The Brewers Association’s Export Development Program (EDP) is advancing American craft beer promotional activity across Southeast Asia with targeted trade and consumer touch points designed to convert interest into sustainable growth.

This work builds on the EDP’s expanded presence in the region and the appointment of Beer Asia as the Southeast Asia partner to drive on-the-ground execution.

Following the first shipment of member beers, Chris Roberts and Oliver Woods from Beer Asia have worked to activate a series of trade and consumer activations across Thailand, Singapore, and Malaysia.

While in early stages, the events have generated significant consumer excitement and qualified importer conversations, sample requests, and strong visibility in markets. The team has seen strong engagement for hop-forward offerings, plus solid interest in lighter, fruit-forward and experimental styles.

The first activation was a booth at Pub & Bar Asia, Thailand’s only international trade show dedicated to pubs, bars, and nightlife, at BITEC from July 24-27. Organizers estimated attendance of around 15,000 people across bar groups, importers, and hospitality buyers.

• Booth impact: A prominent, branded booth experience sustained traffic through close each day and supported both casual sampling and seated conversations. BA and EDP member branding featured prominently on entry signage for added visibility.
• Peer-led discovery: Respected Thai brewers, trade figures, and enthusiasts brought peers to taste, creating periodic “crowd moments” and opening doors to importer and F&B group discussions.
• Outcome: Multiple requests for follow-up and pricing from importers and F&B operators who expressed a clear desire to see more U.S. craft options in-market.

August saw us partner with the California Milk Advisory Board and the ATO for the California Jack Cheese Launch & Craft Beer Pairing Event. Sixty attendees including buyers from CP Group (Makro, Lotus’s, 7-Eleven), USDA representatives, media and industry partners sampled cheeses paired with selected EDP member beers. The experience underscored the shared appeal of both categories to a similar consumer demographic, internationally minded, higher-income buyers.

To tap into the buzz generated from Pub Bar Asia, Beer Asia partnered with American-owned Two Palms Taproom for an exclusive 30-seat tasting targeting craft enthusiasts and importers. Content creators including Beer People amplified reach to an audience far beyond those in attendance.

Chris had the opportunity to attend two events in Singapore: The Great American BBQ on August 18 hosted by the ATO and an industry roundtable with the head of merchandising for Fairprice grocery store group on August 19 in the U.S. Embassy along with new Regional Agricultural Counselor Alicia Hernandez, which strengthened relationships and provided insight into what is driving the decisions of Singapore’s largest grocery store group.

The next major activation is Brewnanza, Singapore’s largest craft beer festival, taking place from August 29-31. The American Craft Beer Experience booth will showcase EDP member beers to a range of local and international guests, plus over 80 journalists and influencers, and will feature two masterclasses hosted by BA Executive Chef Adam Dulye.

The BA has already generated significant visibility prior to the event, including on Channel News Asia, Augustman, Honeycombers, Prestige and Spirited Asia.

In September, the EDP will launch three activations in Kuala Lumpur to introduce Malaysian buyers and consumers to reinforce premium positioning, cold-chain integrity, and quality narratives As momentum builds, the Beer Asia team wishes to express their sincere thanks to members who shipped beer for the U.S. Craft Beer Showcase. Your support makes this possible: samples, training, and festival visibility all flow from having quality beer on the ground. Chris and Oliver look forward to sharing updates following upcoming activities around Southeast Asia as momentum continues to build.