- Serve as China representative for the Association, providing long-term, in-market trade development and promotional support for the U.S. craft beer industry in China.
- Activities include market research and ongoing monitoring of the Chinese craft beer sector.
- Trade outreach and relationship development with importers, distributors, retailers, and industry stakeholders.
- Organization and participation in trade shows, festivals, and conferences.
- Delivery of educational seminars and industry briefings.
- Support for the import and promotion of U.S. craft beer samples at promotional events.
- Representation at U.S. government-organized seminars and consulate-hosted activities.
- Management of the Association’s China-facing social media presence.
- Public relations support for craft beer tastings and educational events.
American Craft Beer Promotion in China
Since 2008, MZMC has supported the Brewers Association with sustained in-market trade development, promotion, and export guidance in China.
Work Scope
Outcomes
- Supported China’s early exposure to U.S. craft beer and its distinctive industry culture, contributing to the establishment of a strong reputation for quality and innovation among Chinese trade stakeholders and consumers.
- Strengthened engagement between the Brewers Association and key participants across China’s craft beer ecosystem through sustained in-market activity.
- Conducted comprehensive market research in 2019 and 2020, resulting in a 40+ page export guide to China for American craft beer producers.
- Over 80 American craft beer brands are now represented by major Chinese distributors.