The product

Great tasting, sustainably produced, no fuss craft beer. The Uncharted Brewing Company works with suppliers and local farmers to ensure every part of production is as environmentally sustainable as possible, while still creating fresh, robust, interesting, and flavoursome beers. Jointly founded by an Irish/Swedish couple with a passion for good food and beer and located in the picturesque countryside in the south of Sweden.

The challenge

Sweden is a small market with specific restrictions around the sale of alcohol. It also has a thriving and very crowded market for craft beers, limiting market share and growth potential. Export markets were the clear choice for expansion, but where to expand and how to take the first step were not easy to identify.

The market

Singapore was identified as a modern and exciting market, with an established appreciation for quality Swedish drinks. But crucially, the country has not yet developed the same level of penetration for craft beers so the potential to establish early, lead the market shift, and attract a loyal customer base were the primary drivers for targeting Singapore.

“Business Sweden was able to put together a B2B tasting event for Swedish food and beverage producers and had the local knowledge and contacts to bring interested local importers to their events.”

The solution

The advice from the local Try Swedish and Business Sweden team was to be part of their specifically curated food and beverage tasting event. And as part of the direct import programme for Try Swedish’s shop-in-shop on Redmart in 2021, the Uncharted Brewing Company were exposed to interested buyers at the B2B tasting event and quickly found a new business partner with local contacts. Explore to interested buyers was key.

The impact

The Uncharted Brewing Company now have a local business partner in Singapore and shipped six pallets of beer in the first round. By June 2022, just a couple of months after the engagement process began, their products will be on sale at Fairprice, one of the chains of the largest grocery retailers in Singapore. The first order will increase their yearly sales by around 10%.

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