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Export Development Program NewsletterSEPTEMBER 2017

1327 Spruce StreetBoulder, Colorado80302 USA303.447.0816BrewersAssociation.org

INSIDE THIS ISSUE

• Upcoming EDP Activities—September-December 2017

• Great American Craft Beer Showcase in Seoul

• China Market Visit and Beer & Food Pairing Dinner

• EDP Returns to Vancouver Craft Beer Week Festival

• 2017 Great British Beer Festival Activities

• BA’s First Appearance at the Irish Craft Beer Festival

• EDP Promotes Small and Independent American Craft Brewers at Drinktec

• American Craft Beer Ambassador in Europe’s Recent Activities

Upcoming EDP Activities—September-December 2017There are still several opportunities for members to participate in this year’s slate of EDP activities. Remaining activities—which aim to raise awareness for the quality and diversity of beer produced by America’s small and independent breweries--include:

Competitions • Stockholm Beer & Whisky Festival Competition • Brussels Beer Challenge • European Beer Star

Events Promoting American Craft Beer • Stockholm Beer & Whisky Festival (September/October) • Cerveza México (November) • American Craft Beer Experience in Japan (November) • Beer and food pairing dinner in Tokyo (November)

Educational Outreach • EDP session on the Mexican market at the Great American Beer Festival (October) • Ongoing seminar and tasting activities by the American Craft Beer Ambassador in Europe

The preliminary EDP event list for 2018 will be announced in the coming months. EDP activities are only available to members. If you would like to join, please contact Mark Snyder (BA Export Development Program Manager) at Mark@brewersassociation.org.

Great American Craft Beer Showcase in SeoulIn April, the BA partnered with the United States Department of Agriculture (USDA) office in South Korea to organize an American craft beer pavilion at the Seoul International Wine & Spirits Expo. The pavilion—dubbed the Great American Craft Beer Showcase—featured beers from 15 EDP members and included positions for seven American craft beer importers. Mark Snyder traveled to the show and helped represent both breweries with importers and those that do not currently supply the South Korean market.

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The BA joined the Great American Craft Beer Showcase for the show’s two trade days, which provided the opportunity to share samples and information about small and independent brewers with several hundred trade and media members. Among the visitors was Marc Knapper, the Chargé d’Affaires (Acting Ambassador) at the U.S. Embassy in Seoul, who attended to show support for the BA and American craft beer.

Mark also delivered a seminar at the show’s conference venue entitled “What Makes American Craft Beer Unique & Successful.” At least 50 members of the trade and media attended and showed a high level of engagement throughout Mark’s presentation and tutored tasting.

China Market Visit and Beer & Food Pairing DinnerBob Pease (BA President and CEO) and Adam Dulye (BA Executive Chef) traveled to Shanghai in May for the second-annual China Craft Beer Conference & Exhibition. Bob delivered the conference’s keynote address, presenting on the U.S. craft beer community and the importance of quality to an audience of nearly 400. In addition, Bob participated in a panel discussion with other leading craft beer experts from Europe and China, and made a presentation on American craft beer culture.

While in Shanghai, the BA hosted an American craft beer and food pairing dinner at POP American Brasserie. In collaboration with Chef David Chauveau and his team, Chef Adam created a menu weaving together culinary technique and influence from the United States, France, and China. The menu, which appears below, was designed to showcase that small and independent craft beer can pair with any cuisine and guide those new to beer on how to find a craft beer style that matches their palate. Among the 43 attendees were 18 members of the media and 11 current importers of American craft beer.

