E-Malt.com News article: US & China: US microbrew sales booming in China in 2010

U.S. craft brew beer has scored some major successes in North China, becoming an increasingly important component of ATO/Beijing activities. Participation in three of ATO’s retail promotions over the past year has helped to open new markets in two major cities and to build long-term sales in Beijing.

U.S. microbrew beer sales in China have been booming, with 2010 exports hitting a record $546,000, FAS (USDA Foreign Agricultural Service) said in a report last month.

Overall sales have quintupled over the past five years, from $91,000 in 2005. This expansion was made possible in large part through FAS program support that provided the industry with assistance to bring Chinese distributors to the United States to learn more about U.S. craft beer, and use this information to education their customers.

ATO/Beijing has charted new territory for U.S. microbrew beer, opening two new markets in China and helping build long-term sales with key retailers. Brewers Brooklyn Beer (NY), Rogue Brewery (WA), North Coast (CA), Cold Spring (MN), and Samuel Adams (MA) were among those that benefitted. FAS support is particularly important for smaller companies such as craft brewers, who lack the large marketing staff of major multinational companies.


25 March, 2011