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Wednesday 20 August 2014

British beer and cider industry join forces

4th March, 2014 by Lauren Eads

The British Beer and Pub Association (BBPA) has joined with the National Association of Cidermakers (NACM) and UK Trade and Investment (UKTI) to launch a new strategy to help boost UK beer and cider exports.

beer glassesThe move comes as new figures show growth of 2% in British beer exports, prompting the BBPA, NACM and UKTI to today publish a joint strategy to boost exports in both categories.

The strategy involves increased intelligence sharing and the development and promotion of international export events between both sectors and the UK government in an attempt to promote sustainable growth to the British beer and cider industry by growing exports and reducing trade barriers.

In total, 1.15 billion pints were exported in 2013, a growth of 20.6 million pints on 2012, with notable growth in beer exports to Russia (+45%), Brazil (+37%) and China (+15%).

Tim Sprake, international sales and agency director of the Wells & Youngs brewery, said: “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.”

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