The Brewers Association’s (BA) Export Development Program (EDP) launched a targeted effort to boost the presence of U.S. craft beer in the United Kingdom, a key international market. With the U.K. representing the third-largest global destination for American craft beer exports, accounting for a significant 8.2% of all shipments, the BA’s strategy focused on a two-pronged approach: strengthening trade relationships and engaging consumers directly. The initiative included both a high-profile festival presence and a series of educational tasting sessions for U.K. importers and media. As part of these efforts, a delegation of 14 U.S. brewery representatives travelled to London to support the activities and investigate new opportunities with domestic partners and importers.
Highlights from the trade mission:
London Craft Beer Festival
The centerpiece of the mission was the U.K.’s premier craft beer event, London Craft Beer Festival. This year, the festival welcomed over 20,000 attendees to its new venue at Magazine, in Greenwich, London. The American Craft Beer pavilion was a constant hub of activity, drawing enthusiastic crowds of discerning beer drinkers and trade professionals.
Now in its fifth year of attendance, the BA’s enhanced pavilion featured 22 member breweries and 56 beers to complement the more than 800 beers from 100 U.K. brewers. Despite the unpredictable British weather, which ranged from hot and sunny one day to cool and rainy the next, visitors eagerly explored the quality, creativity, and style diversity of America’s small and independent craft breweries. In addition, two exclusive tastings within the festival arena, led by EDP brewery representatives, offered packed audiences an intimate look into their unique beers and brewing techniques.
A key strategy for securing media coverage for U.S. craft beer is through a carefully curated beer and food pairing experience. This year’s event, held at the highly-regarded Italian restaurant Manteca in Shoreditch, was themed around the concept of ‘beer and temperature.’
The event comprised a five-course menu expertly paired with seven beers, curated by BA executive chef Adam Dulye in collaboration with Manteca head chef Chris Leach. A full house of media attendees was educated on the nuances of how serving and beer temperature affect flavor when pairing. The event generated positive early results, with coverage already secured in the following publications:
Looking Forward
Despite a competitive landscape and changing consumer trends, the U.K. market remains a strong opportunity for U.S. brewers. American craft beer continues to stand out for its quality, with continued consumer interest in sessionable and distinctive styles complemented by an improving exchange rate environment for export. As cost-of-living pressures ease, premiumization gains momentum, and the potential for positive trade developments unfolds, American brewers are well-positioned to capture the U.K.’s strong affinity for high-quality, distinctive beer.
The work of the Brewers Association Export Development Program is made possible by grants from the United States Department of Agriculture. The BA is committed to expanding trade relationships, increasing media visibility, and enhancing consumer awareness of American craft beer in the U.K. and internationally through festival participation, trade conferences, retail promotions, media campaigns, and international beer competitions.
U.S. craft brewers are encouraged to engage with the EDP to take advantage of ongoing international marketing initiatives, including a planned return trade mission to London in 2026. Further details will be shared as the programming develops.
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