Brew Asia with focus on “delivering the future”

Vietnam | Immersed in the dynamic theme of “Delivering The Future”, more than 800 attendees at this year's Brew Asia, which took place from 19–20 October 2023 in Ho Chi Minh City, Vietnam, engaged in networking and knowledge exchange over two action-packed days. From insightful presentations and workshops led by industry luminaries to a bustling trade fair showcasing the latest innovations from global suppliers, Brew Asia 2023 provided a platform for brewers to connect, learn, and shape the future of the industry.

A tapestry of brewers from Australia to Japan, India to the Philippines converged on the vibrant metropolis of Ho Chi Minh City for the 9th edition of Brew Asia (formerly SEA Brew). The eye-catching GEM Center exhibition venue, nestled in the heart of District 1, served as the epicentre of this industry gathering, a short hop from the city's renowned cluster of taprooms, craft beer bars, and brewpubs.

Panels, workshops and sessions

Day one of the conference kicked off with a thought-provoking keynote from Garrett Marrero, Founder & CEO of Maui Brewing Company (USA), who delved into the realities of a maturing craft beer market. He observed the growing preference for seltzers and spirits among consumers in the US market, emphasizing the need for brewers to adapt and expand their product portfolios. To exemplify this approach, he recounted how Maui Brewing Company had successfully introduced a range of seltzers and spirits, effectively positioning itself as a multifaceted “lifestyle brand”. While the Asian craft beer market is still in its nascent stages, Marrero's insights underscored the importance of preparing for inevitable market shifts and embracing new trends to remain competitive.

On the second day, Scott Janish of Sapwood Cellars and author of The New IPA took the stage, sharing his experiences of how community collaboration fuelled his research and propelled the industry in general forward. His masterclass, titled "Maximizing Hop Aroma and Flavor in Beer," delved into the findings from his extensive research, providing brewers with invaluable insights into unlocking the full potential of hops in craft exceptional beers.

Looking to the future, the conference offered workshops on the innovative use of hops from BarthHaas's brewing solutions team and strategies to optimize brewing costs through liquid malt and hop extracts, presented by Pure Malt and Totally Natural Solutions teams. Yeast supplier Fermentis also seized the opportunity for the global launch of their SafAle W-68™, a classic German-style wheat beer yeast unearthed from the Weihenstephan archives and selected for crafting aromatic beers with a distinctive phenolic character rich in fruity and floral notes.

The most popular session of the show was Siebel Institute's “Judge Like A Judge” workshop, hosted by Lallemand's technical team of Richard Chamberlain and Daniel McCulloch, which attracted a throng of eager participants. This practical sensory guide to beer assessment catered not only to aspiring beer judges but also to brewery teams and sales professionals who regularly need to evaluate beers in their markets.

The workshop encompassed engaging, hands-on exercises in sensory evaluation and off-flavour identification, empowering participants to refine their palates and confidently assess the quality of beers they come across on a daily basis.

Discussion groups delved into critical industry challenges: preserving business uniqueness in a saturated marketplace, fostering collaboration while competing for a limited consumer base, and navigating the pitfalls encountered by more mature premium beer markets. Participants engaged in lively debates, exchanging insights and perspectives on maintaining a competitive edge amidst a sea of competitors. They emphasized the importance of innovation, differentiation, and building strong brand loyalty to stand out from the crowd.

Brew Asia trade fair

This year's Brew Asia trade fair expanded by a staggering 50% compared to 2022, showcasing an impressive array of over 60 exhibitors and an even wider spectrum of equipment and ingredients encompassing the entire industry supply chain.

From industry giants Steinecker and Ziemann Holvrieka to custom producers such as PMG and Bespoke Brewing Solutions, the trade fair presented a diverse range of brewhouse options to suit every budget and production scale.

The vast selection of ingredients suppliers ignited the imaginations of brewers and enthusiasts alike, opening doors to a world of new recipe possibilities.

Keg suppliers Blefa and Schaefer, along with draft pouring powerhouse Micro Matic, ensured that the dispensing side of the business was well represented. To complement these offerings, glassware providers O-I and Rastal showcased a variety of elegant and functional serving vessels.

Asia Beer Championship Awards

Culminating in the now-iconic Asia Beer Championship Awards evening, the show heralded Asia's finest brews and breweries. Gold, Silver, and Bronze medals were bestowed across 31 beer style categories, and for the first time, the region's expanding cider market was recognized with its own dedicated competition, the Asia Cider Championship.

In a buzz of anticipation, the title of Champion Beer of Asia was awarded to “Summer Breeze”, a saison hailing from The Philippines' Elias Wicked Ales & Spirits. For the second consecutive year, China's URBREW claimed the coveted Champion Large Sized Brewery of Asia, while Singapore's Brewerkz proudly hoisted the Champion Medium Sized Brewery trophy.

Relative newcomers to the industry, Sunbird Brewing Company (SGP) and Chabba Brewing Company (CHN), were recognized as the Champion Small Sized Brewery and Champion Brewpub of Asia, respectively.

Social programme

The evening Social Calendar is an integral part of the Brew Asia experience, and this year, the breweries of Vietnam welcomed their visiting counterparts with open arms and warm hospitality.

The festivities kicked off with the Welcome Reception, hosted by Fermentis, which drew an enthusiastic crowd to East West Brewing Company's centrally located and impressive brewpub. The energy remained high throughout the evenings, with taprooms across the city pulsating with lively gatherings and high-spirited entertainment.

The strong spirit of community was palpable at Bia Craft & Belgo's Bottle Share Block Party, where brewers and enthusiasts mingled and shared their passion for craft beer. The fun continued into Saturday for those who stayed for the weekend, with Steersman Brewery's "Breakfast of Champions" celebrating local breweries' Asia Beer Championship medal-winning beers, Crafted Beverage Solution's Saigon Brewfest, Quan Ut Ut x Turtle Lake's BBQ-Off, and ibiero's Cốm Festival, honouring their Vietnamese seasonal rice lager.

The immersive two days of workshops, technical seminars, discussion groups, and trade networking left attendees with renewed energy and a surge of inspiration to propel their businesses forward.

Brew Asia 2024

Leaving behind the vibrant streets of Saigon, Brew Asia 2024 sets its sights on the lush greenery of Singapore for its 10th Anniversary celebration. As the event evolves in tandem with the region's burgeoning brewing industry, it's time for an exciting upgrade. Prepare for an expanded trade fair full of cutting-edge innovations, complemented by an ever-more engaging conference program when it opens its doors on the 3rd and 4th October 2024 at the spectacular Suntec Convention & Exhibition Centre.