This effort resulted in significant media attention for American craft beer in China, including the following articles:

• The Beer Link: http://mp.weixin.qq.com/s/cp21SbnPRN0cgpV3w9D8Sg

• Jiuhuar Beer Geek: https://www.jiuhuar.com/news/596768bd8ba5b0bc4f8b4dc5.html

• Imbeer: http://mp.weixin.qq.com/s/ttkdSV-zru6HX8uAzHy2Ww• Betty’s Kitchen: http://www.beitaichufang.com/article/7467/• RESTAURATEUR: http://www.industrysourcing.cn/article/332865• The Paper: http://www.thepaper.cn/newsDetail_forward_1694566• Ifeng.com: http://mp.weixin.qq.com/s/18iBXQk6AbEytDCHK8OiMA• Sh.qq.com: http://sh.qq.com/a/20170522/040405.htm• Sina.com: http://sh.sina.com.cn/life/other/2017-05-22/detail-

ifyfkqiv6651106.shtml

EDP Returns to Vancouver Craft Beer Week FestivalFor the third consecutive year, the EDP hosted a U.S. craft beer pavilion at the June Vancouver Craft Beer Week Festival (VCBWF). Mark Snyder represented the BA at the festival, which is one of Canada’s largest events for craft beer. The BA’s section featured beers from 19 EDP members. Of these, six sent representatives to promote their beers, evaluate the market, and (for those that are already in British Columbia) support their importer. The U.S. craft beer pavilion was supported by the

17|May|2017 Reception

SCALLOP CEVICHE, PIQUILLO, CORIANDER, COCONUT, CITRUS ZEST 扇贝配鰤鱼，甜椒，香菜，椰汁，柑橘风味

WAGYU BEEF TARTAR, HARISSA MAYONNAISE, CRISPY CORN 和牛牛肉塔塔，哈里萨辣椒蛋黄酱，酥炸玉米薄脆

Seacoast Pilsner, Coronado Brewing Company, Coronado, CA Oatsmobile, Bells Brewery, Kalamazoo, MI

Hop Nosh IPA, Uinta Brewing, Salt Lake City, UT

Dinner

CAESAR SALAD, ARCTIC SHRIMP, CHORIZO, BACON, DRIED FRUITS, PARMESAN凯撒色拉，北极虾，西班牙辣香肠，培根，干果，帕尔马芝士

Tart N Juicy, Epic Brewing Company, Salt Lake City, UT

DEEP FRIED KING CRAB CAKE, PRESERVED EGGPLANT, ALMOND CURRY CREAM 酥炸阿拉斯加帝王蟹饼, 腌制茄子, 杏仁咖喱奶油

Two Hearted Ale, Bells Brewery, Kalamazoo, MI Islander IPA, Coronado Brewing Company, Coronado, CA

PAN FRIED PIGEON, BARLEY, SOUTHERN FRIED OKRA, CAYENNE PEPPER SAUCE 香煎乳鸽，薏仁米，南方酥炸秋葵，卡宴辣椒汁

Melange a Trois, Nebraska Brewing Company, La Vista, NE

CHOCOLATE ALMOND CAKE WITH HAZELNUT CRUNCH, VANILLA ICE CREAM 巧克力杏仁蛋糕，榛子脆和香草冰激凌

Dragons Milk, New Holland Brewing Company, New Holland, MI Eclipse, Fifty Fifty Brewing Company, Truckee, CA

on behalf of the Brewers Association

Bob Pease, President & CEO Adam Dulye, Executive Chef

in collaboration with David Chauveau, Executive Chef, POP American Brasserie at Three on the Bund

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U.S. Consulate in Vancouver, and was busy throughout the two-day event. With 2017 being the most successful year yet for the BA at VCBWF, the BA looks forward to returning to the show in 2018.

2017 Great British Beer Festival ActivitiesIn August, Adam Dulye and Lotte Peplow (PR consultant in the United Kingdom) represented the BA at the Great British Beer Festival (GBBF) and other EDP-sponsored events in London. This year marked the 14th consecutive time that the BA has participated in GBBF. 31 members had beers featured in the EDP section of the Biéres Sans Frontiéres bar, and several sent representatives to connect with the UK trade and raise awareness for American craft beer. In addition, the BA was pleased that Chargé d’Affaires Lewis Lukens and several of his team members from the U.S. Embassy in London visited and showed their support for American craft beer.

