As we hurtle into another year, what does the future hold for American craft beer in the UK? asks Lotte Peplow, Brewers Association American craft beer ambassador for Europe.
As the craft beer industry matures and becomes ever more competitive on both sides of the Atlantic, the beer drinker is faced with a plethora of choice in both beer and alternative alcoholic beverages.
In America, 2023 proved a challenging year for independent craft brewers, with all signs pointing to production being down — a first (excluding a unique 2020) for independent craft brewers. The main reasons are slowing demand growth, competition from across beverage alcohol, and a retail environment marked by declining draught sales and reduced shelf space for craft beer.
But the overall popularity of the craft beer category continues. In the US, independent craft brewers still sell more than one out of eight beers, and consumers spend roughly a quarter of their beer dollars on a beer from a small and independent brewer.
In 2024, will they spend their hard-earned cash on independent beer or some new-fangled, hyped-up beverage alcohol either in the UK or US? In my opinion, quality always rises to the top, which is why it’s worth seeking out American craft beers that have medalled at high-profile, international beer competitions, and proved themselves on the world stage.
American craft brewers closed out 2023 with a string of medals and awards from three highly competitive international competitions, garnering 93 medals in total. No mean feat by anyone’s standards. The success of American craft beer at prestigious global beer competitions is testimony to the skill, creativity, and all-round excellence of America’s small
and independent craft breweries, who continue to lead the field in quality, consistency, innovation and style diversity.
In 2024, American craft beer fans in the UK can look forward to a couple of key events.
BeerX
SIBA’s flagship brewery gathering will be staged in Liverpool on 13th and 14th March. It will feature Bob Pease, chief executive/president of the Brewers Association, as the keynote speaker. He will be talking about salient points in the
US brewing industry that are bound to resonate with UK brewers.
London Craft Beer Festival
The Brewers Association will return to this popular London beer festival (on 9th and 10th August) with a mind-blowing line-up of UK-rare, innovative, and top-quality American craft beer, as part of its signature showcase. This attracts the discerning and the curious beer drinker and is always one of the most heavily trafficked bars of the festival.
Up to 25 American craft breweries will be represented, showcasing more than 60 craft beers, many of which are unavailable in the UK. The uniquely style-diverse range demonstrates the skill, expertise, and creativity of America’s pioneering and modern craft brewers and is a go-to destination for all beer lovers.
The UK remains an important export market for American craft beer, with 7.3% of all exports. It is the second largest individual market behind Canada. In the UK, American craft beer is available from online retailers such as Athletic Brewing, the Sierra Nevada shop, Beers of Europe, and Beer Merchants, as well as selected bottle shops, off-licences, online subscription services, supermarkets, and many pubs and bars.
A date for your diary
Super-earlybird pricing is open until 8th January for the Craft Brewers Conference and BrewExpo America, which is staged between 21st and 24th April in Las Vegas. It’s the largest industry-only gathering in the States.
The Craft Brewers Conference features more than 60 educational seminars, spanning eight areas critical to running a successful business, and more than 650 exhibitors displaying the latest product innovations, suppliers, and services. The conference culminates with the awards ceremony for the World Beer Cup, the world’s largest and most prestigious beer competition.
• The Brewers Association publishes a wealth of resources to understand and enjoy craft beer, downloadable free of charge from brewersassociation.org.
