Tapping Into New Markets: Taking British Beers Global

This is about our business consultancy doing export strategy work for a brewery looking to access international markets:

As a thriving regional brewery, the client had built a successful business with a range of beers, establishing a strong following for their craft beers. But with ambitions to go national and even global, they knew strategically entering export markets would be key to fuelling future growth.

That is where our international strategy consultants came in. With experience of ABInbev brands internationally (Beck’s, Stella Artois, etc.), we were challenged to assess opportunities and develop a phased roadmap approach to market access, primarily for overseas export.

The Export Potential

The initial analysis confirmed significant potential demand in overseas markets for their beer portfolio:

• Rising appreciation for craft beer across Europe and Asia
• An urban, affluent customer base aligned with their brand
• Trade agreements opening access to new countries

However, tackling exports is not as simple as just getting some barrels, bottles, and cans on a boat. There were supply chain complexities, regulatory hurdles, and marketing/distribution channels to build from scratch. A strategic, step-by-step approach would be critical.

Phase 1: Europe

The first phase of the roadmap focused on key European. The Benelux Region has a similar cultural market with an established taste for craft beer, which represented a solid initial entry point to test branding, logistics, and demand.  With their affinity for specialty beers, the Netherlands, Belgium, and Luxembourg offered a straightforward expansion path from the U.K.

Before entering any new country, we conducted in-depth research into regulations, licensing, import/distribution channels, pricing models, and the competitive landscape. We also consulted local experts, such as to unlock in-country partnerships before going to market.

Phase 2: Leveraging Success in Asia

Once establishing a foothold across Western European beer capitals like Brussels, the next phase involved careful expansion into Asia’s burgeoning craft markets:

Australia to Singapore, Hong Kong & Japan

Australia is famous for its beer drinking and with the British diaspora and tourist market, would be an ideal springboard into the Asian Pacific market.  Singapore and Hong Kong are two major regional hub cities with considerable demand for premium imported beers from young, affluent drinkers, and Japan with its rich beer culture and high disposable incomes. We devised tailored strategies to launch in each market including unique branding to unlock these discerning markets.

Throughout each new country launch, our role involved coordinating compliance, logistics, distributor relationships, promotional campaigns, and financial modeling, with strategies in place for sustainable success.

The First Pour of Many More

Though still in the early phases of implementation, the brewery has already seen extremely positive demand signals in the markets identified. As they continue expanding distribution channels, they are well-positioned to garner international success.

For any regional manufacturer with premium/niche products, a properly phased export strategy is critical to testing and then capturing overseas markets. We are proud to develop their comprehensive roadmap and can raise a glass to their worldwide growth and success!