Australian Craft Beer was Popular in taste in the World

Australian Craft Beer was Popular in taste in the World

The greatest strength of a craft brewery is its process; after all, this is what differentiates home-grown brews from every other run-of-the-mill beer lurking on the shelves out there. Our unique brewing process incorporates rainwater along with time-honoured German techniques utilising custom home-made equipment, and every small, handcrafted batch blends the highest quality, freshest ingredients we source from around the globe.

Although we strive to bring the world a little closer together with our inclusion of quality global ingredients, we can’t tell a lie. Mandurah isn’t just where our brewery is; it’s where our hearts are, too. This is why we make the conscious choice to support our region through the use of locally-sourced ingredients. Our ambition for authenticity informs our mission to educate all the thirsty guys and gals around us about how flavoursome real beer can be through unique, quality experiences. Our vision and eventual goal is to become one of the most respected and preferred craft breweries in Australia.

Australian Craft Beer was Popular in taste in the World

A two-week, four-city export roadshow through China is the sort of business trip that exhausts most entrepreneurs. But for a group of craft brewers who were recently on the Australian craft beer roadshow in China, it was a glimpse of a big future market.

“I’m tired but really excited,” says general manager of Moon Dog Brewing, Josh Uljans, who spoke to The Australian Financial Review on the morning he arrived back from China. “There is so much happening in China and so much interest in Australian food and beverage.”

Uljans co-founded Moon Dog Brewing six years ago as a craft brewery and tap room for tastings, in Melbourne. But like many craft brewers that do very well in their niche, the niche has grown and growth has meant sales into the big and growing Asian beer markets.

In 2015, according to Euromonitor, 25 billion litres of beer was consumed in China alone, which was twice the beer consumed in the United States. In 2014, according to the Kirin company’s research, China had 23.7 per cent of global share of beer consumption, compared to the US on 12.8 per cent.

Moon Dog produces around 1 million litres of beer per year and nine months ago decided to try the China market.

“China’s obviously a very large market, but it’s the fast-growing middle class that is relevant to our products.”

Uljans says China’s domestic beer makers – Tsingtao and Snow – make light lagers with relatively low alcohol content, which sell at corner stores for less than $1 per can. The Australian craft beers, at premium venues, are selling for up to $10 per can, putting the craft beers in a different market altogether.

“Chinese incomes are growing so they can buy their low-cost domestic beer, if they want, or they can try beers that they see as high quality, different and interesting. It’s a very exciting market.”

Moon Dog is one of many Australian craft brewers that are testing the Asian beer markets, knowing that if they can get the same craft-brew drinkers that exist in Australia and North America, they do not have to chase the high-volume and low-price model.

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