In late April, the U.S. Grains Council’s (USGC’s) China office participated in the Beijing International Craft Brewing Exhibition, better known as Beijing Brew. The exhibition is an annual event that began in 2015 to showcase the latest trends, products and technologies in the craft brewing industry.
This year’s event brought together leading brewers, suppliers, distributors and craft beer enthusiasts across China to share ideas, network and explore new opportunities.
The exhibition featured around 200 exhibitors, including craft breweries, suppliers of brewing equipment and ingredients and distributors of craft beer – 17 of those exhibitors use U.S. malt in their craft beer. The Council used this time to operate a booth that showcased U.S. malt samples and beer brewed with the U.S. commodity, which generated a lot of interest from participants.
“By participating in this exhibition, we showed our support for the growth and development of craft brewing in China and our dedication to providing high-quality ingredients to brewers here. The Council plans to introduce more U.S. malt brands into the China market in the coming years,” said Wennie Liu, USGC program manager in China.
The event also featured a series of seminars and workshops that provided attendees with valuable insights into the craft brewing industry. These sessions covered a range of topics, including brewing techniques, marketing strategies and industry trends.
“The Beijing International Craft Brewing Exhibition is a gathering of some of the most innovative and exciting breweries in China,” Liu said. “Participating in this event allowed us to learn from and network with other industry professionals.”
Read more about the Council’s work in China here.
About The U.S. Grains Council
The U.S. Grains Council develops export markets for U.S. barley, corn, sorghum and related products including distiller’s dried grains with solubles (DDGS) and ethanol. With full-time presence in 28 locations, the Council operates programs in more than 50 countries and the European Union. The Council believes exports are vital to global economic development and to U.S. agriculture’s profitability. Detailed information about the Council and its programs is online at www.grains.org.