END of STUDY PROJECT. CRAFT BEER in CHINA. ALEXIS MALIN Phase

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1 END of STUDY PROJECT CRAFT BEER in CHINA ALEXIS MALIN Phase

2 SUMMARY I- INTRODUCTION What is craft beer who am I Process II- CONTEXT - LET S BREW SOME BEER Numbers Market Parallels Problems Transcultural aspect III- OBSERVATIONS - WAIT FOR THE MAGICAL FERMENTATION Testimonies Observations Mapping & strategy IV- DESIGN PERSPECTIVES - NOW YOU CAN DRINK Problematic Axes Network 1/31

3 INTRODUCTION WHAT IS CRAFT BEER? 2/31

4 INTRODUCTION - WHAT IS CRAFT BEER WATER MALT HOPS YEAST SPICES % of the beer Cereal : body & sugar Flower : bitterness & aroma Bacteria : alcohol & co2 Fruits, spices, coffee, even sea shell : extra taste = 3/31

5 INTRODUCTION - WHAT IS CRAFT BEER Mashing Water + malt This will add colours, flavours, and sugars which will later be transformed in alcohol by the yeast. Boiling Water + malt + hops After filtering your malt to only have the liquid, we add the hops to have bitterness and aroma. Fermenting Water + malt + hops + yeast Cold the beer to add the yeast and begin the fermentation to have the alcohol and CO2. And then conditioned the beer. 60 to 90min 60 to 90min 1 to 4 weeks (and more) AND THEN READY TO DRINK! 3/31

6 INTRODUCTION - DEFINITION "Craft beer is more than just awesomely delicious beer. It's also a revolution against the insult of the industrialized notion of beer that has been preying on the populace for decades. [Greg Koch from Stone Brewing] 4/31

7 INTRODUCTION - DEFINITION BUT WHAT IS THE DIFFERENCE BETWEEN CRAFT BEER AND INDUSTRIALISED BEER? 3/31

8 INTRODUCTION - DEFINITION CRAFT BREWERIES INDUSTRIAL BREWERIES Small Annual production of 6 million barrels of beer or less. Independent Less than 25 percent of the craft brewery is owned or controlled by a beverage alcohol industry member. Traditional A brewer that has a majority of its total beverage alcohol volume in beers whose flavour derives from traditional or innovative brewing ingredients and their fermentation. No limitation of size Mostly owned by beverage alcohol industry member (ABinBev, SabMiller, Diageo, ) Used of substation products to increase the production but decrease the flavours (rice, corn, extract, ) 3/31

9 INTRODUCTION - CRAFT BEER IS ALSO styles of beer (IPA, porter, stout, lager,...) emotions bitter, fruity, hoppy Description tastes Reinheitsgebot purity law (1516) country regulation Laws prohibition USA ( ) tea Beverages wine spirits water, malt, hops, yeast discovering knowledge 5 senses enjoying friends health social Ingredients pairing experience Sharing Learning Food enhance app Technology AR website FLAVORS INTERACTION alcohol installations Technical process THE WORLD OF CRAFT BEER sanitary BREWING Brewers education recipe HISTORY CULTURE Home-brewing Clichés Places restaurant materials ceremony Philosophy kitchen Moment garage hobbo cans drunk from USA & UK (1970) pub industrial beer VS beer geek party beer o clock during meals brewpub at home traditional 5/31

10 INTRODUCTION - WHO I AM INTERACTION DESIGNER + PHOTOGRAPHER + HOME BREWER (french culture, adventurer, knowledge in brewing) DISCOVERY + OBSERVATIONS + TEST (process, analysis, sharing) EXPERIENCES + TRANSCULTURALITY (wide vision, comprehension, ability to transmit) CHINA 6/31

11 INTRODUCTION - PROCESS PHASE 0 PHASE 1 PHASE 2 PHASE 3 DEFINED THEME EXPLAIN METHODOLOGY QUESTIONINGS RESEARCHES AROUND THE SUBJECT THEN FOCUSED IN CHINA DEFINED USERS FIND AXES OPPORTUNITIES IDEATION SKETCHES FOCUS ON USERS DATA USAGE TEST FINALISATION CONCEPTION PROTOYPE TEST ALSO FOR THE DISSERTATION 7/31

