Clements Marketing (then trading as MetafocusGlobal) won the bid to carry out the British Craft Brewers Export to China Project for Food and Drink INet in December 2012. The aim of the British Craft Beers project was to
- Develop a framework for breweries to export to China
- To deliver a plan that identifies a structured approach to the product, process and marketing required to sell craft beers to China.
The project partners were
- Thornbridge Brewery, Bakewell. Key lead brewer being Interested to sell into China
- University of Nottingham Food and Biofuel Innovation Centre in the School of Biosciences. Shelf life, Product groupings and knowledge of brewers. List of export ready brewers.
- University of Nottingham, Ningbo China, business school. China market research, interpretation
- UKTI: Market research, regulatory aspects, shipping, import regulations, packing and labelling.
- We consulted: The Food and Drink Export Federation, China-Britain Council. Asia Business Centre, British Pub and Brewery Association.
Clements Marketing Ltd was to project manage and produce the business plan, branding, marketing and deal with commercial issues as well as the issues and complications with export to China.
The British Craft Beers export to China project was to cover.
China Market – market conditions, demand, demographics and taste,. current suppliers and distribution options
List of export ready brewers. Which beers? Product concept, technical and regulatory issues
Brand concept and identity
Sales and Marketing
Marketing plan: packaging, promotion, event, website, sales channels
Shipping, import agents, regulations, customer service
Business Case Development
Costing model – cash flow
A press release announcing the British Craft Beer export to China project is available to download by clicking here.
A report (British craft brewers export project) covering the project findings was published.
Two trips were made to China covering cities Shanghai, Ningbo and Chengdu. The first in March 2013 was to confirm the research of the Chinese market for British Craft Beer, the second to find distributors and importers.
The research clearly identified that there was a market and as a result Alan Clements and Richard Worrall set up British Craft Beers Ltd to turn the research into a business.
Clements Marketing Ltd has been contracted by the Food and Drink iNet to support and be involved with the regional breweries in exporting to China. We recently presented at the IBD Craft Brewers workshop at the University of Nottingham our current findings. A presentation of these findings can be downloaded by clicking this link.
TV and radio coverage of the success of the project can be seen in the top right of this page.
Read our blog about the British Craft Beers project.
If you would like to be part of this initiative or would like to discuss it further, please contact Alan Clements or Richard Worrall on 0115 8232772 firstname.lastname@example.org.