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American Craft Beer in Europe

American Craft Beer Ambassador

Europe


Introduction of Andreas

•  Been in the beer industry since 2000

•  Home brewer in the 90’s and early 00’s

•  Worked in the beer industry in both Sweden and the UK

•  Worked with import and export

•  Passionate about beer – not just the liquid but the whole concept from recipe to design to marketing to sales

•  Beer judge in competitions like World Beer Cup, GABF, GBBF, International Beer Challenge London and Brussels Beer Challenge


Goals in the role of ACB Ambassador

Raise the awareness of American Craft Beers across Europe

•  Master classes to educate and introduce American Craft Beers •  Via events like GBBF and Stockholm Beer •  Increase media interest by establishing closer contacts with key

persons within the drinks media sector •  Establish and build on existing relationships with importers/

distributors Aid EDP Members accessing Europe •  Trade leads •  Development of a database of importers/distributors •  Facilitate information regarding labelling, ABV’s, markets etc


Master Classes

Master Class •  Introduction of the BA •  The short but glorious history of American Craft Beers •  The Export Program •  Sample 5-6 beers of different styles that highlight American Craft

Breweries. Some of the Master classes held: •  Delirium Café, Brussels, 26th of June – 36 attendance •  Port Street Beer House, Manchester, 2nd of July – 50+ attendance •  White Horse in Parsons Green, London, 4th-5th of July – 50+

attendance/night •  Powder Keg Diplomacy, London, 20th of August – 23 attendance •  North Bar, Leeds, 30th of August – 25 attendance


Master Classes

North Bar Tasting


Master class at the US Embassy Madrid

I held a master class at the US Embassy in Madrid on the 18th of September.

There was 33 people attending from importers, retail sector and media We tried 9 different beers and showcased the diversity of American

Craft Beers to the Spanish market The Spanish market is difficult due to the recession but the demand for

American Craft Beers is there.


Great British Beer Festival 2012

•  69 Beers from 23 EDP Breweries •  Busiest stand at the festival •  Met with importers & distributors from the UK, Ireland, Norway and

Italy •  Met with US brewers


Great British Beer Festival 2012

•  Satellite events Beer & Food Lunch at Alyn Williams at The Westbury – 18 attendance (Alyn was awarded a Michelin star last week) “This was one of the most remarkable taste experiences I have had.” Jamie Goode, Wine Blogger of the Year 2012 AmeriCan Revolution – 7 Breweries, 16 Canned Beers – 200+ attendance Held at the Porterhouse in Covent Garden with the British Guild of Beer Writers


Stockholm Beer & Whiskey Festival 2012

•  25 Breweries, 87 Beers at the BA stand •  16 US Craft Breweries at other Importers stands •  6 Master Classes – 110 attendees •  Master Class for Swedish Beer Writers Association – 12 attendees •  Meeting importers/distributors from across Scandinavia •  Meeting US brewers •  Interviews with Media


Importers/Distributors in Europe

•  Building up a database with information on importers and distributors across Europe UK – Vertical Drinks, James Clay & Sons, Cave Direct, Craft Centric, Beer Paradise, Pivovar, Budvar UK Ireland – Grand Cru Beers, 4 Corners, California Wines Belgium – Unibiere Sweden – Galatea, Great Brands, Wicked Wine, Bibendum, Cask of Sweden, Panogruppen, Brewery International Sweden Norway – AMKA, Brewery International, Strag Denmark – One Pint, Drikkeriket Spain – Cervebel, Condal Chef Italy – Dibevit, Biscaldi, Interbrau France – Planete Soif, IBB, Bier Revolution


Media

•  Articles written about American Craft Beers from the following events: Beer & Food Lunch at Alyn Williams at The Westbury AmeriCan Revolution US Embassy Madrid Stockholm Beer & Whiskey Festival

•  Quotes in articles UK Imbibe’s Beer & Cider Supplement The Grocer

•  Twitter messages @BAambassador


Media


Opportunities in Europe

•  Brussels Beer Challenge – a new beer competition •  Still a lot of interest in the UK and Scandinavian markets •  A lot of interest in “new” markets like France, Spain, Italy, Germany

and Eastern Europe •  BA presence in new countries via festivals and fairs:

Barcelona Beer Festival, Spain Braukunst in Munich, Germany Copenhagen Beer Festival, Denmark HoReCa Expo in Ghent, Belgium Irish Craft Beer Festival Dublin, Ireland

•  A version of SAVOR in London


How do we define success?

•  Media exposure •  Increased knowledge in the export markets •  Success at events •  Competitions •  New market openings •  Increased export

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