Established in 1986, Brewlab Ltd operates from the University of Sunderland providing a range of training courses for first-time brewers. The courses are aimed at the keen amateur right through to the professional looking to keep their skills and knowledge updated. The company also offers a comprehensive analysis service covering both chemical and microbiological assessments including accurate analysis of alcohol levels to determine the correct payment of duty as well as determining chemical characteristics and specific flavour components.
The company was keen to be able to exploit the opportunities in overseas markets and signed up to UK Trade and Investment's Passport to Export programme and later the VEM initiative as well as taking advantage of the Export Market Research Assistance and buying an Overseas Market Introduction Service report.
Jeff Bean, UK Trade and Investment's Regional Specialist International Trade Adviser for the food and drink sector, worked closely with the company to put together and implement an export strategy and through VEM. Brewlab was teamed up with Piero Alberici, who has more than 15 years experience of successful work in international sales and marketing.
One of the key elements of the company's new export strategy was to develop and internationalise its website, http://www.brewlab.co.uk to enable it to take full advantage of the international opportunities.
This led to a record number of students, some from as far afield as Australia, Japan, Italy and the USA, attending Brewlab at the University of Sunderland this year with all courses full. Most of the 2009 courses already have confirmed bookings, helping to keep Brewlab in its place as the UK's leading provider of training courses for micro brewers. More recently, Brewlab welcomed its first student from South America, travelling from Venezuala to attend the three-week Practical Brewing skills course.
Dr Keith Thomas, one of the Directors at Brewlab, said:
"The VEM scheme was invaluable in helping us to realise our potential. It is an ideal tool for small businesses like ours to gain cost effective access to regional expertise.
"Such is the growing international reputation of Brewlab that in April this year a new course was created in collaboration with the national Institute of Brewing and Distilling entitled Fundamentals of Brewing. This was held at the University of Durham and was attended by 20 students from across the UK and Ireland bringing new visitors to the region."
Stephen Muir, UK Trade and Investment's VEM programme manager, said:
"Since its launch in 2005, VEM has helped 46 companies across the region. The feedback we've received has been very positive and we're keen to ensure more companies can take advantage of this service.
"Our aim is to ensure we match companies with a suitably experienced virtual export manager, with a working knowledge of the sector the company operates in and with a proven track record in export markets.
"Brewlab Ltd not only benefited from the support of VEM but also Passport to Export, which ensured the company had access to all the support and advice it needed. The OMIS report commissioned by the company also provided valuable information on the target markets.
"This is a great example of how UK Trade and Investment can help a company achieve its export ambitions and we would encourage others, whether new or experience exporters, to get in touch to find out how we can help them."
OMIS is a flexible service that can be tailored to offer a range of support from researching the market and highlighting potential business contacts to guidance on technical standards, labelling and packaging requirements.
It offers five levels of service, built around the typical requirements of a business making its first steps into a new market, all providing a flexible blend of preparatory advice and research as well as support when a company visits the market. Prices range from £500 up to £2,000 including VAT, depending on the level of service required.
The overseas experts will propose a programme of support and advice that meets a company's individual needs. This could include an analysis of possible market entry strategies, identification of possible business partners and preliminary discussions with them on the company's behalf. Staff can also identify potential customers and contacts to meet during a visit to the target market.
Research would highlight local conditions and may include advice on competitors, local regulations and standards relating to the company's products or services. Staff can also assist with introductions to translators or interpreters, offer advice and assistance with publicity in the target market, help organise events and set up key appointments or find relevant tender opportunities.
For more information about the range of support services available through UK Trade and Investment to help your company succeed overseas call the North East International Trade Hotline on 0845 05 05 054 or email: enquiries@ukti.rito.co.uk.
