Crafting Moments Across the United States: A Brewery Story
Whether enjoying a sunny beach day, grilling at a weekend barbecue, or unwinding after work with friends, a refreshing craft beer is often at the heart of these cherished moments. Roberto Chamorro’s photography for Brooklyn Brewery magnificently captures these joyful occasions, illustrating the vibrant U.S. beer culture. With smiling faces and raised glasses, these images perfectly encapsulate the spirit of American craft beer enthusiasts.
Interestingly, when Brooklyn Brewery sets its sights on the European market, particularly France, they must navigate a different advertising landscape. Due to the French Évin law which governs how alcohol can be marketed, Brooklyn Brewery adopts a more straightforward approach, emphasizing the quality of their beer rather than the social experiences associated with it. The law strictly prohibits associations between alcohol and leisure or sports activities, showcasing the diverse regulatory challenges breweries face when expanding globally.
The Challenges of Exporting American Craft Beer
Despite regulatory hurdles, Brooklyn Brewery and others continue to find success abroad. However, smaller breweries, without the luxury of international teams, face a steeper climb. A prime example is the Colorado-based Outer Range, which opened a satellite location in the French Alps to manage its exports efficiently. As Chris Smith from The Virginia Beer Company in Williamsburg points out, marketing a brand abroad is considerably tougher than within the familiar landscape of domestic craft beer enthusiasts.
European markets present additional challenges, particularly in understanding and meeting various legal standards. For instance, The Virginia Beer Company navigates these complexities successfully while exporting to countries like the U.K., Sweden, and the Netherlands. With carefully planned strategies and an intimate understanding of local regulations, U.S. breweries can make strides in tapping into Europe’s discerning beer markets.
Economic Dynamics and Export Strategy
Exporting American craft beer comes with its own set of economic considerations. In 2022, a notable percentage of U.S. craft beer exports were destined for the U.K., Sweden, and the Netherlands. Qurban Walia, co-founder of New York-based Crafted Exports, highlights the importance of understanding both U.S. trends and international markets. Navigating this landscape involves competitive pricing, often requiring breweries to reduce their price points for overseas consumers.
Smith emphasizes that maintaining competitive pricing is crucial for success abroad. U.S. breweries often lower their prices internationally to compensate for shipping and taxation costs, ensuring their beers remain accessible to international craft beer fans. These practices demonstrate the complex balancing act of sustaining profitability while expanding into global markets.
Compliance and Communication: The Swedish Experience
For breweries venturing into markets like Sweden, compliance with labeling laws can be intricate but rewarding. Sweden’s Systembolaget, the government-owned retailer for higher ABV beverages, has stringent guidelines. Craft breweries must ensure labels do not associate beer with potentially controversial themes like sports or weapons. Virginia Beer Company’s success in this market through compliance and quality is a testament to the efficacy of their strategic approach.
Systembolaget’s tender process not only challenges but also prioritizes quality and taste over marketing budgets. This focus on beer quality rather than price has spurred the growth of American craft beers in Scandinavian countries, with the Virginia Beer Company’s Summer IPA making a successful debut post-tender win.
European Preferences and Beer Styles
The allure of exporting craft beer lies beyond commercial gain; it is also an opportunity to connect with international beer enthusiasts. Surprisingly smooth administrative procedures make the logistics of shipping appealing despite the higher costs involved. Walia from Crafted Exports attests to the ease with which breweries can navigate customs and compliance abroad compared to domestic complexities.
The European palate shares similarities with American tastes, exhibiting a growing fondness for hazy IPAs and richly flavored brews. While craft lagers remain a challenging sell due to local competition, American IPAs continue to capture the attention of Europe’s craft beer aficionados, further solidifying the position of U.S. breweries on the international stage.
Navigating New Market Challenges
Despite successes, certain markets remain out of reach for American brews due to embedded local cultures and competitive pricing, particularly in countries known for their lager heritage. Political developments add an extra layer of complexity, as seen with recent trade tensions affecting export dynamics. However, breweries continue to seek new opportunities, navigating these waters with strategic collaborations and innovative marketing.
For BreweriesNearMe.us readers, understanding these intricacies offers a fascinating insight into the dynamic world of craft beer exports. With each hurdle and triumph, U.S. breweries extend their reach, sharing their craft with beer lovers worldwide, continuing the legacy of innovation and connection that defines the American craft beer movement.
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