Craft beers are a hot commodity right now and no one knows that more than Adrian Sim from East Asia Beverages. In a time of introspection and an economic slowdown in the alcohol segment, Adrian has taken a different approach in setting up this new business.
He has an impressive and extensive 20-year background in the beer industry, having built up global beer brands Staropramen, Blue Moon, Miller Genuine Draught, Magners Irish Cider, Pilsner Urquell, Peroni, Foster’s and Pure Blonde to name a few. He also has an extensive distribution network with strong international ties through which he aims to leverage to grow East Asia Beverages.
He recently completed the first investment through East Asia Beverages inking a deal with Crossroads Brewing Company Singapore.
READ MORE: We speak to Seah Liang Chiang from Shipping Container Hotel about his unique hospitality offering
We had a chance to speak to Adrian to learn more about the growing segment for locally brewed beers and how it plays into the evolving craft beer segment.
Could you give us an overview of the craft beer industry in Asia?
The craft beer industry has naturally spawned out of the more affluent countries in Asia over the last decade. Within Asia, the economies and demographics of each country are vastly different. This has created opportunities for production bases to be located in the “neighbourhood”.
As for Singapore, the craft beer industry really took off about 5 to 7 years ago and growth has been exponential over the last few years with a handful of breweries being launched over the last 18 months alone. There is a willingness amongst beer lovers, to try new products and I have observed that the palate of the average Asian drinker is evolving.
What are some of the favourites that you personally enjoy?
Being from the industry and having been brought up on commercial beers, I now really enjoy beers that are full flavored and as natural as they can get. At the same time, they must be products that are suited for our warmer weather; hence they must be refreshing beers. This was why I saw Crossroads as such a wonderful opportunity as they ticked all the boxes for me.
What were the major changes we’re seeing with COVID and the pandemic shutting down nightlife?
The major changes are in drinking habits of consumers due to a more regulated environment. Suppliers and F&B operators have had to change the way that they approached their businesses. For suppliers, there was major pivot towards online business as volumes from the retail F&B businesses came down significantly, due to consumers drinking more at home and shorter operating hours. Suppliers also found it easier to sell wider product ranges as consumers were willing to try new brands.
For the F&B business, operators have had to curtail costs due to shorter operating hours. A lot of them were also opening earlier and had to augment their consumer experience with food. It is worth noting that suburban F&B outlets tended to do better than the ones in the central business district due to employees working from home. There really isn’t much incentive for these workers to travel to town for a drink.
Have you seen a change in Asian’s drinking habits and preferences throughout your career?
Yes, definitely. As economies have progressed and incomes have risen, there has been a general shift to more premium products. Healthier lifestyle choices have also followed this change, resulting in less binge drinking and more appreciation of well-made products during food and alcohol-paired social occasions.
What’s the next big thing for craft beer in Singapore and the rest of the region?
There must be a natural transition in the near future for local and regional beer producers to be confident that their products can match the beers from any western country. Afterall, production standards are improving by leaps and bounds. With the rising wealth and affluence in China and the rest of this region, it will not be surprising that craft beers will take up significant market share and each region will have a well-known regional beer of its own.
READ MORE: We speak to Nicholas lim from The Travel Corporation about his unique hospitality offering
What’s next for East Asia Beverages?
East Asia Beverages intends to enjoy riding the Asian wave of premiumization and de-commoditization of the beer industry. There will be many tie-ups and collaborations moving forward. Stay tuned as it’s all going to be exciting.
If you want to try the new beers, check out East Asia Beverages’ new craft beer, Crossroads online and in bars in Singapore.
We are on the lookout for insight from the leading alcohol experts from around the world to give our readers a better understanding of how the industry is evolving.
If you are an alcohol expert or know someone that is, please drop us an email.
