In 2025, the U.S. Grains & BioProducts Council (USGBC) launched an ambitious effort to introduce specialty, high-value U.S. malt products to emerging growth markets. By partnering with leading brewers and distributors across China, Japan, and Southeast Asia, the Council set out to expand market share and build long-term demand for U.S. barley and malt.
“The Council has been active in seeking new markets and use applications for U.S. barley and malt, harnessing the strength of our membership and multiple funding streams to optimize investment and engagement around the world,” said Sadie Marks, USGBC manager of global strategies and trade.
“By exposing participants to new applications and brewing techniques, we’re building lasting loyalty to U.S. barley that ultimately supports farmers’ bottom lines.”
Mexico: Market Access Funding Drives Major New Purchase
Using Market Access Program (MAP) funding from the U.S. Department of Agriculture, the Council invested in on‑the‑ground promotion in Mexico, including escorting a team of brewers to the U.S. barley belt. The visit offered a firsthand look at the barley value chain and the critical connection between high‑quality barley and consistent, premium malt.
The team also attended the Craft Brewers Conference and BrewExpo America, where they forged new relationships with U.S. malt suppliers and industry partners. Following these engagements, Mexico’s second‑largest craft brewery purchased 12 containers of U.S. malt within a year, marking a significant gain for U.S. suppliers.
China: Investment Boosts Visibility and Early Sales
To respond to evolving consumer preferences and increased interest in premium beer, the Council deployed MAP funds to enhance U.S. barley’s presence in China in 2025. Activities included a major showcase at Craft Beer China and a prominent U.S. barley display at the U.S. Embassy’s Independence Day celebration, increasing visibility among influential brewers.
These efforts produced immediate results: a leading Chinese distributor imported four containers, a step in the right direction for U.S. market share as Chinese brewers continue to show strong growth potential.
Japan & Southeast Asia: Trial Programs Spark Interest
Trial purchases have become an effective tool in building end‑user confidence in U.S. barley and malt, particularly as breweries seek reliable, cost‑competitive inputs. In Japan, one brewer purchased U.S. malt to test its suitability for domestic applications.
Across Southeast Asia, additional malt trials remain under discussion. However, recent growth in U.S. hops sales—especially in Vietnam—has strengthened buyer confidence and opened the door to broader adoption of U.S. malt.
“Vietnam is the largest consumer of beer in the region and has real interest in high‑quality ingredients. A variety of buyers expressed enthusiasm at seeing U.S. products enter the market as a viable option,” Marks said.
“These new programs resulted in small initial purchases of U.S. malt that show international customers are interested in U.S. barley and malt and hopefully open the door for additional exports. The Council will work to expand on these initial successes and seek to continue to grow U.S. exports and engage in emerging opportunities for U.S. barley producers.”