AN INDEPENDENT brewhouse based in Shipley has partnered with a US brewer to launch a new beer, called Have A Nice Day.
Saltaire Brewery is collaborating with New England-based Lone Pine USA to create the new ale, which is now being sold in both the UK and the US.
The two brewers met on a Northern Powerhouse-led Food is GREAT trade mission to Maine last year, which saw the two businesses form a relationship.
Just under a year later, Saltaire and Lone Pine’s new Have A Nice Day is on sale, and the Shipley brewer has been able to deliver its side of the partnership thanks to a new brewing facility, partly funded with increased international sales.
This overseas growth has been supported by the Food is GREAT campaign, a cross-departmental initiative between the Department for Environment, Food & Rural Affairs (Defra) and the Department for International Trade (DIT), to showcase UK food and drink overseas and help more businesses export.
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Saltaire has been working with DIT advisers to help gain the insight required to tap into markets with the biggest thirst for UK craft beer. It has found its Triple Choc and IPA beers to be the most popular with overseas buyers looking for a different taste compared to a traditional blonde beer.
Its beers are now sold in 15 overseas markets including Hong Kong, Singapore, Japan and Iceland, with 125,000 pints sold outside of the UK in 2019 so far.
Nick Helliwell, sales and logistics director at Saltaire Brewery was recently appointed as an export champion. He said: “Since 2017 we've invested more than £3m in a new brewhouse and packaging plant.
“In addition to the new brewhouse, a large part of our growth plans has revolved around exporting. Defra and DIT’s support has been fantastic. The advice we received has helped us find new partners in our target markets and carry out the due diligence needed to secure successful contracts. Thanks to the trade missions we have attended, we have been able to launch our new collaboration with Lone Pine, helping to raise our profile with potential buyers in the US.
“Exporting can come with its challenges, but the support is out there. If you’re thinking about selling overseas, you need to be prepared. Get involved, be an ambassador for your company and make the most of the opportunities. If we can find success with our Yorkshire-born beer, you can too.”
Mark Robson at DIT, said: “Saltaire Brewery is a prime example of a company that has researched its markets, met potential buyers face-to-face and created opportunities to secure more overseas business. Not only have they increased exports over the years, but they’re now capitalising on creative ways, including collaborations, to enter new overseas markets.
“From identifying trade missions and potential partners to providing intelligence about new countries, our ITAs are on hand to support companies from all sectors. Anyone thinking of exporting, or expanding into new markets, should get in touch with our team today.”
Food and drink brands looking for trade advice should contact 0345 136 0169 or email yorkshire@mobile.trade.gov.uk. They can also visit great.gov.uk, which lists a variety of live export opportunities, alongside general exporting and events information.
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