Elevating Canadian Craft Globally Reco How PACRIM Distributors Is Expanding Canadian Craft Beverages into Asia

Originally featured: https://canadiansme.ca/elevating-canadian-craft-globally-reco-how-pacrim-distributors-is-expanding-canadian-craft-beverages-into-asia/

In an exclusive interview with CanadianSME Small Business Magazine, Garett Senez, founder and CEO of PACRIM Distributors, shares how his Vancouver-based company is turning Canadian craft beverages into global ambassadors. Since 2016, PACRIM has been bridging the gap between independent Canadian breweries and international markets, helping small and medium-sized brands scale without the operational burdens of exporting.

Interview By SK Uddin

Garett dives into the strategy behind entering over 21 countries, the lessons learned from pioneering Canadian craft beer into Costco Japan, and how his team tailors every product and marketing effort to resonate with local consumers. From navigating complex logistics to shaping long-term brand presence abroad, PACRIM’s approach combines cultural insight, operational excellence, and a deep passion for Canadian craft beverages. This conversation offers a behind-the-scenes look at how Canadian creativity meets global opportunity, and practical insights for small businesses ready to take their products worldwide.

PACRIM Distributors is a Vancouver-based export company specializing in premium Canadian craft beer, cider, and ready-to-drink beverages. Since 2016, PACRIM has built a strong reputation for connecting Canada’s top independent producers with international markets across Asia, Latin America, and beyond. With a presence in over 21 countries, PACRIM offers a full-service, turnkey export solution that includes logistics, regulatory compliance, in-market marketing, and retail placement.

Acting as a dedicated export partner, PACRIM helps small and medium-sized Canadian brands scale globally without the operational burden of international expansion. Its curated portfolio includes award-winning beverages known for quality, innovation, and standout branding.

Recent milestones include the successful launch of Canadian craft beer into Costco Japan—a first for many of its partner breweries—and strategic expansions into high-growth markets such as Taiwan, South Korea, the Philippines, and Vietnam.

PACRIM is committed to long-term brand building and sustainable market development, turning Canadian beverage excellence into global recognition.

Image Courtesy: PACRIM Distributors

You’ve led PACRIM Distributors to export Canadian craft beverages to over 21 countries, including pioneering entries into markets like Indonesia and Japan. What have been the most significant challenges in introducing Canadian brands abroad, and how have you successfully navigated them?

Like any industry, in beverage alcohol, its always about product, market, fit. One of the biggest challenges in exporting Canadian craft beverages abroad is bridging the gap between local consumer preferences and the unique flavor profiles of Canadian products. Each market has distinct tastes, cultural nuances, and regulatory environments. For example, in Japan and Indonesia, consumers expect premium quality but often look for lower bitterness and lighter profiles compared to North American trends. Educating the market while staying authentic to the brand is a delicate balance. We need to continually tailor our offering to either build brands with core SKUs, or fill shelves and offer a wide assortment of products.

Another major hurdle is logistics and compliance; specifically navigating duties, county compliance and testing requirements, cold chain needs in hot climates, and fluctuating freight costs. At PACRIM, we’ve addressed this by building strong on-the-ground partnerships and investing in research and product curation. We don’t just ship product; we localize it. That includes supporting in-language marketing, adapting pack formats, and helping our brands meet local expectations without compromising identity. In Japan where we have listed our products at Costco, for example, we have custom cans, custom labels, and custom secondary packaging to suit the Japanese market while staying true to the Phillips brand.

Success has come from our deep understanding of both the Canadian craft scene and our international buyers. By acting as a bridge (strategically, operationally, and culturally), we’ve been able to turn challenges into long-term growth opportunities for our partner brands.

Image Courtesy: PACRIM Distributors

ACRIM offers turnkey export solutions for Canadian breweries, handling everything from logistics to regulatory compliance. How does this comprehensive approach empower small and independent producers to scale internationally without the typical barriers of entering foreign markets?

Many small and independent Canadian breweries make exceptional products but lack the resources, time, or expertise to navigate the complexities of international trade. From language barriers and regulatory compliance to packaging standards, lab testing, and cold chain logistics, the barriers to entry can be overwhelming.

PACRIM’s turnkey model removes those obstacles, and lets brewers do what they do best – make quality products. PACRIM acts as a dedicated export arm for our partner breweries, handling everything from label compliance and import approvals to freight coordination, market selection, and retailer negotiations. Our partners don’t need to hire in-house export teams or divert resources away from brewing great beer – we take care of the heavy lifting.

