China's craft brewing niche has made considerable steps in recent years. The country is already the world's biggest beer market, with consumption recently reaching 50 billion liters annually. But signs are growing that Chinese tastes are evolving past mass-produced lagers to the kind of innovative, higher-quality brews favored by connoisseurs elsewhere in the world. According to Forbes, for instance, the number of brewpubs in Shanghai alone has doubled since 2010.
Great Leap Brewing co-founder and brew master Carl Setzer is a Cleveland native who has lived in China since 2004. Located in a traditional hutong in Beijing's Gulou neighborhood, Great Leap Brewing uses traditional Chinese ingredients and spices, including Sichuan peppercorn, coffee beans from Yunnan province and unusual Chinese teas to make their beers.
Asia Blog talked with Setzer about producing quality beer and the growing appeal for microbreweries in the most populous country in the world.
Why do you think your business has been successful and able to appeal to the Chinese consumer?
I think that our business has been successful because we care about our product and our customers see that on a daily basis. Its a simple reason, but most companies are copies of a copy of a copy and the quality of their product may stand up to the simplest health and safety scrutiny, but it doesn't have any evidence of passion or creativity, so it does not succeed. Since we opened our doors we've aimed to convince Chinese drinkers that China can be the source of great beers that are made in China, with Chinese ingredients and using Chinese equipment. This is a long process, but once you win that market the scalability is monumental in its potential.
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One of the other reasons why our product appeals to Chinese consumers on a base level is because it incorporates Chinese cultural elements in the beers themselves and also incorporates Chinese literature and historical references in the naming and branding of the beers. Two good examples of this would be our Iron Buddha Blonde Ale and our Little General IPA. The Iron Buddha Blonde uses tie guan yin wu long tea during the brewing process, which gives the beer a floral note at the end. The name "Iron Buddha" is one way to translate the tie guan yin (铁观音), or the iron goddess of mercy.