A decade ago, Jin Xin opted for something that seemed risky: bringing higher import beers for a booming market in Beijing. The prognosis of his manager was clear, this was going to take time. However, with patience and a touch of passion, his business took off faster than he expected, conquering a young and anxious clientele to try different flavors.
Of exclusive stores to youth trend centers
The Nbeerpub bar, one of Jin’s projects at that time, has become an essential corner in the vibrant area of the old Beijing. Today, the tables overflow with young people who, instead of the typical soda, opt for artisanal beers such as Delirium Tremens, Lindemans Framboise and Brewdog Punk IPA. The curiosity to explore new flavors has made even an exclusive bottle of Snake Venom de Brewmeister, one of the strongest beers in the world, with a price that exceeds 420 dollars.
The turn on the palate of the new Chinese generation
Jin, in his department full of shelves that house more than 6,000 bottles of beers from more than 60 countries, says that the tastes of Chinese consumers are in full transformation. “More and more, young people have a little more money in their pockets and look for something that is not only good to palate, but also represents a modern and sophisticated lifestyle.” The trend is inclined towards preference for local artisanal beers and imported ones, leaving behind the traditional canned beer of mass production.
The dynamic scenario of the beer market in China
Since the 90s, giants such as Anheuser-Busch Inbev and Sabmiller opted for the Chinese market, entering the hand with microcervecerías and establishing alliances that facilitated the entry of artisanal products and premium. The competition not only led to an enriched variety, but also a fierce competition to capture the attention of the Chinese consumer, increasingly demanding and willing to pay for quality. It is expected that, before eventual mergers, these mega -business redefine their portfolios in China, adjusting their strategy and focusing on what really works in a constantly changing market.
Microcerverías and the explosion of local innovation
Beijing has become a boiler of microcervecerías that seek to offer something different. Some American and Canadian immigrants have established Taprooms where, with a touch of American inspiration, they offer artisanal beers that combine tradition and modernity. The scene is enriched with a beer culture constantly growing, which not only appeals to tourists but also to the locals who want more than standard beer.
Distant influences and refined taste
A figure like Ji Chen, banker by profession, discovered in Belgium the passion for quality beers. Upon returning to China, he turned his fans into a lifestyle, exploring the different imported varieties and socializing in specialized bars. For him, choosing in craft beers is not just about drinking, but about enjoying a moment, an experience that combines culture, palate and an exclusive sense of exclusivity.
In stores like sky, where the atmosphere reminds the backpackers, you can see young people who prefer to spend more on premium beers, appreciating the quality than in common beers barely come to offer. The tendency to turn to more exclusive and sophisticated products reflects a deep change in the perception of beer in China, which more and more sees in it a symbol of style and good life.
What is glimpsed on the horizon is a beer scene in full boiling, with a sector that not only resists, but challenges conventions and dares to innovate. The culture of beer in Beijing and in other great Chinese cities is in the process of evolving, fusing tradition and modernity in each sip, ensuring that the next generations have as much enthusiasm and passion and the current ones.
