Yorkshire brewery taps into Chinese exports

A British brewery is tapping into China's thirst for international beer by securing 96,000 pounds ($121,000) worth of export orders from Chinese customers.

Leeds-based North Brewing Co attended China's biggest trade show for the food and hospitality industry, Food and Hotel China, on a Northern Powerhouse trade mission organized as part of the UK government's Food is Great campaign.

The initiative's aim is to help British food and drink businesses sell their goods and services overseas.

Founded in 2015, North Brewing Co began exporting 18 months ago when it shipped its first international order to Ireland. The company now exports to 17 countries.

With export orders on the rise, the business is expected to grow its turnover to 1.8 million pounds ($2.3 million) by the end of the 2018/19 financial year.

John Gyngell, director at North Brewing Co, said: "Chinese consumers have a growing thirst for international beer, with Shanghai and Hong Kong in particular developing a taste for overseas independent craft beers."

Gyngell added that breaking into the Chinese market had its challenges.

"We had to accommodate for the extra shipping time and find partners that care about our beers as much as we do," he said, "We've made sure that our distributors are using cold chain refrigeration throughout their journey from Leeds direct to bars and shops in China."

But he noted that his company had support from "expert government trade advisers to help businesses overcome these challenges".

"I would encourage other local food and drink businesses like us to take the leap and sell overseas," Gyngell said.

Mark Robson, the Department for International Trade's head of Yorkshire and the Humber, said: "The latest export figures show that Yorkshire breweries are selling more and more products into China. From just 150,000 pounds in 2012, the region sent 3.98 million pounds worth of beverages to China in 2017."

China is a key market for international beer brands and analysts believe the demand for craft beer will continue to increase as disposable incomes rise.

Earlier this year, Scottish craft brewer BrewDog announced it is looking to open a brewery in China to capitalize on the fast-growing market for premium beer.

China is the company's second-largest international market and the brewer said with the help of its distributor, it has made BrewDog one of the well-known and widely drunk craft beers in China.

Contact the writer at boleung@mail.chinadailyuk.com