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Asia is busy in adopting Australian craft brewery
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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.
Read more: http://www.afr.com