London Craft Beer Festival and Sweden to attend the Stockholm Beer and Whisky Festival, bringing delegations of U.S. craft brewers along to each destination. These trips play a crucial role in expanding the reach of American craft beer in international markets, fostering growth and new opportunities for U.S. breweries. Review activity overviews and photos from each on the BA website:

• 2024 United Kingdom Trade Mission Recap
• American Craft Beer Celebrates 20 Years in Sweden

EDP Returns to Brazil

In June, Steve Parr traveled to São Paulo, Brazil for Brazil Brau and the Copa Cerveja competition, representing some of the country’s premier craft brewing events. The visit aimed to reignite interest in U.S. craft beer and explore new opportunities for collaboration.

Steve’s visit began with productive meetings with key industry figures, including Gilberto Tarantino of Cervejaria Tarantino, David Ivy Jr. of Beertopia Import, and Iron Mendes of Beer Maniacs and Brazil Ways. Their discussions focused on reintroducing U.S. craft beer to the Brazilian market, laying the groundwork for future growth.

Throughout the week, Steve integrated himself into Brazil’s craft beer scene, serving as a judge for Copa Cerveja Brazil, where he evaluated over 300 entries and championed Brazil’s diverse and unique beer styles. His insights extended to a presentation at the Brazil Ministry of Agriculture’s Beer Chamber, where he shared strategies for driving local industry growth and showcased the BA’s ongoing initiatives.

Steve’s participation culminated in the Brazil Brau trade show, where he presented on global industry trends and met with key collaborators. Though current challenges persist in the form of shipping and logistical difficulties, or reduced consumer purchasing power, maintaining relationships with key importer contacts is essential as the EDP looks to the future of U.S. craft in Brazil. Steve’s visit not only strengthened relationships with Brazilian brewers and trade but also positioned U.S. craft beer to capture opportunities for growth as they appear in this dynamic market.

USDA Engagement Updates

In recent months, the EDP actively engaged with its United States Department of Agriculture (USDA) counterparts, both through submitting applications for additional funding and through directly discussing opportunities for U.S. craft beer with USDA Foreign Agriculture Service (FAS) staff.

U.S. Agricultural Export Development Council (USAEDC)

In July, the EDP represented its members at the USAEDC conference, a vital intersection of USDA’s FAS staff and the agricultural commodities participating in grant-funded export development programs. The conference provided the EDP with an opportunity to strengthen relationships with FAS officials and make use of their valuable insights to explore export growth in key target markets.

During the event, the EDP engaged in several productive meetings with FAS representatives. The EDP met with Lisa Allen from Agricultural Trade Office (ATO) Korea and focused on addressing market challenges for U.S. craft beer, programming at the Korean International Beer Expo (KIBEX), and strategies for media engagement. Conversations with Kelly Stange from Office of the Agriculture Attaché (OAA) Thailand explored expanding importer networks and market opportunities in Southeast Asia, while Katie Woody from ATO Caribbean Basin emphasized the importance of strong importer relationships to grow U.S. craft beer exports in the region. Additionally, Erik Hansen from ATO Japan expressed strong interest in supporting U.S. craft beer exports through reverse trade missions and retail promotions.

These interactions deepened the EDP’s connections with FAS and provided valuable insights to navigate complex markets and expand U.S. craft beer presence globally.

Regional Agricultural Promotion Program – Tranche II

In addition to its work with USAEDC, the BA also applied for Tranche II funding with the 2025 Regional Agricultural Promotion Program (RAPP). Though the EDP has already received RAPP funding through Tranche I, an additional injection of resources will not only extend the lifecycle of many impactful programs, it will also enable new initiatives. As part of its application, the EDP sought additional funding for its activities in Southeast Asia and the Caribbean, two regions with significant growth potential. By focusing on these emerging markets, the EDP aims to increase global awareness and export opportunities for U.S. craft breweries. More to come once funding is received and plans begin to take shape!

Importer Delegation Returns to the Great American Beer Festival®

The EDP has just wrapped up another successful importer delegation mission to the Great American Beer Festival (GABF®). For the second year in a row, the EDP has invited a diverse mix of importers from around the world to attend the festival and meet with U.S. brewery representatives. This year’s mission featured around 20 importer contacts from 13 different companies, hailing from 10 different countries, including Aruba, Taiwan, the U.K., Canada, Japan, Singapore, Australia, China, Brazil, and Ukraine.

This inbound mission is a strong opportunity for U.S. craft beer exporters. With so many importers in one event, the EDP’s domestic trade missions bring a fantastic opportunity to engage with buyers from multiple markets in one location. Both importers and brewery reps alike reported productive conversations about international distribution. Past iterations, either at the Craft Brewers Conference® (CBC) or GABF, have resulted in new or expanded listings, contributing to new business for member breweries. The EDP plans to pursue a similar mission at the upcoming CBC in Indianapolis, Indiana. Stay tuned for more details.

Looking Ahead – A 2025 EDP Preview

With only a few events left in the 2024 EDP calendar, the team is already beginning the initial steps of its 2025 plan. Below is a preview of key events planned for 2025, showcasing opportunities to promote U.S. craft beer globally through various expos, festivals, and delegations.

Additional events and new projects will be added as the year progresses. We look forward to seeing you there!