Enjoying independent beers at the Great American Beer Festival

Bob Pease, chief executive/president of the Brewers Association — the not-for-profit trade association representing small and independent American craft brewers — on the new ‘Beers To That’ campaign in the States and the appointment of new American craft beer ambassadors for Europe and China

As we prepare for North America’s premier beer festival and competition, the Great American Beer Festival, in Denver, Colorado, from October 3-5, I wanted to let you know about a new initiative in America comprising a collaborative project between the Beer Institute, National Beer Wholesalers, and the Brewers Association.

Called Beers To That, the campaign aims to elevate and celebrate the beer category while reminding adults who choose to drink alcohol that there is a beer for just about every occasion.

Beers To That

Beers To That promotes the entire beer category and carries a call to action to celebrate all of life’s moments, from the everyday to the extraordinary. The vibrant city of Austin, Texas, will host the 90-day campaign. It will celebrate both the universal appeal and diversity of beer, and rekindle the reasons why beer is the ideal alcohol beverage choice for adults, no matter what the occasion or celebration. They are encouraged to celebrate the moments that make their life more fun on their social media channels using the hashtag #BeersToThat.

According to Gallup, beer is the most popular alcohol beverage in the US and has been for decades. This campaign aims to ensure that Americans continue to see beer as the perfect social complement to many of life’s occasions.

But it’s not only in America that we aim to ensure beer is seen as the go-to beverage. The variety of high-quality, full-flavoured beer being produced by the nearly 7,500 small and independent American craft brewers today is unparalleled anywhere else in the world, and consumer demand far exceeds our nation’s borders.

The Brewers Association Export Development Programme (EDP) has recently appointed two new ambassadors (pictured below) — in Europe and China respectively — to help our member breweries grow their businesses overseas. Lotte Peplow, based in the UK, will focus on European markets, to educate and inform the trade and industry about American craft beer while raising its profile among beer drinkers, while Yandong Lu, based in Shanghai, will provide a more regular presence for our members and American craft beer promotion across China.

Brewers Association Peplow Lu

Funded by grants from the US Department of Agriculture, the Brewers Association EDP assists quality-focused US brewers in identifying opportunities for international expansion and media promotion of American craft beer, as well as educating international partners about proper storage and handling to preserve beer flavour during distribution.

Since the programme’s inception in 2004, American craft beer exports have
increased 1,400%, with a 2018 value estimated at $74 million. The UK is the second largest market for American craft beer exports and accounts for 16.6% of all global exports.

About the Brewers Association

The Brewers Association (BA) is the not-for-profit trade association dedicated to small and independent American brewers, their beers and the community of brewing enthusiasts.

The BA represents 4,000-plus US breweries. The BA’s independent craft brewer seal is a widely adopted symbol that differentiates beers by small and independent craft brewers.

The BA organises events including the World Beer Cup, Great American Beer Festival, Craft Brewers Conference and BrewExpo America, SAVOR: An American Craft Beer and Food Experience, Homebrew Con, National Homebrew Competition and American Craft Beer Week.

The BA publishes The New Brewer magazine, and Brewers Publications is the largest publisher of brewing literature in the US.

Beer lovers are invited to learn more about the dynamic world of craft beer at CraftBeer.com and about homebrewing via the BA’s American Homebrewers Association and the free Brew Guru mobile app.

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