U.S. craft beer to hit the beaches

The Brewers Association may boast that craft beer exports are growing by double digits, but on close inspection one can see which brands are actually benefitting from foreign markets’ pull: they are AB-InBev’s “crafty brands”. Last year already its Goose Island beers were sitting prominently on Dutch and Belgian supermarket shelves.

This year, it seems, it’s Australia’s turn. The market ranks 4th among export destinations for U.S. craft beer (behind Canada, Sweden and the UK).

An increasing number of pubs with large beer offerings are adding American beers to their ranges. The demand for international craft beers in the Australian market encouraged the boutique spirits distributor, Handcrafted, to create a sister company, Craft Revolution, a business which now has a wide American beer portfolio, including beers from Kona, Redhook Brewery and Widmer Bros. These brands are owned by Craft Brew Alliance, a listed brewery group in which, incidentally or not, AB-InBev holds a 32 percent stake.

Would Australian consumers be aware that Craft Brew Alliance does not qualify as a craft brewer – as defined by the Brewers Association? Probably not. Besides, would they care?

Last year, Coopers Brewery completed a deal with Brooklyn Brewery to distribute several Brooklyn beers in Australia and, in addition, to brew locally the most popular: Brooklyn Lager. World Brands Australia is another distributor of beers from United States.

Not to be outdone, SABMiller’s Australian unit CUB has begun distributing Snow domestically. Snow, the biggest selling beer in China (over 100 million hl), is brewed by CR Snow, the joint venture between SABMiller and China Resources Enterprises. Previously, sales of Snow have been largely confined to China, Hong Kong and Korea but the liquor chain Dan Murphy’s decided to launch the beer in time for Chinese New Year celebrations (7 February 2016).

Dan Murphy’s said that it is proud to bring the brand to the Australian market as it is clear from the multiple requests from customers that there is an appetite for Snow in Australia.