12 CONTEXT NUMBERS MARKET PARALLELS 8/31

13 CONTEXT - NUMBERS AROUND BEER IN CHINA 90% Chinese beer consumption VOLUME PRODUCTION CHINA : million HL USA : 226 million HL BRAZIL : 14.5 million HL VOLUME CONSUMPTION in CHINA 508,6 million HL (Statista 2015) takes place during meals (sabmiller stats) Beer is the 2 nd beverage consumed by chinese after tea (macleans) Around 30 craft beer breweries in China (2014) since 2008 (zdnet.com) 9/31

14 CONTEXT - PARALLEL WITH THE USA 11% 89% VOLUME PRODUCTION IN THE USA (2014) CRAFT BREWERIES IN USA (2014) 11% for the craft beer 3,418 craft beer breweries 89% for the mass production beer market (the Brewers Association) 10/31

PRESENT IN SHANGHAI ROGUE, BROOKLYN BREWERY, BREWDOG, NORTH COAST BREWING CO.

15 CONTEXT - THE CHINESE MARKET COMPETITORS - BEER CORPORATIONS * * * brewed with rice Average price for a Tsingtao in China between 3 rmb and 20rmb FOREIGN CRAFT BEERS PRESENT IN SHANGHAI ROGUE, BROOKLYN BREWERY, BREWDOG, NORTH COAST BREWING CO., KARL STRAUSS, Nø GNE ø, Average price for a craft beer in Shanghai between 20rmb and 60rmb 11/31

16 CONTEXT - FACT In the Kirin Beer University 2014 report on global beer consumption by country, China is not only number one in market share and consumption, it is a country that has beer consuming with positive, year over year, consumption growth. So, if you add these numbers to a steady increase in wealth among the growing middle/upper class, and sprinkle that with a little built-in classism, you can get a lot of potential craft beer drinkers! [saporedicina] 15/31

17 CONTEXT - CHINESE GOVERNMENT REGULATION & OTHER PROBLEMS FORBIDDEN TO BRING ALIVE BACTERIA IN CHINA (problem with the yeast) VERY EXPENSIVE TO IMPORT INGREDIENTS VERY DIFFICULT TO GET THE AUTHORISATION FOR BOTTLING AND SELLING (example with the S behind every product in Shanghai) THE WATER QUALITY (buy expensive filters) KEEP THE FRESHNESS (for ingredients and beer transportation) 12/31

18 CONTEXT - DRINKING BEHAVIOURS DRINK CRAFT BEER FOOD PAIRING - SPECIAL GLASS - FEEL THE FLAVOURS CHINESE DRINK BEER GANBEI - SMALL GLASS - DURING MEALS 13/31

CONTEXT - TRANSCULTURAL APPROACH TEA CEREMONY (the table, the cups, how to drink, ) Beer is the 2 nd beverage consumed by chinese after tea ALL THE DIFFERENT SORTS OF TEA (green tea, black tea,

19 CONTEXT - TRANSCULTURAL APPROACH TEA CEREMONY (the table, the cups, how to drink, ) Beer is the 2 nd beverage consumed by chinese after tea ALL THE DIFFERENT SORTS OF TEA (green tea, black tea, jasmine, flowers, pin, ) THE HEALTH BENEFITS OF TEA (stomach, teeth, skin, ) CRAFT BEER CEREMONY (glass, serving, places, how to drink ) Craft Beer culture ALL THE DIFFERENT SORTS OF BEER (IPA, stout, porter, lager, ) THE HEALTH BENEFITS OF BEER (bones, decrease diabetes, risks or cancer & heart failure ) 14/31

20 OBSERVATIONS TESTIMONIES OBSERVATIONS MAPPING 16/31

21 OBSERVATIONS - USERS & STRATEGY THE MAIN USERS THE BREWERS THE DRINKERS THE NON-DRINKERS FIND THE RIGHT FIELD OF STUDY (places, transculturality, people, feelings, moment, ) DEFINED PERSONA (with their own opportunities) 17/31

OBSERVATIONS - DRINKERS EMILY ZHANG 27yo - Chinese Banker in Shanghai She went to USA. She knows a bit about craft beer She likes to try different tastes.

