On November 27, the Brewers Association Export Development Program hosted an American Craft Beer media night at Commune Reserve in Shanghai. With more than 20 journalists and key opinion leaders in attendance, American Craft Beer Ambassador Yandong Lu presented a seminar and guided tasting on American craft beer. Early results have been extremely positive, with coverage across beer, lifestyle, and general news media (radio apps, beer apps, video sites, websites, influencer social media accounts, etc.). This activity was just the latest in a series of marketing and educational activities that Yandong has been leading in China. His ongoing engagement with retailers, educational seminars for trade, promotional partnership with the beer community platform Jiuhuar, and other efforts will all continue in the year ahead.
Steve is the international relations director at the Brewers Association. In his role, Steve manages the Export Development Program (EDP) which educates international trade and media about the quality and diversity of products offered by American craft brewers and helps member breweries grow their business in international markets. Prior to his role as EDP manager, Steve spent six and a half years as the assistant director of the American Homebrewers Association helping small & independent brewers and homebrew retailers expand their reach among homebrewers. He lives in Boulder, Colo., where he is a homebrewer, Certified BJCP beer judge, and Advanced Cicerone®.See Steve Parr's Articles