BrewDog China: What the Famous Retailer Will Bring to The World’s Biggest Beer Market

BrewDog, the famous Scottish craft brewery, is expanding its presence into China, the world’s largest beer market. After joining forces with Budweiser, the company has set its sights on the Asian mainland as it seeks to build a damaged reputation in Europe.

This move represents a significant opportunity for the company to tap into a sector that has a rapidly growing demand for premium craft beers.

But what can the company bring to the market and how much of an impact will its beers make?

This article aims to find out.

The biggest beer market

You maybe wouldn’t think it, but China is the largest and fastest-growing beer market in the world. Its population drinks 1.6 times more beer than the United States, which may surprise those of us who only think of authoritarian rule when it comes to the world’s third-largest country.

While it’s true that it’s very difficult (or impossible) to access Facebook, play an online casino game, or watch foreign TV channels in China, it is extremely likely that you’ll find a wide range of beers to choose from across the country.

The alcoholic beverage has become increasingly popular in China in recent years. One of the main reasons is its accessibility and affordability. Many beer brands are widely available in convenience stores, supermarkets and restaurants at a reasonable price. In addition, beer has become a staple beverage for social gatherings and celebrations in China. People typically consume it during meals, particularly during hot summer months, to complement spicy and savory food.

The rise of Western-style bars and nightlife in major cities has also contributed to the growing popularity of beer in China and has led to Chinese breweries producing a range of beer varieties that cater to local tastes, such as lighter, less bitter beers that are favored by many Chinese consumers.

This is where BrewDog comes in. Its partnership with Budweiser China will involve brewing BrewDog’s popular beers, including Punk IPA, Hazy Jane and Elvis Juice, at its Putian craft brewery near the southeast coast of China by the end of March. The company will also open nine bars in China, adding to the one already in Shanghai.

The move is part of BrewDog’s international expansion strategy, following a difficult period in Europe, and will allow it to leverage Budweiser China’s sales and distribution network to capture a portion of the fast-growing market for craft beer.

At the center of this strategy will be three popular BrewDog beers, which could help make the brand a market leader.

Punk IPA

Probably the most well-known BrewDog variety, Punk IPA offers an aromatic blend of lychee, tropical fruits, pineapple and caramel malts in the aroma and flavor. Although the bitterness is not overpowering, the dry finish delivers a crisp balance, according to reviews.

Customers voted with their feet when asked to vote for their favorite beer the year after the IPA debuted in 2007. It was awarded the Best IPA in the United Kingdom at the Scottish Beer Awards.

Hazy Jane

Hazy Jane is a New England IPA that is available in 12oz cans and on draft. Unlike most local IPAs, Hazy Jane is shelf-stable and can be enjoyed anywhere without losing its juicy and fruity flavor profile.

Brewed with oats, wheat and Amarillo, Hallertau Blanc and Madarina Bavaria hops, Hazy Jane has a light golden-orange color with a frothy off-white foam cap. The beer’s hallmark is its balance of bitterness and bright fruit flavor in the taste, with malt sweetness and tropical fruit qualities mixed in.

Compared to other hazy IPAs that lean towards predominantly sweet and juicy flavors, BrewDog’s Hazy Jane injects some piney bitterness, which makes for an interesting taste.

While it may not be a mind-blowing beer, its understated flavor makes it a popular option among beer lovers, possibly including those in the Chinese market.

Elvis Juice

This variety doesn’t come without controversy. In 2015, BrewDog faced legal opposition from Elvis Presley Enterprises for trademarking the name. It lost the legal battle and was forced to remove any reference of the King, apart from the name ‘Elvis’ from its marketing.

As for the tipple itself, if you enjoy a unique and refreshing beer with a hint of grapefruit, Brewdog Elvis Juice IPA is definitely worth a try. It goes extremely well with grilled chicken, which may help it sell with those aforementioned Chinese consumers who love a beer with their meal.

Be careful, though. With a 6.5% alcohol content, too much of this juice could leave you feeling ‘all shook up,’ as Elvis himself once sang.

Significant Impact

With its focus on craft beer and innovative brewing techniques, BrewDog is poised to make a significant impact on the Chinese beer scene. The company’s reputation for creating unique and exciting beers that push the boundaries of traditional brewing methods is likely to resonate with Chinese beer enthusiasts. By partnering with local distributors and brewers, BrewDog can tap into the vast Chinese market while also incorporating local ingredients and flavors into their beers.

Overall, BrewDog’s entry into China could be an exciting development in the world of craft beer.