Brewers Association Selects Andreas Fält as American Craft Beer Ambassador to Europe

American Craft Beer Ambassador

Strong European Relationships Will Advance Education

and Promotion of American Craft Beer in European Marketplace

Boulder, CO • May 14, 2012—Reinforcing its position as the leader in American craft beer promotion and education, the Brewers Association (BA) and its Export Development Subcommittee have selected Andreas Fält to cover Europe as an American Craft Beer Ambassador within the BA’s Export Development Program (EDP).

With a strong knowledge of American craft beer and held in high regard by brewers and distributors alike, Fält is charged with educating the beer community and media in Europe about the availability and quality of American craft beer. As an independent contractor, he will continue to serve as a consultant at Blue Yellow Media in the UK. He has previously held sales manager positions at Vertical Drinks, also in the UK, and Invicta Import and More Import in Sweden.

“Andreas’ appointment comes at an exciting time for American craft beer export market growth,” said Bob Pease, chief operating officer, Brewers Association. “Overall craft exports increased in record numbers in 2011, and regionally, Western Europe was the largest destination for American craft beer exports. Andreas will serve as a valuable bridge-builder to educate the growing audience of American craft beer lovers abroad."

Globally, American craft beer exports increased 86 percent in 2011, with craft breweries exporting over 110,000 barrels of beer, valued at an estimated $23.4 million. The UK and Sweden are two of the top three largest international markets, with exports totaling approximately 13,065 barrels, and shipments to the Western European region increasing by 52 percent and surpassing 51,613 barrels.

“The demand for American craft beer is steadily growing in Europe,” added Fält. “By working to achieve the goals of the Export Development Program, and helping the Brewers Association’s members in key international target markets, we will continue to increase awareness of and love for American craft beer.”

Since its inception in 2004, the EDP has worked to educate international trade and media about the quality and diversity of products offered by the U.S. craft beer industry and about the U.S. craft beer culture; inform member breweries about opportunities for their products in key international target markets and complement the industry’s own efforts to increase international distribution.