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New Ambassadors to promote American Craft Beer abroad

The Brewers Association has tapped Lotte Peplow and Yandong Lu as its craft beer ambassadors in Europe and China, respectively.

“The variety of high-quality, full-flavored beers being produced by the nearly 7,500 small and independent American craft brewers today is unparalleled anywhere else in the world, and consumer demand expands far beyond our nation’s borders,” said Steve Parr, export development program manager, Brewers Association. “The hiring of both ambassadors is a big leap forward in helping our members grow their businesses overseas.”

Funded by grants from the U.S. Department of Agriculture, the Brewers Association Export Development Program works to assist quality focused U.S. brewers in identifying opportunities for international expansion and media promotion of American craft beer, as well as educating international partners about proper storage and handling to preserve beer flavor during distribution. Since the program’s inception in 2004, American craft beer exports have increased 1,400 percent, with a 2018 value estimated at $74 million.

Peplow initially became involved with the Brewers Association Export Development Program in 2006 on an ad hoc basis, but over the last five years her role has grown to include PR, media, events, talks and tastings, importing, and liaising with the U.S. Department of Agriculture. A Certified Cicerone and beer sommelier, Peplow also writes about beer, judges beer, brews beer, and is a keen beer and food pairing advocate.  

Based in London, Peplow’s new role will involve greater focus on European markets to educate and inform trade and industry and raise the profile of American craft beer amongst beer drinkers.

Based in Shanghai, Lu is the former judge director of the China Craft Beer Competition and has years of consulting experience in the China beer industry. Notably, Lu is the only BJCP Master Rank Judge in Asia, and one of only three Chinese nationals to have completed the Certified level of the Cicerone program. He is also working in a part-time role as a consultant for the Cicerone program and helping grow their activities in the Asian market.