A Successful Return to Europe’s Beer & Food Attraction Show

In February, the EDP participated in the 2026 Beer & Food Attraction (BFA) in Rimini, Italy, for what has evolved into one of the most impactful trade shows on the EDP roster. BFA attracts key trade members from all over Europe, and while the broader show includes beer, food, beverages, mixology, and the HoReCa sector, the mix of attendees attracted by these components is a strong fit for EDP members. Collectively, the 2026 program was effective in promoting American craft beer to the European trade audience through building meaningful connections between US brewers and qualified importers and distributors.

Taking a closer glance:

• 145 buyers attended from 45 countries.
• Total attendance reached between 43,000 and 45,000 visitors.
• 600 exhibitors participated from 16 countries.
• Overall attendance increased by 7%, continuing two consecutive years of growth.
• EDP connected with industry buyers from Denmark, France, Finland, Germany, Italy, the Netherlands, Mexico, Spain, Sweden, and Ukraine.

The EDP booth was highly visible and benefited from an expanded footprint in a high-traffic area of the importer hall, keeping it busy throughout the show. Importantly, the BFA booth was also the debut of the EDP’s new American craft beer branding, which stood out on the crowded trade show floor. In total, 18 US breweries were represented, showcasing 52 beers, with five US brewery representatives attending in person. Throughout the show, the booth served as a central meeting point for importers, distributors, retailers, brewers, buyers, and media interested in American craft beer.

In an attempt to boost awareness for American craft beer at the show, two additional events left a lasting impression. The first, a media-focused Sunday masterclass, featured beers from six EDP member breweries and drew around 50 attendees. This was a strong showing on a busy tradeshow agenda and demonstrated positive interest in American craft beer. Beyond the masterclass, no trip to Italy would be complete without a healthy focus on cheese, and the EDP team once again delivered in this regard with a highly popular beer-and-cheese tasting session at the booth on both days.

Overall, EDP was pleased with the show’s outcome. Importer engagement was strong, and the collective effort left a strong impression for American craft beer in the minds of a diverse group of the European trade.

The Great American Craft Beer Showcase at Korea International Beer Expo

Just prior to the Craft Brewers Conference, the EDP team organized a trade mission to Korea to attend the Korea International Beer Expo (KIBEX), held April 16–18. As South Korea’s only beer-specialized trade fair, KIBEX brings together the full beer value chain—from production and ingredients to packaging, distribution, and retail. The EDP operated its booth in partnership with the USDA Agricultural Trade Office (ATO) in Seoul and the local importer community, using the event to connect US craft breweries with importers, distributors, retailers, media, and consumers while promoting the quality, diversity, and innovation of American craft beer under the banner of the “Great American Craft Beer Showcase.” The showcase featured 28 member breweries from 12 states, including 15 that were new to the South Korean market.

In total, 260 exhibitors participated, with roughly one-third focused exclusively on beer. More than 25,000 people attended, including 5,000 trade professionals. These strong attendance figures kept the EDP booth busy throughout the show and created meaningful opportunities for importer engagement and direct brewer-to-buyer connections. US craft beer also received extensive media and public relations exposure through Korean news outlets, industry publications, live interviews, US Embassy Seoul social media promotion, and attendee-generated online content.

Prior to the trade show, the trade mission delegation’s time in market included a visit to the United States Agricultural Trade Office (ATO) and a market tour that provided insight into South Korea’s beverage landscape. Two presentations helped EDP representatives better understand current market conditions, which offer some notable headwinds in the form of currency depreciation relative to the US dollar, energy cost increases, and developing competition. Site visits to a large grocery store and two premium alcohol retailers exhibited these dynamics, offering a practical view of how beer is positioned in the market today.

Taken together, KIBEX 2026 was a productive event for American craft brewers. Four of the 9 new-to-market breweries developed preliminary business partnerships with Korean importers, with more likely to follow. The show reinforced South Korea’s continued interest in premium American craft beer while also underscoring the increasingly competitive local beer environment. Even with those challenges, American craft beer continues to stand out in Korea for its innovation, quality, and stylistic diversity, and importer engagement remained strong throughout the event.