22 OBSERVATIONS - DRINKERS EMILY ZHANG 27yo - Chinese Banker in Shanghai She went to USA. She knows a bit about craft beer She likes to try different tastes. She really to know more and have craft beer in Shanghai. She doesn t like black beer. QUESTIONS & TEST : Imperial Porter (black beer) 9.2% from USA. French soft & fruity cheese. Milk chocolate. Beer flavour wheel. Emotions & feelings. CRAFT BEER FRENCH CHEESE WHAT I LEARNED : Interested about craft beer, she wants to learn more about what she is drinking. She can put words on what she is tasting. Food pairing is a good introduction to craft beer. EMILY ZHANG THE BEER FLAVOUR WHEEL 18/31

OBSERVATIONS - NON-DRINKERS PATRICK SHIH 31yo - Chinese Designer in Shanghai He doesn t know craft beer (only some belgian beers). He likes to drink in a bar with friends.

23 OBSERVATIONS - NON-DRINKERS PATRICK SHIH 31yo - Chinese Designer in Shanghai He doesn t know craft beer (only some belgian beers). He likes to drink in a bar with friends. QUESTIONS : How do they feel with a craft beer brewed for Reflex, how do they drink it. What do they think of the packaging. WHAT I LEARNED : Interested about craft beer, Intrigued about the packaging, Surprised on the test of this home made craft beer. PATRICK SHIH REFLEX X BEER MAVIS SUN 19/31

OBSERVATIONS - BREWERS MICHAEL JORDAN 45yo - American Brewmaster in Shanghai. Craft beer expert. He lives in China since 5 years. MALTS He really wants to share his passion for craft beer.

24 OBSERVATIONS - BREWERS MICHAEL JORDAN 45yo - American Brewmaster in Shanghai. Craft beer expert. He lives in China since 5 years. MALTS He really wants to share his passion for craft beer. He is trying to introduce chinese to craft beer culture. QUESTIONS : Discussion with him about craft beer in China. MICHAEL JORDAN WHAT I LEARNED : A lot about the laws (forbidden to import yeast (alive bacteria), the freshness of the ingredients and the beer, to have the S symbol to be bottled is very hard. FERMENTATION TANK He also tried to make a Chinese craft beer with black tea from Yunnan. MULTI REAWARDED TKO IPA He has a transcultural approach. 20/31

25 OBSERVATIONS - PLACES IN SHANGHAI BUT WHERE IN SHANGHAI I CAN TRY THOSE DELICIOUS CRAFT BEERS? 20/31

26 O B S E R VAT I O N S Hongqiao Beer Festival - PLACES IN SHANGHAI Sinan Mansion Beer Festival Shanghai Beer festival Shanghai Beer festival MICHAEL JORDAN also organised the Shanghai Beer week 21/31

27 O B S E R VAT I O N S - PLACES IN SHANGHAI Liquid Laundry Dean s bottle shop Just cool The beer lady Boxing cat brewery DR Beer Boxing cat brewery 9beer house Jackie s Beer Nest The Brew Boxing cat brewery facilities next to Hongqiao Airport 22/31

28 OBSERVATIONS - PLACES IN SHANGHAI BUT WHAT COULD BE THE LEVERS OF THE TRANSCULTURALITY? 20/31

OBSERVATIONS - THE TEA CULTURE TIANSHAN TEA CITY : Te a ce re m o ny, s m e l l t h e different tea, understand the effects on the health, test the flavours of the tea,

29 OBSERVATIONS - THE TEA CULTURE TIANSHAN TEA CITY : Te a ce re m o ny, s m e l l t h e different tea, understand the effects on the health, test the flavours of the tea, transcultural approach. Several craft beer brewed with tea : Stone japanese green tea IPA, JP s Yabba Dhaba Chai Tea Porter, Dogfish Head Sah tea (infused with black tea) 23/31

30 OBSERVATIONS - THE FOOD PAIRING CHINESE FOOD & SPICES : Use the Chinese food to pair with the beer, try to find the spices, good introduction to craft beer, more sweet, less bitter, creative recipe, more conviviality, a levers of transculturality. 24/31