What really empowers these producers is that we operate with a brand-building mindset. We don’t just move product, we help them establish a presence, educate buyers, and grow sustainably in the market. Whether it’s creating bilingual marketing materials for Taiwan or customizing a mix pack for Costco Japan, we tailor the strategy to each opportunity.

Your recent success launching Canadian beverages into Costco Japan marked a first for several of your partner brands. Can you share what this milestone means for both PACRIM and the broader Canadian beverage industry?

Launching Canadian craft beverages into Costco Japan is a major milestone, both for PACRIM, our partner brands, and the broader Canadian beverage industry. Costco Japan has 37 warehouses and is a highly competitive, high-volume retail environment with exceptionally high standards for quality, packaging, and consumer appeal. Securing placement there validates not only the product itself, but also the strength of our export strategy and market alignment.

For PACRIM, this represents the culmination of years of groundwork,building relationships, understanding consumer preferences, and curating offerings that resonate with Japanese buyers. The Phillips Box Set Mix Pack, in particular, showcases Canadian creativity, quality, and variety in a format that fits local preferences.

For our partner breweries, this is a door-opener. Costco Japan provides national exposure and credibility that can lead to opportunities in convenience stores, specialty shops, and even other regional markets in Asia. It demonstrates that Canadian craft isn’t just world-class, it’s export-ready.

At a broader level, we also now have preferential pricing which we can leverage in other markets in container volumes. It signals that Canada’s beverage industry is capable of competing on the world stage. With the right support and market strategy, independent producers can break through and thrive internationally. This win is a proof point, and we’re just getting started.

Image Courtesy: PACRIM Distributors

With upcoming expansions into Vietnam, South Korea, and the Philippines, how do you identify and develop new market opportunities for Canadian brands, and what trends are shaping your global strategy?

At PACRIM, we take a data-informed, relationship-driven approach to identifying new market opportunities. We start by analyzing consumption trends, demographic shifts, and economic indicators to understand where demand for premium imported beverages is growing. Countries like Vietnam, South Korea, and the Philippines have rapidly emerging middle classes, evolving tastes, and a rising appreciation for international craft and RTD products.

But data alone isn’t enough, so we build relationships on the ground with importers, retailers, and category buyers to understand the local context: flavor preferences, packaging expectations, and regulatory requirements. We work hand in hand with the Canadian Trade Commissioner Service, the Province of BC, and local embassy’s to find alignment and curate offerings from our partner brands that suit each market; whether that’s fruit-forward IPAs, low-ABV ciders, or format-specific mix packs.

Image Courtesy: PACRIM Distributors

Global trends shaping our strategy include the rise of sessionable beverages, health-conscious alternatives like gluten-free and low-sugar options, and the growing popularity of premium RTDs. We’re also seeing strong interest in products with sustainability stories or standout branding.

Ultimately, our role is to help Canadian brands not just “sell in,” but succeed long-term. By localizing their offering while preserving their authenticity, we turn insights into action and new markets into sustainable growth platforms for the Canadian beverage industry.

As a seasoned entrepreneur and marketer, what final advice would you offer to small and medium-sized Canadian businesses aiming to expand their reach internationally?

Expanding internationally is a big leap, but one that Canadian businesses are well-positioned to take. My advice is to think global, but prepare local. Success abroad isn’t just about exporting what works at home, it’s about understanding local consumer behavior, tailoring your offer, and showing up in-market in the right way. That might mean adjusting packaging formats, developing bilingual materials, or even creating custom product assortments.

Image Courtesy: PACRIM Distributors

Another key to success is leveraging the support systems available to you. Canada has world-class government programs like CanExport, as well as provincial programs like BuyBC and BCAFE that are designed specifically to help small and medium-sized businesses grow internationally. We’ve used both to accelerate our market development, attend trade shows, fund targeted marketing campaigns, and build on-the-ground relationships. These programs can be transformative when paired with a clear export strategy.

Also, surround yourself with the right partners, specifically people who understand your brand and know the markets you’re entering. At PACRIM, we act as an extension of our partner brands, offering a full-service export solution so they can focus on what they do best: brewing great products.

With the right preparation, government support, and strategic partnerships, Canadian businesses can absolutely scale globally and compete with the best.

Disclaimer: The views and opinions expressed in this interview are those of the guest and do not necessarily reflect the official policy or position of CanadianSME Small Business Magazine. This content is intended for informational purposes only and does not constitute business advice.