Eden Brewery sets sights on Japanese trade

Jason Hill, managing director of Eden Brewery, which produces a range of craft and cask ales, spent two weeks in the country meeting potential distributors and business contacts before returning home to review the opportunity.

He said: "The independent brewery scene is growing increasingly popular in Japan. There are a lot of really good independent breweries but there is definitely enthusiasm for high-quality imported British beer as well and, hopefully, it is an emerging market that we can enter at just the right time."

Considerations​

Eden Brewery had identified several countries as well as Japan that it was considering exporting to, he said.

"We need to look at other markets as the UK, and particularly Cumbria, are reaching a point of oversupply of real ale with both margin and product value being eroded."

Challenges​

Setting up in Japan would pose a range of challenges including the need for regular visits and contact as well as supplying the beer in 330ml bottles rather than craft-style cans.

But, he said: "There are opportunities for British breweries that have a clear story and link with what the Japanese traditionally like about England.

"Being based in Cumbria, in the English Lake District, has its advantages because it is a place popular with Japanese tourists and well known to the population as being a quintessentially English location with a strong brand in its own right."

If a good relationship was to be established, Eden Brewery would have to review its production capacity, he added.