The United Kingdom (U.K.) is a well-established market for U.S. craft beer exports and the second largest behind Canada. Demand for U.S. craft beer remains strong despite an increasingly competitive environment.

In this panel discussion, a lineup of importers explore best practices for success in the U.K. They provide tips and advice on how to enter the U.K. market and stay relevant, and conclude with an opportunity to ask direct questions.

Learning Objectives:

• Understand current trends within the U.K. market such as beer styles, packaging formats, consumer preferences, craft beer drinker dynamics, and more
• Learn about essential U.K. requirements and regulations for imported beer such as shelf life, storage conditions, labelling, allergens and date code formatting, pricing dynamics, as well as duty and customs compliance
• Explore the differences between on- and off-premise and discuss how to make your beer stand out in both
• Gain insights into the challenges and the opportunities presented by the U.K. market
• Walk away with all the knowledge you need to export to the U.K.

About the Speakers

Neil Kitching, Managing Director

Cave Direct Ltd

Neil Kitching is the managing director of Cave Direct Ltd. Established in 1979, Cave Direct is a leading importer and distributor of specialist beers from around the world to the United Kingdom (U.K.), with a focus on beers from Belgium, Germany, the U.K., and the U.S. With over 40 years' experience we have a unique business model in which we handle all aspects of logistics, sales, and marketing from over 100 breweries worldwide and facilitate all distribution nationally through a network of our own warehouses and delivery vehicles. Cave Direct was acknowledged in "1000 Companies to Inspire Britain" in 2018, 2019, and 2020 by the London Stock Exchange as a leading company in the hospitality sector.

Lotte Peplow, American Craft Beer Ambassador for Europe

Brewers Association

Lotte Peplow initially became involved with the Brewers Association Export Development Program in 2006 on an ad hoc basis, but over time her role has grown to include media relations, importer relations, event organization, talks and tastings, and liaising with the U.S. Embassy's Foreign Agricultural Services in Europe. A Certified Cicerone and Institute of Brewing & Distilling accredited Beer Sommelier, Peplow is also a beer writer, author, international beer judge, speaker, homebrewer, and keen advocate of beer and food pairing. Based in the United Kingdom, she's a member of the Campaign for Real Ale's (CAMRA) London Tasting Panel.

Richard Sullock, Commercial Manager

Heathwick

Richard Sullock has over 25 years of experience working in all aspects of the United Kingdom (U.K.) drinks industry. He specializes in working with independent partner breweries that wish to enter the U.K. market and introducing brands to the national U.K. retail and grocery channels. Richard loves bringing an eclectic range of styles and package sizes to the U.K. drinker, curating ranges and building awareness, and driving footfall, price premium, and rate of sale within the channel.