National chains are taking an increasing interest in American craft brewers. Their customers are seeking more flavorful, high quality, local beers. In order to help educate and strengthen small brewers’ relationship with national account buyers, the Brewers Association (BA) launched a new event at the Great American Beer Festival® (GABF). The National Accounts Craft Expo, created with the assistance of the market development committee, hosted representatives from national chains stores to taste beers from the nearly 40 breweries. Registration was by invitation in order to allow one-on-one time with brewery decision makers, something that is difficult to arrange during GABF sessions.
The BA hopes to continue to grow this event in the future.