B.C. CRAFT BEER MALTS HEARTS IN INTERNATIONAL MARKETS
Months of planning, including careful vendor selection, long-run brand-building, a tactical marketing and sales strategy, and nineteen months of registration have all come together. PACRIM Distributors, the Vancouver-based exporter and purveyor of fine British Columbia (B.C.) craft beer, has entered an export partnership with Indonesia’s Pantja Artha Niaga (PAN), an importer and distributer of more than 150 global brands, for the export of Parallel 49 Brewing Company (P49). This new market agreement extends British Columbia’s craft beer sector into the ASEAN market. PAN’s first orders have included a 20-foot container in July and the same in November 2021, with an approximate value over $73,000.
PACRIM Distributors accessed support services and programs offered by the Trade and Invest BC team and Trade Accelerator Program, such as strategy, market resources, and mentorship to help navigate Indonesia’s complex trade ecosystem. These resources offer exporters tailored advice to help businesses develop and implement a market entry plan and grow and expand their export market. Funding to support advertising and in-store product promotions was supported in part by Export Development Canada.
“The Province of BC helped us navigate through the vast logistical, financial, and cultural nuances of bringing Canadian craft beer to the Indonesian market. Outstanding support coupled with phenomenal relationships – they were there for us every step of the way. After 18 months of work, we finally broke the market and I’m pleased to say our craft beer is selling very well. We could not have done it without their help and heavy lifting.” says Garett Senez, VP Marketing, PACRIM Distributors.
P49 delivers on their mission statement: Making great beer accessible to all. P49 is unique and edgy. Based out of East Vancouver, the craft brewery opened in 2012. Today, P49 is a master of seasonal varieties and collaborations and serves up more than 70 unique brews each year in more than 100 cities across Canada – and now internationally.
PACRIM Distributors creates international trade success by serving the needs of many small exporters, specifically B.C.’s craft beer, wine, and spirit producers. PACRIM Distributors is a full-service distributor that goes beyond logistics; they warehouse and consolidate many craft beer, wine, and spirit brands and distribute them across their partner network in 19 markets worldwide.
Exporting provides B.C. businesses with access to a larger market and an opportunity to increase their production. But for B.C. craft brewers, exporting is a delicate balance. Importers like working with suppliers who can provide them with a reliable volume. Still, if craft brewers produce any more than a maximum of 200,000 hL (2 million litres) annually, they lose their ‘craft’ status.
Although individual craft brewers have limited production and supply, PACRIM Distributors can offset this challenge by offering importers access to wide variety and a diverse collection of these niche, high-end, limited-edition, and seasonal craft products. The B.C. craft brewers also benefit from PACRIM Distributors’ collaborative distribution system. They can achieve their maximum production quantities and rely on PACRIM’s established network, in-market presence and insights on international markets and consumers, and familiarity with local business practises and regulations.
PACRIM Distributors’ full-service distribution takes the export burden from the craft brewers so they can focus their attention on what they do best, making great beer. Not only do craft brewers tap into new markets, but PACRIM Distributor also helps validates the authenticity and quality of each B.C. craft beer product under the more prominent, more recognizable geographic brand, “Canadian Craft Beer Collective.” PACRIM presents craft beer for sampling and tastings, and buyers/retailers become familiar with craft products. PACRIM provides support services such as face-to-face brand-building and marketing, including coordination with retailers for in-market displays, product training, food pairing, tradeshows, promotional events, and social media.
How strong is the B.C. craft beer sector? B.C. is the birthplace of Canadian craft beer. In the past four years, domestic sales have doubled. Want to know more about the sector? Discover why B.C. CRAFT BEER IS PITCHER PERFECT
Contact the Trade and Investment BC team if you are an international buyer interested in craft beer trade opportunities.
Are you a B.C. craft brewer who wants to know more about exporting? There are plenty of opportunities for your business to grow beyond Canada’s borders, get help exporting and check out Canada’s Trade Commissioner Services Canadian Craft Beer: Step-by-Step Guide for Exporting.
