The Brewers Association Export Development Program participated in the Great British Beer Festival, showcasing an assortment of US craft beers in the “Bières Sans Frontières – USA and Rest of World” section of the festival. The Great British Beer Festival took place August 7-11, 2012 in London, UK and the Brewers Association American Craft Beer Ambassador Andreas Fält was there to represent the BA.
Here is a brief description of the activities and events that the BA Export Development Program participated in during the Great British Beer Festival and at outside events.
Great British Beer Festival American Craft Beer Booth at the Olympia Exhibition Centre
The GBBF was held this year at the Olympia Exhibition Centre, providing significant exposure for American craft brewers. American craft beers were showcase in the “Bières Sans Frontières – USA and Rest of World”, Foreign Beer Bar, which provided great exposure and was always busy. As in previous years, the BA American craft beer bar was the most popular booth at the show, attracting many of the industry leaders.
AmeriCan Revolution at The Porterhouse Covent Garden
The BA EDP hosted an evening with the British Guild of Beer Writers at the Porterhouse Covent Garden in London – the AmeriCan Revolution. More than 190 people attended and the split was 60% beer writers and 40% trade. The BA EDP showcased the diverse scene of American Craft Beer in cans, garnering the praise of the attendees as it has not been done before. Also it was a great way of introducing cans to the media and trade as CAMRA will not allow cans at the Great British Beer Festival.
American Craft Beer & Food Matching Lunch at the Alyn Williams at the Westbury Hotel
The American Craft Beer & Food Matching Lunch was held at the Alyn Williams fine dining restaurant at the Westbury hotel, with chef Alyn Williams. The lunch showcased the creativity and diverse flavors of American craft beers and the great potential it has for food matching. Alyn prepared a stunning menu paired with American craft beers, where he introduced each course. Andreas Fält introduced the brewery, the beer and spoke more about American Craft Beer scene. This event promoted the high end of the market of American Craft Beers
If you would like to read more about the Brewers Association Export Development Program activities during the Great British Beer Festival, please go to: BA Export Development Program Activities and Promotions at 2012 Great British Beer Festival