Cathay Pacific Launches High-Flying Craft Beer

On February 21, Cathay Pacific released Betsy Beer, a 5.1% ABV, 20 IBU craft brew specially created by Hong Kong Beer Co. for the airline cabin environment at 35,000′. With the launch targeted at Cathay’s Hong Kong to United Kingdom routes, the beer was designed to include elements of both locales. Longan (dragon eye) fruit and honey from the Wing Wo Bee Honey Farm in Shatin were added to represent Hong Kong. Fuggle hops grown in Kent, England, were chosen to characterize the destination. Rounding out the recipe is 60% wheat malt, 40% Pilsener malt, and a lager yeast.

Cathay Pacific’s ad agency, McCann Worldgroup Hong Kong, first approached the airline last year with the concept of creating a beer designed to enhance the in-flight experience. Once McCann’s Cathay Pacific Central Team finalized the concept, Cathay & McCann then approached Hong Kong Beer Co. to develop the brew. They were chosen based on their reputation and pioneering role in Hong Kong’s craft beer industry. McCann’s Julian Egli had previously worked for Liquid Assets, Hong Kong Beer Co’s former distributor, so was also familiar with their products. Continue reading

The Challenges for China’s Craft Beer Revolution

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Xian Brewing brewer, Jon Therrian, adds malt to his brew kettle.

As in North America, the craft beer phenomenon in China is not a fad. it’s a cultural transformation being driven by a generational shift in the consumer market. With the growing influence of urban Millennials in the marketplace, their needs and preferences are increasingly driving trends.

Craft beer is an aspirational lifestyle product that is attractive to China’s new middle class. It’s an “affordable luxury”, as Garrett Oliver of Brooklyn Brewing is fond of saying. Although craft beer lacks the status of wine or Scotch whisky, its appreciation requires all the sophistication of wine tasting but at a fraction of the cost.

Product novelty is important to Millennials. Therefore, drinking a generic light lager designed to appeal to the lowest common denominator holds little interest. Small-batch brewing, on the other hand, embraces continual product innovation. You might say, then, that macro beer is a gastronomic cul-de-sac, craft beer an adventure. Continue reading