Cheese meets beer in Chicago

As September came to a close, we brought AHDB to a top-tier event in Chicago, where British cheeses were showcased alongside Midwest craft beers, delivering an exceptional tasting experience for US cheese experts.

Hosted by Culture magazine, a national leader in connecting the cheese world, it brought together makers, mongers, distributors and cheese lovers.

Each year, they host 4–6 programs across different cities and chose Chicago for their final gathering of the year for an event that would highlight the magic of British cheese paired with Midwest beers.

As AHDB’s vice president of market development in the USA, I was looking for a way to showcase British cheese in a fun, low-cost, yet high-impact setting.

When we learned Culture was organising its final Counter Culture event in Chicago, we saw an opportunity that would excite the taste buds and show American cheese professionals what the UK has to offer.

Chicago is not just a city of great food and drink but a hub for cheese professionals from across the Midwest. From Michigan to Wisconsin and beyond, the event drew a crowd that included 60 industry professionals – people who know their cheese.

We had representatives from renowned retailers like Whole Foods, with its 454 stores across the USA, alongside regional chains such as Angelo Caputo’s and Mariano’s.

Independent retailers also made a strong showing – 14 owners of speciality cheese shops, including Beautiful Rind and Full Circle Cheese, were there to sample, network and discuss. Distributors like Sysco and Fortune Fish & Gourmet added even more depth to the room.

Pairing cheese with beer? It's not just for casual gatherings anymore. The reception blew everyone away with the unexpected yet harmonious combinations of robust British cheeses and Midwest craft beers.

Some standout pairings at the event included truffle cheese with a strong English ale, where the rich truffle flavours melded beautifully with the malty beer.

The roasted malt of the black IPA paired perfectly with the caramel sweetness of Red Fox, while Wensleydale’s new hot honey Cheddar balanced sweet and spicy flavours. Old Winchester’s nutty undertones were also enhanced by the fruity hops of a local craft beer.

Not only did we showcase the versatility of British cheese but the pairings allowed us to present it in a fresh, exciting way that resonated with a crowd eager for new experiences.

The reception was only the beginning. We’re now exploring the possibility of a British-cheese-themed promotion with one of Chicago’s larger chain retailers.

Additionally, we’ve shared our list of contacts with individual British exporters, ensuring they can follow up with the retailers and distributors who showed interest.

On the distribution front, we’re actively engaging with local companies to discuss bringing more British cheeses to the Midwest market. And, of course, social media was buzzing with posts from attendees, giving our participating exporters even more exposure across LinkedIn and Instagram.

I’m eagerly awaiting the release of Counter Culture’s 2025 programme, and you can bet we’ll be involved again. British cheese is making waves, and this event in Chicago was just the start!