31 OBSERVATIONS - TO SUM UP THE DRINKERS 25-35yo ENHANCE THE EXPERIENCE OF DRINKING CRAFT BEER THE NON DRINKERS 25-35yo DISCOVER THE CRAFT BEER THE BREWERS Shanghai is a good place for experimenting craft beer (festival, shops, bar) The tea culture and food pairing are the best levers of transculturality to introduce craft beer yo KNOWLEDGE TO SHARE 26/31

32 DESIGN PERSPECTIVES - PROBLEMATIC HOW TO PROMOTE CRAFT BEER IN CHINA? 27/31

33 DESIGN PERSPECTIVES - AXES AXE 1 TEACHING & LEARNING AROUND CRAFT BEER IN SHANGHAI (WORKSHOPS, DINNER, GRAPHIC DESIGN, BREWING,DRINKING BEHAVIOURS, COMMUNICATION) OPPORTUNITIES Transculturality with tea culture and food. It could be Interaction design oriented. AXE 2 CREATE A RANGE OF BEER THAT STICK WITH THE CHINESE CULTURE (INGREDIENTS, DRINKING BEHAVIOURS, COMMUNICATION, CRAFTING) OPPORTUNITIES Transculturality with tea culture and food. More a global design project A to Z. 28/31

34 DESIGN PERSPECTIVES - NETWORK MICHAEL JORDAN Brewmaster at Boxing Cat Brewery and Liquid Laundry. YAN GAO Brewer and brewing consultant in China. MICHAEL WENDLING Founder and chief cooker at LeCuivre, Cu2+ and T for Thai. EMILY ZHANG Banker and craft beer drinker. MIKE SHERRETZ Homebrewer and reseller in Shanghai. ALESSANDRO SATIN Beverage marketer in Isola food REFLEX AGENCY Communication and digital product. 29/31

35 THANK YOU FOR LISTENING 30/31

36 THANK YOU FOR LISTENING AXE 1 TEACHING & LEARNING AROUND CRAFT BEER IN SHANGHAI (WORKSHOPS, DINNER, GRAPHIC DESIGN, BREWING,DRINKING BEHAVIOURS, COMMUNICATION) OPPORTUNITIES Transculturality with tea culture and food. It could be Interaction design oriented. AXE 2 CREATE A RANGE OF BEER THAT STICK WITH THE CHINESE CULTURE (INGREDIENTS, DRINKING BEHAVIOURS, COMMUNICATION, CRAFTING) OPPORTUNITIES Transculturality with tea culture and food. More a global design project A to Z. 30/31

SOURCES WEBSITES : _kirinholdings.co.jp/english/news/ 2014/1224_01.html _craftbeer.com _brewersassocation.org _brewdog.com _sabmiller.com _beeradvocate.com _macleans.

37 SOURCES WEBSITES : _kirinholdings.co.jp/english/news/ 2014/1224_01.html _craftbeer.com _brewersassocation.org _brewdog.com _sabmiller.com _beeradvocate.com _macleans.ca/economy/business/craftbreweries-bubble-up-all-over-china/ _usa.chinadaily.com.cn/opinion/ /19/ content_ htm _blog.stonebrewing.com/index.php/craftbeers-heath-benefits/ _zdnet.com/article/is-china-the-next-craftbeer-powerhouse/ _ archinte.jamanetwork.com/article.aspx? articleid= BOOKS : _ hops magazine _ The Economics of Beer, Johan F.M. Swinnen _ Beer in Health and Disease Prevention, Victor R. Preedy _The beer wench s guide to beer : an unpretentious guide to craft beer A hsley Routson _ All Beer : Le guide de dégustation Alex Barlow VIDEO : _ Chop & Brew - Episode 38: Homebrewing with Tea _Brew Dogs (Season 1 to 3) 31/31

British Craft Breweries Export Project/iNet

CRAFT BEER IN CHINA British Craft Breweries Export Project/iNet Developing a framework for breweries to export to China Our objective - to deliver a plan that identifies a structured approach to the product,