News

Exports / 03 April 2014

New strategy for beer exports makes most of world’s growing taste for British beer

As new figures show growth of two per cent in British beer exports, the British Beer & Pub Association (BBPA) and National Association of Cidermakers, working with UK Trade and Investment (UKTI), have today formally published a new strategy to grow beer and cider exports in 2014 and 2015.

The new strategy aims to deliver sustainable growth to the British beer and cider industry by bringing together the whole value chain, in partnership with government, to grow exports and reduce trade barriers.

It involves increased intelligence sharing, the development and promotion of international export events, work on challenges to barriers to trade and the extension of domestic export event opportunities.

The new strategy comes on the back of new figures from HMRC that show 20.6 million extra pints of British beer were exported in 2013, compared to 2012. In total, 1.15 billion pints were exported in 2013, with notable growth in beer exports to Russia (+45%), Brazil (+37%) and China (+15%).

Brigid Simmonds, Chief Executive of the British Beer & Pub Association, comments:

“Britain produces some of the finest beers; many in styles unique to these shores. It is an iconic product produced by a world class industry, with real opportunities for export growth which this strategy will help to deliver.

“Rising British exports are key to economic recovery and beer clearly has an important part to play.”

Michael Campbell-Lamerton of Fuller, Smith & Turner, adds:

“We have had continued success at Fuller’s with our export business in recent years riding on the growing global interest in traditional, imported ‘craft’ beer.

“As a long standing exporter of British beer I fully support the renewed initiative from the BBPA and UKTI to promote British beer internationally.”

Tim Sprake of Wells & Youngs, commented:

“Our largest market in terms of volume is the USA, but this has been the centre for the explosion of local craft brewers that dominate the market. In this environment, we’ve found beers such as Wells Banana Bread Beer and Young’s Double Chocolate Stout are important in differentiating our offer from other imported beers where, in a highly competitive market, just to be an English ale is not enough.

“Whilst it’s been critical to maintain focus on our core markets, we also recorded double digit volume growth in Russia, France and China last year. But it is expansion into the emerging markets of Brazil and the Far East that is providing one of the most exciting opportunities to bring our beers to an expectant and receptive audience.

“Established and emerging export customers make a significant impact on the overall Wells & Young’s business, with an overall turnover of £10m in international beer sales and sales of our own brand beers in overseas markets contribute 10 per cent of our total sales. We have ambitions to grow this to £20m sales over the next five years and are excited that this new export strategy between the BBPA and UK Trade and Industry will support our ambition for dynamic growth.”

Further Reading