Amid escalating trade tensions between the United States and China, Australian craft brewers are seizing a rare opportunity to tap into the world’s largest beer market. As American products face increasing barriers under former President Donald Trump’s tariff regime, Chinese consumers are turning to alternative sources — and Australia is aiming to fill the gap.
Western Australian brewery Rocky Ridge is among the first to move, launching a pilot export program to China. The Busselton-based brewery, which originated on a regional dairy farm, has begun shipping a selection of its beers overseas in a bid to test consumer preferences in the emerging market.
“There’s a massive growth in China’s middle class, and people are willing to spend on premium products with known origins,” said Rocky Ridge founder Hamish Coates.
The company is working with Meikei Beverage, whose co-founder Christopher Li is spearheading the marketing and distribution strategy for Rocky Ridge and other Australian breweries in China. According to Li, the Chinese craft beer scene has surged in recent years, with an expanding network of venues increasingly seeking out Australian brews.
“It’s booming. More bars are showing strong interest in Australian beers,” Li said. The first shipment from Rocky Ridge is expected to land in China by the end of July, with marketing campaigns targeting major cities such as Beijing, Guangzhou, and Chengdu.
The strategy includes “tap takeovers” at up to 100 bars and coordinated efforts through online sales platforms and social media influencers.
Despite promising international prospects, Australian craft brewers continue to face significant challenges at home. Paul Maley, chief executive of Shelter Brewing Co — another Western Australian brewery — said the domestic regulatory landscape is stifling growth.
Australia’s beer excise, among the highest in the world, coupled with a fragmented national system of container deposit schemes, places a heavy burden on small brewers, particularly in regional areas.
“We’re a major regional employer, and it’s frustrating that government support isn’t available at the level we need,” Maley said. “Meanwhile, international companies seem to face fewer hurdles expanding here.”
Rocky Ridge has also battled local bureaucracy. A prolonged dispute with the City of Busselton over wastewater volumes has forced the brewery to move part of its production interstate. The matter is currently before the State Administrative Tribunal, and the city has declined to comment.
The brewers are calling for reform, urging all levels of government to reduce industry barriers to support domestic growth and job creation.
“We want to grow locally, and that growth brings substantial benefits for regional communities,” Coates said. “But we’re not being supported in our efforts.”
While acknowledging the federal government’s recent decision to pause beer excise indexation for two years, Maley emphasized the need for broader tax reform and a unified national recycling scheme.
Without these changes, brewers warn, the craft beer sector’s potential — both economically and globally — will remain under-realized.
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