A Fife-based craft brewer has joined a Scottish Development International “learning journey” to North America.
Guardbridge-based Eden Brewery is one of 10 Scottish drink producers on the five-day SDI trade delegation to Boston and Toronto this week.
SDI said the aim of the mission was to raise awareness of the Scottish craft brewing sector in a key export target market, while also providing a knowledge-exchange through a series of events with like-minded brewers, industry experts, buyers and importers who can offer advice on breaking into the market.
Included in the itinerary are visits to Harpoon Brewery and Samuel Adams in Boston, and meetings with the US Craft Brewers Association and to the Liquor Control Board of Ontario the largest buyer of alcohol in Canada.
The group which also includes representatives of Loch Ness and Loch Lomond breweries, Fyne Ales and Thistly Cross Cider is also due to attend the Ontario Craft Brewers annual conference and suppliers’ marketplace event in Toronto.
SDI said North America was a primary target for Scottish brewers. The US beer market alone is worth $99 billion annually, with craft beer accounting for 15% by volume and 17% by value.
It said interest from global markets was at an all-time high as a result of the success of brands such as Brewdog, Innis & Gunn and Harviestoun Brewery.
“The Scotland Food and Drink Export Plan identified North America as a priority market for Scottish producers, and highlighted the need to build relationships with key trade contacts and raise awareness of Scottish capabilities in this market,” SDI head of food and drink Susan Beattie said.
“We have developed this programme to equip these companies with the knowledge and skills to effectively target the North American market and take advantage of growing consumer demand for Scottish produce.”