The Brewers Association’s (BA) Export Development Program (EDP) continued its longstanding participation at the Great British Beer Festival (GBBF) this August, with Adam Dulye (BA executive chef and EDP project coordinator) and Lotte Peplow (BA European ambassador) representing the BA in London.
EDP member engagement throughout the event was strong this year, with 26 breweries sending 92 beers to be presented. The show typically brings in upwards of 50,000 attendees across its five sessions.
Adam and Lotte also took part in four other education and tasting activities for media, consumers, and trade around GBBF.
The first of these was the annual meeting of the British Guild of Beer Writers. Around 200 guild members gathered at a local London brewery for the opportunity to network and sample different beers, including several on tap from EDP member breweries.
The BA then hosted a private tasting inside the festival hall of eight member beers to over 70 guests. A number of member brewery representatives and brewers themselves were present to introduce the beers to attendees and take their questions, which made for particularly impactful learning.
During GBBF itself, the BA held the final two events: a media lunch at Yeni, a boutique Soho restaurant, and a canned beer tasting event at The Rake, a local craft beer house. The lunch included a four-course beer and food pairing menu designed by Chef Adam, with 25 members of media in attendance, as well as the Deputy Chief of Mission of the U.S. Embassy in London. Meanwhile, the canned beer event provided an additional direct touchpoint to consumers, further contributing to a greater understanding of American craft beer in the UK market.
Print and digital media response has been strong. Below are just a few online examples of press coverage related to the EDP’s participation in GBBF 2019: