Program on Importing and Marketing Beer, Wine, and Spirits for Vietnamese Fellows

The Cochran Fellowship Program's Asia region is requesting the design and delivery of a training program for seven (6) beverage importers and distributors, two (2) restaurant/brewhouse owners, and one (1) USDA Foreign Agricultural Service Marketing Specialist (total of 9) from Vietnam. As tourism increases and the Vietnamese beer culture grows there is a greater demand for higher quality beers, wines and spirits in Vietnam. This increasing demand has led to imports of beers from Belgium and Germany, Wines from France and Chile and Spirits from France and Scotland. This beer wine and spirits program will generate interests among importers and retailers to source new products from U.S. The greatest opportunity for growth in US products are in the craft beer and bourbon whiskey markets and the training will focus on those areas. A small amount of time should be focused on the wine industry in the U.S. The training program will expose importers/distributor and restaurant owners to the different types and qualities of beer, wine and spirits available in the U.S. Training topics will include production of beers and spirits, different varieties of beers, wines and spirits that will meet the tastes of the Vietnamese market, proper handling and storage (particularly with craft beers) and export regulations for these products. The team should attend the Great American Beer Festival on September 24 - 26 in Denver, Colorado. The training provider will work closely with the U.S. Brewer's Association and other associations to build a program. The purpose of the training is to identify new beer, wine and spirits products available for export to Vietnam and improve the understanding of the production and quality of these products and the goal of the program is greater market expansion for new US beer, wine and spirits products and increased U.S. exports.

Please send all questions no later than 22 July, 2015.