GUANGZHOU, China - USA Rice held its first U.S. rice craft beer seminar here last week, bringing together more than 30 professionals from the craft brewing industry, food service sector, bartending trade, and rice import business. Representatives from the Guangzhou Grain Industry Association were in attendance. Director of the U.S. Agricultural Trade Office in Guangzhou Alan Hallman delivered welcome remarks, and Ken Chen, a Marketing Specialist at the office, was also present.
The seminar including a tasting of U.S. rice craft beer alongside new cocktail recipes made with U.S. rice liquor. Attendees described both the beer and liquor as having a lingering sweetness, with distinct rice tasting notes. They provided feedback on improving the beer’s color for greater clarity and expressed interest in testing more varieties of U.S. rice in brewing. Several brewers requested samples to test at their own facilities.
The seminar preceded USA Rice's participation in the International Expo for Innovative Trendy Alcoholic Beverages & Specialty Drinks in Guangzhou, which ran August 21-23. USA Rice exhibited at the trade show to introduce U.S. rice craft beer and liquor to a broader audience of craft beer brewers, rice liquor producers, bartenders, food service providers, and rice importers.
The trade show was also a good opportunity to gather input from these industry professionals, as well as from consumers, on U.S. rice craft beer and liquor. Our team will share those comments with the brewers to help them improve their products and align with current trends.
China remains a difficult market for table rice imports, but USA Rice continues to look for alternative ways to keep U.S. rice active in the market.
“The goal of both events is the same: to help buyers and producers in China's alcoholic beverage industry recognize the quality and distinct characteristics of U.S. rice in liquor and craft beer production, and to give them another sourcing option as they develop new products,” said USA Rice Senior Director for Grower and International Relations Mollie Buckler.
USA Rice will hold a second seminar in October, following the same format of tastings and cocktail demonstrations.