What do you need to know to begin exporting? Explore the current alcoholic drinks industry in the UK and across Europe as we help you understand each countries nuances and differences. Review the current retail landscape and routes to market as we review case studies of brands which have made the leap. Learn how to craft your message to reach a new audience, both from a brand and marketing perspective.

1. Exporting to the
UK and Europe

2. Myles Pinfold
WPA Pinfold
Steve Holt
Kirkstall Brewey

3. Myles Pinfold
WPA Pinfold
Steve Holt
Kirkstall Brewey

5. Craft – less is more
It’s all about premiumisation.

6. Craft beer is leading
the revolution in
artisan beverages

7. Craft fit for market
/ Product – quality and ingredients
/ Price – added value
/ Place – the right venues
/ Promotion/presentation –
branding, authentic story, glassware

8. Social media
experience
Bragging factor

9. The English Difference

10. Do speak the
same language
The English Difference

11. Play cricket
The English Difference

12. Drink ale
The English Difference

13. UK is an...
...Island of
64 million people
The English Difference

14. Smaller in scale than
Wyoming
The English Difference

15. Not sure if we
are European
The English Difference

16. A country of
contradictions
Legally metric, however
all our roads measure
distance in miles.
The English Difference

18. Beverage measures
The English Difference

19. The European
Difference

20. Don’t speak the
same language
The European Difference

21. 50 countries
in Europe
The European Difference

22. 28 countries in the
European Union (EU)
The European Difference

23. / Don’t play cricket
/ Good at football,
invented by the British
The European Difference

24. Drink beer,bière,birra..
The European Difference

25. Population of
678 million, if you
exclude the British
The European Difference

26. Slightly larger in
scale than USA
The European Difference

27. Definitely metric
The European Difference

28. The UK retail landscape

29. The British Pub

30. / Born out of the 17c coaching inn
/ Brewers bought inns to
secure supply chain
/ Integration ensured
good margins
The British Pub

31. / Heart of the community
/ A place to socialise
/ To meet friends
/ To do business
/ To be entertained
/ For families, male/female,
young and old
The British Pub

32. 50,000 pubs in the
UK selling 11 million
pints a day.
The British Pub

33. Every British pub is
different, however it
is a British institution.
The British Pub

36. The English Brewer

41. UK
1950 – 360 breweries
1970’s – 6 brewers controlled
80% of the market
1990 – 65 brewers
2016 –1,800 breweries, more
per head than USA

42. European Breweries
Beer market value
$39 billion

43. Germany
/ Reinheitsgebot Purity Law (1516)
/ Traditional small brewers in
south (Bavaria) – 1,000+
/ Larger global brewers in north –
Oettinger, Krombacher, Bitburger, Beck’s…
/ Craft revolution only just taking off in Berlin
/ Returnable bottle system

44. Sweden
State monopoly system
(similar to Norway) – beers
over 3.5% ABV sold in government-
controlled liquor stores.

45. Finland
Beers over 4.7% ABV
marketing is illegal
on social media.

46. Denmark
Similar to Germany, but with
greater take-up of craft.

47. Norway
Exciting craft market, however,
tax on alcohol is very high.
Similar restrictions to Sweden.

48. France
Behind the curve on craft,
dominated by traditional wine
market and global brewers.

49. Italy
Craft is starting to take off
and brewing is less regulated.
Long been big fans of the
British pub.

50. Spain
Consume twice as much beer
as wine. Craft is starting to gain
traction, primarily in cities.

51. Holland
Still dominated by monolithic
breweries (Heineken).
Fledgling craft industry.

52. Belgium
Inspiration for USA craft revolution
(alongside UK). Home of Trappist
beers, Belgium is embracing hop
forward beers.

53. UK beer
Cask vs Keg vs Lager
Over 11,000 beers in the UK.

54. Total on-trade
market value,
beverages $3.3 billion,
beer $15 billion.
Lager (domestic and imported)
Cask ale
Keg ale
Cider, etc
5%
65%
17%
13%

55. UK whisky
/ Over 100 distilleries
/ $6.4 billion value

56. On-trade vs Off-trade

57. Brand Landscape
On-trade structure

58. Tied estates:
/ Punch Taverns – 8,428 pubs
/ Enterprise Inns – 7,775 pubs
/ Greene King – 2,553 pubs
/ Marston’s – 2,250 pubs
/ Mitchells & Butlers – 1,600 pubs

59. Brand Landscape
Off-trade structure
/ Multiple grocers

60. Vanity versus sanity

61. Off-licence chains
/ Majestic
/ Bargain Booze
/ Oddbins

62. Craft beer
benchmarks – UK

63. Brewdog

64. Beavertown
Brewery

65. Thwaites
Brewery

66. T&R Theakston Ltd

67. The Americans
are coming

68. Sierra Nevada in
UK and Europe
2003 – UK launch, in Safeway
2004 – Launched to select, craft orientated bars
2005 – Listed by all major supermarkets
2016 – Leading US craft ale in UK

69. Critical success factors
/ One of first into market
/ Brand story (and reputation),
built on quality
/ Focus on fresh quality – refrigerated
shipping, attention to shelf life
/ Authenticity and passion - PR based
on interviews with Ken Grossman
/ Customer selection – high quality,
influential bars and restaurants
/ Branded merchandise fit for market -
authentic POS, support materials
and glassware
/ Roll out to Europe via UK – initially
pallet quantities to preserve freshness
/ Brand integrity and quality have been
imperative – no compromise (no
discounting, old stock disposals, etc.)

70. Sierra Nevada’s
reputation has spread
across Europe, Australia,
Japan and Brazil.

71. Brooklyn
Brewery

72. Choose your partners
wisely – agents
/ James Clay
/ Cave Direct
/ Bibendum
/ Vertical Drinks
/ Trade shows
/ Or partner complementary producers

73. Export essentials
/ Leave it to the importer/agent
/ Goods collected from
brewery/warehouse free of duty
/ Transportation, duty/tax and marketing
handled by importer
/ VAT is variable rate, subject to country

74. EMCS
/ Excise Movement and Control System
/ An EU-wide computer system used to
record duty-suspended movements of
excise goods taking place within the EU.

75. Labelling essentials
/ Product descriptor
/ Best before date
/ Origin/country
/ ABV
/ Volume
/ Allergies
/ In language of country
of distribution
/ Ingredients
/ Drink responsibly –
legislation
/ All in same field
of vision
/ Requirements can
vary by country

76. Profit on Return (POR)
/ Agent’s commission – 17-20%
–Product cost
–Shipping
–Duties (excluding VAT)
/ Retail
–Off-trade + 30%
–On-trade + 60-70%
–+VAT – variable by country, UK 20%

77. UK importers, bottlers,
producers, retailers, wholesalers
/ Harpers Wine & Spirit Directory
/ Drinks Business Buyers Guide

78. Further advice
/ export.gov
/ Chamber of Commerce
/ Trade bodies
Passport to Export
/ An export assessment and support
programme for SME’s by UKTI.

79. Summary
It’s complicated...however, no 3 tier system
/ Remember the language factor
/ Choose your partners wisely
/ Carry out trade/customer visits
/ Understand your value proposition
/ Ensure your brand story is fit for market
Make it fun and enjoyable

80. Thank you.
Any questions?
myles@wpa-pinfold.co.uk