Beijing Brew Brings Together Craft Brewers Across China

Earlier this month, the U.S. Grains Council’s (USGC’s) Beijing office participated in the Beijing International Craft Brewing Exhibition, more commonly known as Beijing Brew. This annual event, that commenced in 2015, holds significant importance as a professional platform showcasing the historical evolution of the Chinese beer industry.

This year’s exhibition covered an impressive 12,000 square meters (129,167 square feet) and featured 160 exhibitors from the craft brewing sector. With 18,953 professional attendees hailing from various corners of the globe, the event truly stood as a testament to the thriving craft brewing community.

“The Council’s Beijing office seized the opportunity to operate a booth, showcasing samples of U.S. malt alongside beers crafted using the U.S. commodity. The response from participants was overwhelmingly positive, with many expressing interest in U.S. malt,” said Wennie Liu, USGC program manager in China.

“The Council remains committed to promoting American malt, with a strategic focus on facilitating the entry of more U.S. malt brands into the Chinese market in the coming years. We are confident in the Chinese craft brewing industry’s escalating demand for premium-quality malt.”

In addition to the exhibition, a series of concurrent events, including forums, were organized, providing attendees with invaluable insights into the craft brewing landscape. These forums not only enriched participants’ knowledge but also served as a platform for fostering meaningful interactions and exchange of ideas among industry peers. The Beijing office invited a Chinese brewer to deliver a presentation on U.S. malt use in the craft beer brewery.

“Over the past few years, every step taken by the Council has been aimed at expanding the options for raw materials in China’s beer industry. While our import volume may appear modest, we firmly believe in the potential of the Chinese craft beer market and its increasing demand for high-quality malt,” Liu said.

“By participating in exhibitions like these, we demonstrate our support for the growth and development of craft brewing in China, emphasizing our dedication to providing brewers here with top-tier ingredients. Looking ahead, the Council plans to introduce more U.S. malt brands into the Chinese market, further enriching the choices available to the brewing industry.”