Story taken from EDP Business Awards website:
This is a business we can all raise a glass to and celebrate – whatever country we are in and is a deserving winner of this year’s international enterprise award.
Since its inception in 1996, exploiting export markets has been a critical strategy for St Peter’s Brewery.
This was one of the major reasons why the company developed its iconic bottle, in order to facilitate the physical exportation of its beer products.
The strategy has proved very successful and the business now exports to over 30 countries.
In 2010 exports represented 25pc of the company’s turnover, whereas in 2012 it represented 34pc.
This means that St Peter’s Brewery is the biggest exporter (proportionally) of any English brewer.
The strategy has been to target specific territories and develop a network of local distributing agents who are familiar with the culture and consumer in the particular market.
Annual meetings are held with these agents to discuss the marketing plan for the next year – including PR, pricing and new products launches – and some products are specifically designed for an export market, such as the US gluten-free dark beer and a Christmas beer for the Danish market.
Colin Cordy, chief executive of St Peter’s Brewery, said: “I’m gobsmacked and delighted for my whole team. International enterprise means a lot to us. I think we had a very clear strategy when the business started and we saw exports as a real opportunity for our product.
“We’ve been able to maximise those opportunities and we’re proud that this has been recognised with this award.”
The other finalists in this category were Brandbank and PSS – Steering and Hydraulics Division.