While it’s clear that beer was historically meant to be shared around the world, Canadian brewers could do better. Generous as we are, Canada shares a good amount of beer with our southern neighbours. According toBeer Canada, total beer exports in 2018 were valued at $155.1 million, with a quantity of 163.4 million litres.
While those figures aren’t bad, in 2008, Canada was exporting far more—$325 million worth of beer into the U.S. alone. But there’s been a downward trend ever since. Perhaps it’s time to reverse the needle and share more of the quality beer coming out of Canadian breweries—to the U.S. and beyond.
Exporting craft beverages takes expertise in market research, branding, distribution relationships and a very good digital marketing strategy.
Moving from a bricks and mortar to a digital-first model can be daunting, but you don’t need to do it alone. You can hire experts to help and can take advantage of government programs to get started. The Trade Commissioner Service’s CanExport for Small and Medium Sized Enterprises offers up to $75,000 to:
- help you break into international markets
- cover some costs related to digital adoption such as adaptation and translation of marketing tools
- search engine optimization
- expert advice from legal and business experts
- intellectual-property protection
If you have a high-potential startup or scale-up company with existing technology, product, or service, Canadian Technology Accelerators (CTA) can support your international business growth in North America, Asia, and Europe. CTA’s give your business a soft landing and introductions to potential investors, partners and customers.
The Business Development Bank of Canada offers loans for businesses to purchase or upgrade their information and communications technology. This includes hardware, software, and related advisory services.
Use the Innovation Canada portal to find federal and provincial government support that could facilitate your digital strategy.
Shifts in consumer behaviour, increased rates of online shopping as well as the impacts of COVID-19 are driving companies like yours to adopt a digital first model. By going digital, borders become less of a barrier and the world becomes your market, unleashing opportunities to tap into new customers like never before.
If you want to talk about executing an export strategy for your brewery, distillery or winery… talk to us.