PEOPLE
Brewers Association taps new ambassadors to promote American craft beer abroad Boulder, CO: The Brewers Association (BA), the not- for-pro t trade association dedicated to small and independent American brewers, has tapped Lotte Peplow and Yandong Lu as its craft beer ambassa- dors in Europe and China, respectively. “The variety of high-quality, full- avored beers being produced by the nearly 7,500 small and inde- pendent American craft brewers today is unparalleled anywhere else in the world, and consumer demand expands far beyond our nation’s borders,” said Steve Parr, export development program manager, Brewers Association. “The hiring of both ambassadors is a big leap forward in helping our members grow their businesses overseas.” “The addition of these ambassadors is a big leap forward in helping our members grow their businesses overseas.” Funded by grants from the US Department of Agriculture, the Brewers Association Export Development Program works to assist quality focused US brewers in identifying opportunities for interna- tional expansion and media promotion of American craft beer, as well as educating international partners about proper storage and han- dling to preserve beer avour during distribution. Since the program’s inception in 2004, American craft beer exports have increased 1,400 percent, with a 2018 value estimated at $74 million. Peplow initially became involved with the Brewers Association Export Development Program in 2006 on an ad hoc basis, but over the last ve years her role has grown to include PR, media, events, talks and tastings, importing, and liaising with the US Department of Agriculture. A Certi ed Cicerone and beer sommelier, Peplow also writes about beer, judges beer, brews beer, and is a keen beer and food pairing advocate. Based in London, Peplow’s new role will involve greater focus on European markets to educate and inform trade and industry and raise the pro le of American craft beer amongst beer drinkers. “I’ve always been incredibly proud to work for the Brewers Association over the last several years and I’m absolutely delighted with my new appointment to the role of craft beer ambassador in Europe,” said Peplow. “I’m passionate about craft beer and intend to use my new role as a springboard to advance and elevate the position of American craft beer in Europe. I’m both humbled and honored to be part of such a highly regarded industry association and can’t wait to progress my work for the Brewers Association still further. Bring it on!” Based in Shanghai, Lu is the former judge director of the China Craft Beer Competition and has years of consulting experience in the China beer industry. Notably, Lu is the only BJCP Master Rank Judge in Asia, and one of only three Chinese nationals to have completed the Certi ed level of the Cicerone program. He is also working in a part-time role as a consultant for the Cicerone program and helping grow their activities in the Asian market. “For years, the Brewers Association has been promoting craft beer culture not just in the US but across the world,” says Lu. “As a craft beer enthusiast, beer is much more than taste and aroma to me. It is what brings us together. I am so honoured to join the BA team and look forward to serving as a bridge between the craft communities in US and China.” “The ambassador role in China is a much-needed part of the Export Development Program’s efforts to provide a more regular presence for our members and American craft beer promotion in the market,” said Parr. “In his role, Yandong will help us develop and maintain relations with key trade contacts, conduct educational programs on American craft beer, represent American craft beer at events, and generate press exposure for the segment across China.” For more information about the Brewers Association Export Development Program, please contact Steve Parr at steve@ brewersassociation.org. News: people
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