Glasgow-based wholesaler JW Filshill has signed up 19 Scottish brewers for its export initiative Craft Beer Clan (CBC).
The original four members - William Bros, Eden Brewery, Inveralmond Brewery and Deeside Brewery – have been joined by a further 15 including Tennent Caledonian.
Targeting a £2.5m annual turnover within five years, CBC is exporting to burgeoning markets in the Asia Pacific region, and is in discussions with distributors in Scandinavia, Dubai, Japan and North America.
“We have brought together these amazing craft breweries whose owners are extremely forward-thinking and recognise we have the experience and partners in key exports markets,” said JW Filshill’s head of export and commercial operations, Chris Miller. “Our strategy has been to identify an opportunity to target consumers who already love and buy Scotch whisky but want to try something new with a great story behind it – and that’s what these breweries and their brands have.
The other 14 are West Brewery, Drygate Brewery, Caledonian Brewery, Loch Ness Brewery, Lerwick Brewery, Speyside Craft Brewery, Black Wolf Brewery, Brewmeister, Broughton Ales, Fyne Ales, Jaw Brew, Knops Beer Company, Loch Lomond Brewery and Stewart Brewing.
“We’re working with the breweries on an individual basis,” added Miller. “For example, Williams Bros is already exporting to around 20 countries but is Craft Beer Clan to target new business in markets it hasn’t yet penetrated.
“Others such as Jaw Brew - a husband-and-wife team in Glasgow who only set up in business last year - require more help and we’re in a position to tailor our services to their specific requirements.”
Miller said CBC was aiming to appeal to local demand by offering formats that met consumer needs.
“We learned very quickly in our new Asia Pacific markets that women are just as adventurous as men when it comes to discovering new taste sensations,” he said.
“The bigger 50cl bottles don’t always appeal and we’ve found that women and new entrants to the craft beer sector will trial smaller 33cl packs.”