Exclusive benefit for BA Export Development Program members
Not a member? Learn more about the program benefits and fees.
Brewers Association Export Development Program (EDP) members are invited to participate in a series of shipments to Southeast Asia, providing fresh American craft beer samples for regional marketing and educational activities.
Beer Asia, led by craft beer veterans Christopher Roberts and Oliver Woods, will serve as the EDP’s regional partners, coordinating a range of events and promotional projects in collaboration with local importers. These efforts will benefit U.S. breweries with established distribution and those exploring export opportunities in the region.
To ensure the highest quality, Beer Asia has arranged for in-market cold storage of the beer throughout the three-month program.
These events will spotlight American craft beer to trade professionals and industry leaders across key Southeast Asian markets, including Thailand, Malaysia, Singapore, and potentially Taiwan. This is a unique chance for U.S. breweries to enhance brand visibility and build valuable connections in Southeast Asia’s rapidly growing craft beer scene.
2025 Southeast Asia Marketing Activities
The following events are key targets for this shipment:
Tianmu Beer Festival — Taiwan — July 19-20
Tianmu is Taiwan’s largest craft beer, food, and music festival, drawing thousands of beer lovers and industry experts. Featuring hundreds of breweries from around the world, this event offers American breweries a prime opportunity to expand their presence in the growing Taiwanese craft beer market.
Pub & Bar Asia — Bangkok, Thailand — July 24-27
Pub & Bar Asia is the largest beverage-focused trade show in the largest craft beer market in the region, Thailand. In 2024, the event attracted over 14,000 attendees.
Brewnanza Singapore — Singapore — August 29-31
Brewnanza is one of the largest beer festivals in Asia, held at the iconic Marina Bay Sands in Singapore. In 2024, the festival hosted 40 international breweries, with no U.S. breweries represented, making it a prime opportunity for American craft beer brands to make their mark.
Seminars and tastings for beer trade and media
With a dedicated representative agency and a cold-storage program in place, the EDP is well-positioned to execute an expansive American craft beer marketing campaign in Southeast Asia for member breweries. Beer included in this shipment will be featured in both planned promotional activities and unanticipated opportunities that were previously difficult to pursue due to time and logistical constraints. These activities include:
- Sampling Events in Collaboration with the U.S. Embassy and USDA Foreign Agricultural Service Offices
- Guided Tastings for Media and Industry Trade Professionals
- Promotional Partnerships with Other U.S. Food Export Marketing Groups
Timeline for Participation
- April 29, 2025 – Beer registration deadline + label artwork due
- May 9, 2025 – Deadline for beer to arrive at West Coast U.S. consolidation point
- June – August 2025 – Marketing events across Southeast Asia
Costs to Participate
The Brewers Association Export Development Program will cover the cost of shipment to Southeast Asia, customs clearance, delivery, and in-market activities. Participating breweries are asked to cover the cost of delivering samples to the consolidation warehouse in California.
Suggested Sample Quantity
Participating breweries are encouraged to submit up to four different brands, totaling at least 15 cases, to ensure an ample supply of samples for all planned marketing activities. EDP members with established distribution in the region may also collaborate with their importers to provide samples already available in the market for these initiatives.
Registration Instructions
- Beer Registration – Register your brewery and beers to be included in the consolidated shipment to Southeast Asia via the Registration Form at the bottom of this page no later than April 29, 2025.
- Provide package dates & product label artwork– to ship beer to Southeast Asian markets, breweries must provide certain documents for EDP use during customs clearance. These documents and product information must be provided either within the registration form OR emailed to EDPShipping@BrewersAssociation.org no later than April 29, 2025. Specifically, each brewery will need to fill out the following:
- Package/Born-On Date: – Certain target markets may require specific export certificates, which the EDP will prepare on your behalf. To complete the export certificates, brewers must provide the born-on or package date for each beer.
- Flat label artwork for each product shipped
To assist with expedited customs clearance, breweries are asked to provide the flat/print-ready label artwork, in PDF format, for each product being shipped. Artwork may be uploaded in the registration form below or emailed to EDPShipping@BrewersAssociation.org.
- Deliver samples to the West Coast consolidation warehouse no later than May 9.
Shipping Beer to Consolidation
Prior to shipping, contact edpshipping@brewersassociation.org to obtain the reference PO# required for scheduling. Once the PO# is received, the carrier must contact the Benicia Last Mile Warehouse at ca@hillebrandlastmile.com at least one business day before delivery to schedule an inbound appointment. In the request they must provide the PO#, brewery name, and that the shipment is part of the Brewers Association consolidation for Korea.
- Label all cases “Brewers Assoc/SEA” or print/attach this label
- Send your tracking information and/or any questions to EDPShipping@BrewersAssociation.org
Consolidation Warehouse Shipping Address
Hillebrand Gori Last Mile
Attn: BrewersAssoc/SEA
5341 Industrial Way, Benicia, CA 94510
Contact:
Direct (707) 741-2619 Office (707) 361-9394
Scheduling inbound shipments ca@hillebrandlastmile.com
Customer relations: charisse.tolano@dhl.com
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