Craft beers establish foothold in China’s middle-class market
Speciality beer makers hope to capitalize on the lucrative middle-class market in China with the introduction of high-end brews at the 2018 Craft Beer of China Exhibit in Shanghai.
The exhibit features world-renowned breweries like Myth Monkey Brewing, Rasenburg Beer, Lazy Taps, Boxing Cat Brewery and Goose Island.
The manufactures aim to expand the palette of Chinese consumers to shift from legacy brews to more high-end, refined and experimental beer flavors such as “Panda Beer,” “Little General,” and “Flying Fist IPA,” and “Mandarin Wheat.”
Beer is a multi-billion dollar industry in China, which consumes about a quarter of all the beer worldwide. However, giant multinational beer makers like Tsingtao and small-batch brewers remained the beer of choice among many Chinese.
But as China’s middle-class continue to grow, the appetite for finer products are slowly gaining ground with the rise of small craft beer makers in metropolitan areas like Shanghai, Beijing and Shenzhen.
To date, craft beer has about 5 percent market share in China, significantly higher compared to just 0.3 percent a couple of years ago. The trend is expected to continue in the next two years, with craft beer seen eating about 30 percent of the total beer market share.