Following the successful launch of Beau’s All Natural Brewing Company (Beau’s) in all 10 Canadian provinces, the craft brewer had its sights set on the next step forward: international markets. The brewery wanted to distribute Beau’s internationally, and agents from numerous distribution agencies had contacted the export manager about the United States and Europe. The export manager was also considering Asian markets as an opportunity to get in on the ground floor of that emerging market. In his view, this market was less congested than the competitive European and American craft beer markets. While market selection was an important consideration, the export manager wondered about how to pursue international growth as a viable strategic option for a craft brewer. Did exporting craft beer make sense? With Beau’s being Canada’s largest producer of organic craft beer, the export manager knew that he had to determine the strategic fit for Beau’s growth aspirations in advance of meetings with prospective agents.

Following the successful launch of Beau's All Natural Brewing Company (Beau's) in all 10 Canadian provinces, the craft brewer had its sights set on the next step forward: international markets. The brewery wanted to distribute Beau's internationally, and agents from numerous distribution agencies had contacted the export manager about the United States and Europe. The export manager was also considering Asian markets as an opportunity to get in on the ground floor of that emerging market. In his view, this market was less congested than the competitive European and American craft beer markets. While market selection was an important consideration, the export manager wondered about how to pursue international growth as a viable strategic option for a craft brewer. Did exporting craft beer make sense? With Beau's being Canada's largest producer of organic craft beer, the export manager knew that he had to determine the strategic fit for Beau's growth aspirations in advance of meetings with prospective agents.