Brewers Association to Showcase 60 American Craft Beers at London Festival as UK Takes 8.2% of Exports
Updated
Updated · - Beer Today · May 29
Brewers Association to Showcase 60 American Craft Beers at London Festival as UK Takes 8.2% of Exports
4 articles · Updated · - Beer Today · May 29
About 60 American craft beers will be air-freighted to London Craft Beer Festival on July 17-18, where the Brewers Association plans tastings in Southwark Park.
The push is timed to the World Cup in North America, with the trade group highlighting beers from host states and cities tied to matches involving England and Scotland.
Featured options range from Samuel Adams Boston Lager and Sierra Nevada Summerfest to heavier stouts from Florida's 3 Sons and New York's Equilibrium.
The UK is the third-largest export market for American craft beer, accounting for 8.2% of overseas sales for the sector represented by the Brewers Association.
The not-for-profit Brewers Association represents more than 5,600 US breweries and is using the festival to broaden UK exposure to small, independent American brewers.
Will the World Cup's American beer invasion be a boon for drinkers or a threat to local UK breweries?
As US craft beer targets UK fans, can its new green tech offset the environmental impact of transatlantic shipping?