Shanghai

Author:www.beertown.org

From May 10 – 12, the Brewers Association (BA) participated in the SIAL China trade show in Shanghai. This marked the BA’s first visit to China and first Export Development Program (EDP) activity within Asia. In addition to a booth at the show, the BA held a beer and food paired dinner for trade and media at the Finestre restaurant on Shanghai’s famous Bund. These efforts were all designed to support US craft beer brands that recently gained entry to the Shanghai market through American Craft Beer Partners, an import company specializing in China market development for US craft beers.

In three short years, the BA’s export development efforts in China have achieved outstanding results. From a market research study in year one, the BA’s efforts have resulted in nearly $60,000 in exports this year from five US craft breweries and distribution to eight establishments in Shanghai. A substantial increase in exports to this market is anticipated as demand for US craft beers in Shanghai and elsewhere in China far outpaces supply. Major retail chains such as Carrefour and Lian Hua are even now expressing interest in adding brands introduced to the market.

The trade show and dinner certainly helped support these efforts. During the trade show, the BA, along with representatives from American Craft Beer Partners, Rogue Ales and FX Matt poured samples for hundreds of interested importers and distributors from throughout the country. After the event, additional samples were sent to a few specific traders seriously looking to add US craft beers to their portfolios. The BA and American Craft Beer Partners continue to follow up on these leads.

The BA’s dinner was co-sponsored by the US Department of Agriculture’s
Agricultural Trade Office in Shanghai and by Taylor Shellfish Farms, a leading Washington State supplier of farmed shellfish. Taylor provided clams, mussels, geoduck and oysters for the dinner, which were paired with an assortment of US craft beers. The dinner attracted over 70 guests including importers, distributors, and media. A small review of the dinner was already published in the Shanghai Daily, the city’s leading English-language newspaper. Additional media coverage of the event and the EDP have appeared in That’s Shanghai magazine. The BA continues to monitor for other press mentions.

As an additional outcome of the event, the BA established solid relations with USDA officials in China that are key to future grant requests for that market. The BA recently submitted a request for nearly $70,000 in funds for China for next year. USDA officials also educated the BA on the importance of trademark registration in China, even for companies not yet doing business in that market. There are many resources available to BA members wishing to register their marks. For more information on the China trip, future plans in this market, trademark registration or other issues, please contact Bob Pease, BA Vice President at bob@brewersassociation.org or Eric Rosenberg, EDP Coordinator at ericr@bryantchristie.com.