On August 9, the BA hosted an American craft beer and food pairing dinner at Sager & Wilde, a modern London restaurant renowned for its award-winning wine list. In a unique, one-off event, Chef Adam and Chef Chris Leach presented a five-course menu (below) using seasonal and local ingredients expertly paired to demonstrate beer’s diverse range of flavors and its affinity to food. The dinner yielded significant attention in the press. Articles published thus far include:

• Imbibe: http://imbibe.com/news-articles/beers/time-to-mix-it-up/ • Inside Beer: https://www.insidebeer.com/articles/20170817• Morning Advertiser: http://www.morningadvertiser.co.uk/Drinks/Beer/How-to-

increase-interest-in-beer-and-food-pairing • The British Guild of Beer Writers: https://www.beerguild.co.uk/news/brewers-

association-challenges-wine-latest-beer-food-pairing-inspiration/ • The Craft Beeress: https://craftybeeress.com/2017/09/01/beer-food-with-the-

brewers-association/

The EDP also hosted satellite events around GBBF to further showcase American craft beer, including a tutored tasting at the Draft House Hammersmith and a canned-beer takeover at the Rake Borough Market.

BA’s First Appearance at the Irish Craft Beer FestivalMark Snyder and Lotte Peplow traveled to Dublin from September 7-9 for the Irish Craft Beer Festival. This was a new activity for the BA, and one that generated significant success in raising awareness for the quality and diversity of American craft beer. 16 members shipped 56 beers to the festival. The BA booth was popular throughout the show, seemingly a main attraction for the 7,500 festival attendees. In addition to connecting with beer drinkers and beer lovers, Mark and Lotte met with several Irish importers that carry or are interested in carrying American craft beer. In addition, they participated in several interviews which generated coverage for American craft beer, including in the Irish Times (https://www.irishtimes.com/life-and-style/food-and-drink/five-to-try-at-this-weekend-s-irish-craft-beer-festival-1.3214201) and Hot Press (http://www.hotpress.com/news/Brilliant-first-night-at-the-Irish-Craft-Beer-Festival/20760647.html).

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EDP Promotes Small and Independent American Craft Brewers at DrinktecThe BA recently wrapped up a successful week of activities at the Drinktec trade show in Munich. Bob Pease, Adam Dulye, and Sylvia Kopp (BA American Craft Beer Ambassador in Europe) represented the EDP and oversaw a joint booth with the Hop Growers of America (HGA) that featured beers from 25 members. Nearly half of these breweries sent representatives to the show and participated in the BA’s promotional and educational efforts.

Aside from showcasing American craft beer at the booth, Sylvia hosted a tasting of American craft beers and presented a talk on the development and structure of the American craft beer landscape. In addition, the BA partnered with the HGA on a beer and food pairing dinner for media and trade at Schwarzreiter Restaurant. The five-course dinner featured two beers per course. Thirty-five guests attended including leading print and online media. The two groups retained the assistance of a PR agency in Germany to assist with media outreach and dinner RSVPs. That agency will follow up with media contacts that attended and track any publicity received.

American Craft Beer Ambassador in Europe’s Recent ActivitiesSince the last EDP newsletter, Sylvia Kopp has had a busy few months waving the flag for American craft beer and undertaking educational initiatives with the European trade. Between May and August, Sylvia traveled to Austria, Italy, the Netherlands, and Sweden to meet with importers and distributors. Each of these visits included meetings to discuss market conditions as well as visits to warehouse facilities to assess storage and handling capabilities. In addition, Sylvia conducted trainings and tutored tastings on American craft beer for importers’ staff and customers.

In May, Sylvia participated in a reception showcasing American craft beer at the U.S. Consulate in Frankfurt. In total, the reception brought in nearly 200 beverage trade professionals and beer enthusiasts. Sylvia also led a tasting for a small trade audience, featuring beers from seven EDP members.

Looking ahead, Sylvia will represent the BA at the Stockholm Beer & Whisky Festival, and return to Sweden in November for a training event with Systembolaget. She will also attend the Great American Beer Festival and join the festival’s Professional Judge Panel. There are many more opportunities on the horizon for the American Craft Beer Ambassador in Europe, which will be reported on in the next EDP newsletter.