Born & Raised to Rising Sun

No-Li likes to tell locals its beer is brewed “zero miles from here.” Now some of it is starting to be sent 5,000 miles away.

A small shipment of four-packs – Born & Raised IPA, Jet Star Imperial IPA, Wrecking Ball Imperial Stout, Rise & Grind and Mosh Pit Tart Cherry Ale – left the brewery Monday to begin its journey to Japan.

“It’s been a year in the making,” No-Li’s John Bryant says of the export agreement. “They’re pretty picky so far as the brands they choose.

“We’re honored. We’re just going to take it and build on it. We’re going to work on a little marketing program and build Spokane-style beer in Japan.”

Exports of U.S. craft beer to Japan have been growing since Rogue paved the way beginning in 1994. Japan is the fifth-largest foreign market, behind Canada, Sweden, the United Kingdom and Australia, according to latest figures from the Brewers Association.

That trade group’s Export Development Program helps domestic breweries enter competitions and festivals overseas and market their brands.

No-Li began limited distribution to Sweden in 2013 after participating in the previous fall’s Stockholm Beer & Whisky Festival. Sales have been strong in Alberta and British Columbia, Bryant says.

The brewery first gained attention in Japan after taking gold and silver medals in September 2012 at the International Beer Competition in Yokohama.

More international honors – in Germany, Australia and Belgium, most recently three awards at November’s Brussels Beer Challenge – further paved the way. “We moved higher up the preference list as we won more medals,” Bryant says.

Japanese representatives were favorably impressed by No-Li’s beers at a tasting in Seattle, he adds.

“It’s another step, from Sweden to Western Canada to Japan,” Bryant says. “We might do one or two others.

“It’s fun, and it builds the brand. Building international recognition for a craft brewery out of Spokane is part of what we’ve always wanted to do.”