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The American Craft Beer Company heads for the UK

by on October 11, 2012 in Lead story, Retail, Retail News

The American Craft Beer Company today announces it will begin positioning American Craft beer brands for retail to UK customers.

The company has been specifically formulated to grow its roster of brands and grow the category. , The American Craft Beer Company will focus on five key brands from Stevens Point Brewery; Point Belgian White, Point Pale Ale, Point Black Ale, PointAmber Lager and Point IPA. These brands will cater for the increased demand from UK consumers for American Craft beers.

American Craft beers have enjoyed significant export growth passing 125k hls over the past two years (2010 & 2011). Year on Year Growth of 21% and 86% respectively with over 50% of this volume being exported to Europe. The two European leaders of imported American Craft Beers are Sweden and UK, with the UK importing over 33k hls*. American Craft Beer Company’s forecasting indicates that the market will continue to develop enjoying double-digit growth over the course of the next 5 years. *Brewers Association of America.

The Stevens Point Brewery (www.pointbeer.co.uk) is steeped in a history that has transcended the trials of the Civil War, the Great Depression and Prohibition. More than 150 years later, Stevens Point Brewery continues to successfully brew quality beer, just as the founders, Frank Wahle and George Ruder, did in 1857. This undeniable endurance is a testament of why Stevens Point Brewery, in Stevens Point, Wisconsin, is the 5th oldest continuously operating brewery remaining in the United States. Today, it is proud to be Wisconsin-owned and independently operated. Soon UK customers will be able to purchase Stevens Point in selected outlets, via their partnership with The American Craft Beer Company.

Each of the 5 Stevens Point products have been individually crafted for a unique and enjoyable flavour:

Point Belgian White2010 Gold Medal Winner, US Open Beer Championships.  Point Belgian White is a smooth refreshing and distinctive beer brewed in the tradition of Belgian Style White Ales.  Our recipe boasts the finest barley and wheat malts, white wheat, rolled oats, and Noble Hallertau and Saaz hops – naturally flavored with a hint of Curacao orange peel and coriander.  The result is a light-bodied beer renowned for its signature golden-white haze.  Try it with an orange slice.  5.4 % abv, IBU’s 15

Point  Pale AleRecently voted the “Best of the Midwest” in the United States Beer Tasting Championships.  Point Pale Ale is crafted using generous quantities of the choicest Yakima Valley, Cascade hops and the finest crystal, 2 row pale, and Munich malts. The result is delicious American Pale Ale with a signature fragrant hop bouquet and a soft malt palate. 5.4% abv,IBU’s 33

Point Black AleWorld Beer Championships, silvermedal winner, 2012 World Beer Cup, silver medal winner, and 2011 US Beer Open Silver Medal Winner.   Dark rich roasty and complex, Point 2012 Black Ale is hand-crafted with Pale, Munich, and Roasted Malts with Cluster, Saaz, and Cascade hops for the robust flavor and finish.  5.2% ABV, IBU’s 9

Point Amber LagerVienna-style lager made with German hops, caramel malt and two-row malted barley.  Our unique blend of German hops creates a floral aroma that’s better than bouquets.  Add in caramel malt and two-row malted barley for a sweet, well balanced copper-colored later with a smooth taste. 4.7% ABV, IBU’s 16

Point IPA Crisp India Pale Ale, dry hopped with Cascade, Perle and Magnum hops.  Our IPA has bold hop aroma.  The crisp and citrusy trio of Magnum, Perle and Cascade hops have been dry hopped to create a taste, so complex and delicious, you’re sure to enjoy. 5.6ABV IBU’s 34

The American Craft Beer Company will focus on growing the range of American Craft brands through UK retailers. Mark Smith and Huw Williams, who come from Molson Coors and Bass respectively, have formulated the company with Development Director Ed Firth. Mark Smith heads up Marketing and Commercial and has been a leading brand executive in international brewing for many years.

His experience ranges from managing the Bass (now Molson Coors) portfolio in Northern Europe to working within the consumer teams on their flagship brands, Grolsch and Carling. Mark left Molson Coors in 2005 and founded two consulting/brand advisory businesses, successfully developing beer, wine and spirit brands for numerous global and domestic clients.  Mark is joined by, Huw Williams – Marketing and Sales, who has 25 years of experience in international, domestic and export sales, gained with the likes of Cadbury, Coca-Cola and his 15 years with Bass. Huw has successfully launched ales and beers across the globe.

As Development Director Ed Firth will build the infrastructure and systems for the business. With over 20 years of experience across a variety of business sectors and organisations, Ed has areputation for delivering results. He has founded two successful management and development consultancies where his philosophy is that real achievement is attained only through people. Ed will make sure the right people are in theright place at the right time, to ensure American Craft Beer is in the right place at the right price.

The American Craft Beer Company, Mark Smith says, “Having been involved in the beer industry for the last 20 years Craft brands offer the most excitement to consumers and retailers not seen in the last decade. When people think of American beers they think of the big usual power brands, but 6% of all beer consumption in the US is now Craft and it is, and continues to be, the one of only a couple of categories in growth on both sides of the Atlantic. We are thrilled to be working with Stevens Point Brewery and their brands are simply exceptional. These brands are going to change the way consumers think aboutbeer. A major US brewer executive once told us, ‘it is our job to maintain the status quo’ it’s our job at American Craft Beer Company to blast that apart.”

Stevens Point Brewery, Joe Martino, CEO says “The American Craft Beer Company have a unique perspective on our brands and therole they can play in the UK market. We have been in business since 1857 and this will be our first venture into the export market, having reviewed the UK beer scene in much detail we are convinced that the time is now to capitalise on this new and emerging trend. Our beers are brewed in Stevens Point WI, and enjoyed across many states in the US and now we’re adding the UK to this list. I can’t wait to get to the UK and drink a Point Beer.”

For more information on The American Craft Beer Company please contact:

Jacquie Chalmers, Amy Rackham or Ben Welling at Amazing Media.

firstname@amazingmedia.co.uk / 0207 033 3722

 

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