HK yau for Hong Kong buddies
When Carlsberg is joining the craft beer pool, it means the once minority hobby formally becomes the mainstream. Wouldn’t it be nice when those fine ales can accompany your favourite stir-fry in Dai Pai Dong?
Craft beer had been some fashionable stuff for the aficionado. They may have been drinking specialty coffee or whisky, or they had lived abroad for some years, so they aspire for different kinds of of beer. Nowadays the market grew and craft breweries are all around in the city. They make all kinds of beers, but the breweries’ main hits are usually the “strong” kinds of ales, but the novice may want to start with lighter ones. The craft beer market grew, nevertheless, now reaching a three per cent market share in Hong Kong. “We think there’s much room forward. We’re working to grow the market, and hope its share can reach 12 per percent,” said Peter Poon, executive director of Carlsberg. HK Yau was created out of an effort to reach out to those who never had their first try of the specialty brew.
The great advantage of Carlsberg is its responsiveness to what customers want. With years of sale experience it cultivated solid consumer reach, backed by regular market research by external research firms for a thorough understanding of the market’s taste. “We find that lighter body means better market reception.” As such, HK Yau’s three initial brews, pale ale, wheat beer and lager, are all low in bitterness and easy going. That aside it does respond to the recent “coriander craze” with its coriander and preserved mandarin peel white beer!
On top of that, scalable production it is possible to put quality control measures like batch tests in place, and source globally for materials. What’s more, HK Yau can leverage on the group’s enormous distribution and transport network, and all these can ensure freshness which is critical to craft beer.
The recipes for HK Yau come from Brooklyn Brewery in New Work, a prestigious thirty-year old establishment in craft beer with a huge scale. For those three brews, representatives of Brooklyn already flew to Hong Kong five times to research on the local taste. “We brought them to wet market, and tried many authentic flavours such as char siu (barbecued pork, Cantonese steamed seafood, preserved mandarin peel from Yiu Fung confessionary store and dried mango, among many other things.” Peter said it took a year and a half to go from planning to research through production. Other beer flavours should be coming around.
Only available in draft for the time, the brand aims to reach 65 restaurants in the short term. They are mostly mid-high end restaurants and hotel bars, with food to match each of the three beers. The crisp lager should go well with stir-fries, coriander and preserved mandarin peel white beer is a natural pair for steamed seafood with preserved black beans. For the citrusy pale ale, ideal matches are honeyed barbecues. It must be an enjoyable thing to drink HK Yau in Dai Pai Dong one day!
嘉士伯最大的優勢，就是多年的本地銷售經驗令他們能接觸最多客戶，背後還要有定期由市場調查公司進行的調查，以全面了解市場口味。「我們發現酒底較輕盈，消費者會更易接受。」因此香港友三個酒款分別是Pale Ale、Wheat beer和Lager，都是苦度低，易入口的酒款。別的不說，就是陳皮芫茜味的小麥啤，就已經完全追上近期本地的芫茜熱！