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

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An Unexpected Turn

How to Drink Beer in Mandarin book cover.When I started planning the writing of The Great Hop Forward, I read that a successful Kickstarter campaign results from an audience built ahead of time. Therefore, the first thing I did was set up a Twitter account to do just that.

I like Twitter because I find it more conducive to establishing relationships than Facebook. I also like how Twitter allows you to create lists of those you follow in order to segment different audiences, communities, and information sources. And when you find suitable people or organizations to establish a relationship with, their followers are likely to be of interest to you, too, saving time hunting around for more followers.

To interest people in following you, you need to offer them something of value. My value proposition is to be the best information source in English for craft beer developments in China. I also want to encourage people to travel to China to experience the excitement of its economic and social transformation – craft beer being an interesting microcosm of that change. Continue reading