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Export Opportunities for Alaska Distilleries and Breweries

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Export Opportunities for Alaska Distilleries and Breweries Export opportunities for Alaska Distilleries and Breweries Study of Foreign Market Opportunities University of Alaska Center for Economic Development Picture 1, 2 and 3 are retrieved from http://f.tqn.com/y/cruises/1/S/q/5/6/Juneau-7113.JPG, http://www.yourlittlebeachtown.com/sites/default/files/styles/640x_fra me/public/bsg_2009_067.jpg?itok=AxHDk62V, and http://4.bp.blogspot.com/- Qgjjf4TIFaU/Tl227m8mLdI/AAAAAAAAAJQ/JZlZT8PJ8uk/s1600/IMG_4815 a.jpg Executive Summary ....................................................................................................................................... 5 1.1 Canada ................................................................................................................................................ 6 1.1.1 Distribution channels ................................................................................................................... 6 1.1.2. Importance of Hiring an Agent .................................................................................................... 8 1.1.3 Market trends: Beer ..................................................................................................................... 9 1.1.4. Market Trends: Distilled Spirits ................................................................................................. 14 1.1.5 Market associations and guilds .................................................................................................. 19 1.1.6 Local industry regulations .......................................................................................................... 20 1.1.7 Recommendation on ways to advertise Alaska distilled spirits ................................................. 22 1.2 Republic of Korea .............................................................................................................................. 24 1.2.1 Distribution channels ................................................................................................................. 24 1.2.2 Beer Market Trends ................................................................................................................... 26 1.2.3 Distilled Spirits Market Trends ................................................................................................... 30 1.2.4 Market associations and guilds .................................................................................................. 35 1.2.5 Local industry regulations .......................................................................................................... 36 1.2.6 Export/import tariffs and Pricing ............................................................................................... 38 1.2.7 Packaging and labeling rules ...................................................................................................... 39 1.2.8 Recommendation on ways to market Alaska distilled spirits .................................................... 40 1.3 Germany ............................................................................................................................................ 41 1.3.1 Distribution channels ................................................................................................................. 42 1.3.2 Distilled spirits market trends. ................................................................................................... 42 1.3.3 Market trade shows and fairs. ................................................................................................... 48 1.3.4 Local industry regulations .......................................................................................................... 49 1.3.5 Export/import tariffs and regulations ........................................................................................ 50 1.3.6 Packaging and labeling rules ...................................................................................................... 51 1.3.7 Recommendation on ways to market Alaska distilled spirits .................................................... 52 1.4 China ................................................................................................................................................. 53 1.4.1 Distribution channels ................................................................................................................. 53 1.4.2 Market trends: Beer ................................................................................................................... 55 1.4.3 Market associations and guilds .................................................................................................. 62 1.4.4 Local industry regulations .......................................................................................................... 63 1.4.5 Export/import tariffs and regulations ........................................................................................ 65 1.4.6 Packaging and labeling rules ...................................................................................................... 65 1.4.7 Recommendations on ways to market Alaska distilled spirits................................................... 66 Methodology of Choosing the Countries .................................................................................................... 67 Appendix 1: Licensed Importers of Beer in South Korea (requested on May 5th, 2015). ........................... 74 Appendix 2: Licensed Distilled Spirits Importers in South Korea (requested on May 5th, 2015). ............... 76 Appendix 3: Official Beer Importers in China. ............................................................................................ 81 Appendix 4: Parameters Examples. ............................................................................................................ 82 Executive Summary “Export Opportunities for Alaska Distilleries and Breweries” is a report that is part of an initiative by the Division of Economic Development (DED) aimed at identifying new markets for Alaska beer and distilled products. The overarching goal is to help beer and liquor producers triple sales in five years,1 and there are several immediate goals aimed at achieving this result: providing an overview of four chosen foreign markets, import and internal market regulations, main distribution channels, tariffs and taxes applied to alcoholic beverages, and making recommendations for how Alaska products should be marketed. In order to choose target countries CED staff developed a methodology to rank as many as 20 countries which import the most US products based on the dollar amount of trade (please see chapter “Methodology of Choosing the Countries.”) The framework includes several parameters: import volume of each product, share of import to a specific country, import growth rate, export volume of a product from the US, share of exports to a specific country compared to total exports from the US, export growth rate, country trade volume with Alaska, “key trade partner” parameter, and existence of a free trade agreement (FTA) between the country and the US. These parameters serve as indicators to help measure the opportunity for export partnerships. As a result of this ranking system, Canada, China, and Germany were identified as ideal partners for beer exports. Canada, Germany, and South Korea (Korea) were chosen as the best markets for distilled spirit exports. Because Germany is a member of the European Union, most import regulations are derived from EU regulations and apply to all member states. Canada is the largest beer importer, accounting for more than $620 million of imports in 2013, 26% of which come from the US. China is in second with more than $230 million traded – 4% from the US – and Korea counts for $89 million, with 7.5% from the US. Germany is the overwhelming leader for imports of distilled spirits (gin, vodka, and whiskey combined), with more than $755 million of distilled spirits imported in 2013. 14.56% came from the US. This figure is almost twice as much as was imported to Canada, $347 million in 2013, with 23.8% coming from the US. Korea had more than $196 million of imports, and 3.89% from the US. When looking at each category of distilled spirits, Canada leads the dollar amount of vodka imported from the US, with total imports in 2013 equal to $41,218,283, equal to 30% of overall vodka imports to Canada. Canada is also the largest importer of gin from the US among the chosen countries. In 2013, imports from the US totaled more than $519,000, 2% of the total gin import to Canada. Germany is the leading whiskey importer among the chosen countries with more than $109 million trade volume with the US, which equals 19% of whiskey imported into Germany. US distilled spirits and beer are well-positioned in the explored markets. Beer imports from the US rank first among all trade partners for Canada, sixth for South Korea with 7.53%, and sixth in China with 3.55% of imports. The US has a free trade agreement with Canada which guarantees zero import tariffs on alcoholic beverages, and there are also zero import tariffs on alcoholic beverages imported to China. Korea imposes a 12.8% tariff on beer imports. As for distilled spirits, all researched countries except Korea have zero import tariff on US distilled spirits. Korea has a 3% import tariff on whiskey and gin, and 4% on vodka. The US is the largest exporter of vodka to Canada, the second largest importer of gin and whiskey to Korea, the
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