The Brewers Association Export Development Program (BA EDP) recently took part in the Irish Craft Beer Festival (ICBF) in Dublin, Ireland.

Ireland is a beer loving nation ranking seventh in beer consumption globally per capita, despite having a population of only 4.7 million. Although synonymous with a ubiquitous stout, it has an emerging craft beer scene and a number of EDP members already enjoy a successful presence in Ireland. Cold chain infrastructure is highly developed and the market would welcome further entrants.

The BA EDP was represented by Mark Snyder, EDP manager and Lotte Peplow, BA representative for U.K. and Ireland. Sixteen EDP members participated in the festival pouring 56 different beers. The purpose of the show was to raise awareness of American craft beer and demonstrate its diversity, quality, and innovation while enhancing EDP members’ reputations overseas. Highlights included a visit from Reece Smyth, Charge d’Affaires for the U.S. Embassy, panel discussions on stage with other brewers and a high level of media interest including national press. The BA also met with importers and visited outlets outside the show.

The ICBF attracted 7,500 visitors over three days and all EDP member beers were enjoyed by an audience of Irish beer lovers. The Brewers Association’s presence proved the main attraction of the show and there was a constant buzz around the booth. Beer lovers were genuinely interested in American craft beer and wanted to discover and experiment

The BA EDP would like to thank those EDP Members who participated. This was a highly successful show and one that is likely to be repeated in 2018. Further media coverage is expected shortly.

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The BA EDP looks forward to continuing the promotion of American craft beer in the near future at upcoming activities. The BA will meet with and host Irish and European importers and other trade at the Great American Beer Festival^® and Craft Brewers Conference & BrewExpo America^®.