Importer Trade Mission and Export Seminars at Craft Brewers Conference

Now that the EDP has had a chance to catch its breath after a whirlwind Craft Brewers Conference (CBC), it is looking back on another highly productive event. The trade mission featured 13 attending importers from 11 countries, and over 100 meetings between importers and EDP members. While export success is a long road, importer and member feedback alike indicates that the CBC and GABF trade missions provide a headstart on that path. Both parties can meet with more contacts in one place than would otherwise be possible without substantial travel time and investment. The trade mission also offers an opportunity for the EDP, gaining insights into market dynamics through face-to-face meetings with members of the importer delegation and offering a forum for discussion on challenges, opportunities, and the efficacy of in-market programming.

Beyond importer meetings, the team hopes that you were able to attend some of the export-focused seminars that the EDP organized. The diverse track of seminars, including a China market overview, an overview of different segments of the UK craft beer market, a Japan market overview, and a Mexican importer panel.  These seminars offered a glimpse into the dynamics of what it takes to be successful in each market, and if you weren’t able to join, the slide decks from each seminar will be made available in the EDP member resources area later this year.

While the ensuing weeks since it left Philadelphia has proven sufficient time for the EDP team to begin missing Philly cheesesteaks again, we’ve also begun planning for the next trade mission at the Great American Beer Festival in Denver in October. Stay tuned for more info, and we look forward to sharing a beer with you this fall!

Southeast Asia Market Reports

The EDP is pleased to announce that it has added another Southeast Asia market report to its lexicon, with Singapore serving as the most recent release. EDP members can now access Southeast Asia market reports covering Malaysia, Singapore, and Thailand under the Market Research & Launch Plans tab of the EDP Member Resources area. These reports provide timely, practical insights to help members stay informed, evaluate opportunities, and plan for international market entry.

No spoilers, but each country’s report includes:

• Market overview
• Regulatory frameworks and market entry requirements
• Distribution structure
• Market pricing and pricing mechanics
• Competitive landscape
• Logistics considerations
• Strategic market entry guidance

Please reach out with any questions. To those of you who registered to send beer on the upcoming Southeast Asia shipment or participate in the upcoming trade mission to Thailand, we hope these reports are helpful as you plan your next moves in the region.

Australian International Beer Awards Results

The EDP supported member participation in the 2026 Australian International Beer Awards (AIBA), held May 5–8. The program covered competition entry fees for up to three brands per brewery, helping breweries present their beers in a well-respected competition that garners international recognition.

Winning an award increases the visibility of American craft beers in the market. The EDP is pleased to report another successful year for US craft brewers, with American craft breweries earning 86 awards, including 8 gold, 26 silver, and 52 bronze medals. These results not only elevated individual breweries but also helped reinforce the broader reputation of US craft beer among importers and consumers across the region.

See this year’s winners

New USDA Grant Expands EDP Funding

The last EDP newsletter announced the submission of a new grant funding application for the America First Trade Promotion Program, and now with this newsletter, we are pleased to announce the award. The EDP received an additional $850,000 that will be put to use in expanding or reinforcing EDP initiatives. This sales and trade focused program will help expand the reach of American craft breweries in key markets, offering a boost to members as they look to secure new business in an increasingly challenging global export environment.

Despite this recent win, the team is hard at work drafting its application for the next round of Market Access Program funding, which has long been the mainstay of EDP funding. Taken together, the resources at the EDP’s disposal now contribute to a more formidable program than ever before.

Looking Ahead – the 2026 Market Development Event Calendar

With a variety of exciting events lined up for the rest of 2026, we encourage you to stay tuned for more details. These upcoming opportunities will help you promote American craft beer globally and expand your reach through expos, festivals, and trade missions. We look forward to your participation!

See below for upcoming program timing: