The Brewers Association’s (BA) Export Development Program (EDP) has supported American craft beer in Sweden for more than 20 years, continually working to strengthen the presence, perception, and performance of U.S. breweries in this mature and competitive market. Sweden remains the second-largest European destination for American craft beer, accounting for 5.4% of global exports.

In October, the EDP returned to Sweden to build on its ongoing market-development efforts. Centered around an American craft beer pavilion at the Stockholm Beer & Whiskey Festival, the program featured multiple layers of engagement, including a trade mission with nine brewery representatives and a high-impact beer-and-food pairing experience for Swedish media. Together, these activities aimed to position American craft beer as a leader in innovation and quality, strengthen relationships with the local beer trade and Systembolaget (Sweden’s government monopoly retailer), and expand long-term awareness and opportunities for U.S. craft brewers in the market.

Highlights from the trade mission:

Beer & Food Pairing Media Event

Beer and food pairing events have proved a successful strategy for generating media coverage in other markets and this year the EDP decided to apply this winning formula to Sweden by hosting a showstopping beer and food experience designed to raise awareness and appreciation of American craft beer among Swedish media.

Commissioning a local marketing specialist to identify a beer/lifestyle audience, a unique, one-off event took place at the acclaimed Portal restaurant in Stockholm. The event showcased the complimentary nature of seasonal Swedish cuisine and American craft beer, and was attended by 18 of Sweden’s top beer, beverage, lifestyle and consumer journalists, influencers and writers.

Stockholm Beer & Whiskey Festival

The 2025 Stockholm Beer & Whisky Festival, one of Scandinavia’s largest trade and consumer events, marked the Brewers Association’s 21st year of participation and continued to serve as a strong platform for promoting both established American brands and breweries exploring the Swedish market for the first time.

More than 7,000 visitors attended the two-day event, including leading importers and buyers from Systembolaget. Positioned at the entrance to the hall, the BA booth was one of the most visible and heavily visited areas of the festival. Twenty EDP member breweries participated, pouring 60 different American craft beers for an enthusiastic audience.

Festival highlights included a press conference celebrating two decades of American craft beer in Sweden; a newly expanded “Meet the Brewer” sampling area; three sold-out Masterclass tastings, each drawing a full audience of 50 consumers; and a series of productive importer meetings and discussions focused on future Systembolaget listings.

The EDP also covered entry fees for all participating members to have their beers evaluated in the festival’s annual competition. Congratulations to Toppling Goliath Brewing for earning a gold medal for Cyber Sue, and to Night Shift Brewing for taking silver for Santilli IPA in the Modern Ale category. Additional congratulations go to AleSmith Brewing’s Speedway Stout (silver) and Griffin Claw Brewing’s The Macchiato (bronze) in the Porter and Stout category.

American Craft Beer Special Edition – Alt Om Whisky et Ol Magazine

In the months leading up to this year’s festival, the EDP sponsored the production of a special edition of Tasty Beer, a magazine published by Alt Om Whisky et Øl. This issue set out to tell the story of American craft beer—highlighting the people behind it, as well as the innovation and commitment to quality that make it unique. The digital edition was distributed to 10,000 subscribers and further shared with members of the Bishops Arms consumer club, representing 39 pub locations across Sweden. Check it out!

The EDP’s mission to Sweden played an important role in strengthening importer relationships and facilitating potential new listings in Systembolaget. It helped raise media awareness for American craft beer among both dedicated beer drinkers and the wider lifestyle audience, and helped reinforce American craft beer’s reputation for world-class quality, creativity, and brewing expertise.

U.S. craft brewers are encouraged to engage with the EDP to take advantage of ongoing international marketing initiatives, including a planned return trade mission to Stockholm in 2026. Further details will be shared as the programming develops.

The work of the BA EDP is made possible by grants from the United States Department of Agriculture. The BA is committed to increasing trade relationships, enhancing media visibility, and raising consumer awareness of American craft beer in Sweden and internationally via festival participation, trade conferences, retail promotions, media campaigns, and international beer competitions.