【2018年1月25日，武漢】全球領(lǐng)先的啤酒釀造商百威英博集團(tuán)旗下的顛覆性增長精釀事業(yè)部ZXVentures于今日舉辦武漢精釀工廠開幕儀式，并與中德啤酒學(xué)院達(dá)成戰(zhàn)略合作。武漢精釀工廠是百威英博集團(tuán)在亞太區(qū)的首個精釀工廠，力爭打造中國最優(yōu)秀的精釀，向消費(fèi)者們提供種類豐富、風(fēng)味多樣的新鮮精釀啤酒產(chǎn)品。百威英博亞太北區(qū)總裁吉祥、武漢漢陽區(qū)常務(wù)副區(qū)長李艷明、中國輕工機(jī)械協(xié)會副理事長兼秘書長王欣、湖北輕工職業(yè)技術(shù)學(xué)院院長徐兵、湖北輕工職業(yè)技術(shù)學(xué)院中德啤酒學(xué)院書記程漢生、中德啤酒學(xué)院院長杜波濤、百威英博。
ZX Ventures精釀大師Joshua Staines親自抽取“漢陽造”酒液
亞太北區(qū)超高端品牌市場副總裁徐嘉宏、百威英博亞太北區(qū)顛覆性增長精釀事業(yè)部負(fù)責(zé)人PedroAidar、中國酒業(yè)協(xié)會啤酒分會的代表以及眾多嘉賓、媒體、國內(nèi)精釀品牌創(chuàng)始人共同出席了本次活動，見證這一中國精釀史上的重要時刻。
帶來引領(lǐng)時尚的極致精釀品味
近年來，精釀啤酒人氣持續(xù)上漲，已然成為時尚人群的消費(fèi)新寵，就連前美國總統(tǒng)奧巴馬也一度在國際場合上，把鵝島經(jīng)典產(chǎn)品“312都市小麥”作為“家鄉(xiāng)特產(chǎn)”贈予他國元首。精釀啤酒備受歡迎，源于其豐富多樣的口味。配方的靈感與釀酒師個人的情懷有著密不可分的聯(lián)系，可能是源于與初戀分享的那口奶油雪糕的甜美、或是童年父親買回的水果糖的芳香——這注定了精釀啤酒不僅是各種原材料風(fēng)味的載體，更是體現(xiàn)釀酒師感情的載體，因此精釀啤酒的風(fēng)格存在著無限可能。
ZX Ventures精釀大師Leon Mickelson 帶領(lǐng)來賓參觀武漢精釀工廠
百威英博集團(tuán)作為行業(yè)領(lǐng)先者，一直以來為消費(fèi)者提供多種類、高品質(zhì)的啤酒。百威英博亞太北區(qū)總裁吉祥先生表示：“百威英博進(jìn)入中國已有30余年，始終致力于為中國消費(fèi)者提供優(yōu)質(zhì)、上佳的啤酒產(chǎn)品體驗(yàn)，多年前便以戰(zhàn)略性眼光布局超高端產(chǎn)品的引入。在精釀啤酒風(fēng)靡全球的今天，中國精釀行業(yè)仍處于萌芽階段，百威英博有責(zé)任推廣精釀文化、促進(jìn)行業(yè)發(fā)展。因此，百威英博顛覆性增長事業(yè)部ZX Ventures應(yīng)運(yùn)而生，旨在靈活應(yīng)對精釀市場的變動，優(yōu)化集團(tuán)產(chǎn)業(yè)結(jié)構(gòu)，為中國消費(fèi)者帶來更多高品質(zhì)的精釀體驗(yàn)，助力啤酒消費(fèi)升級。”
以國際尖端工藝 締造完美中國本土特色精釀
武漢精釀工廠從德國引進(jìn)量身設(shè)計的全自動釀造設(shè)備，運(yùn)用國際先進(jìn)釀造技術(shù)對關(guān)鍵生產(chǎn)參數(shù)實(shí)時調(diào)控。釀造過程中，專業(yè)的國際化團(tuán)隊(duì)實(shí)時指導(dǎo)、嚴(yán)格品控，確保苦度、色度、酒精度等風(fēng)味指標(biāo)符合配方標(biāo)準(zhǔn)，讓每一滴精釀都讓人回味。擁有了高標(biāo)準(zhǔn)的硬件和軟件后，武漢精釀工廠能夠生產(chǎn)以往進(jìn)口的產(chǎn)品，減少產(chǎn)品在長途運(yùn)輸過程中可能產(chǎn)生的風(fēng)味損失，在保持原汁原味的同時獲得更好的新鮮度；另外，工廠還將生產(chǎn)高品質(zhì)的國內(nèi)精釀產(chǎn)品，如最近達(dá)產(chǎn)的拳擊貓混合裝，精選四款榮獲國際大獎的精釀組成，產(chǎn)品口味覆蓋入門級到品鑒級，幫助消費(fèi)者循序漸進(jìn)地認(rèn)識精釀，推動精釀啤酒在中國的普及。
百威英博ZX Ventures武漢精釀工廠將釀造拳擊貓、開巴、鵝島精釀啤酒，為消費(fèi)者帶來新鮮的高品質(zhì)佳釀
作為風(fēng)味和品味的載體，精釀啤酒注定要融入不同地域的文化元素。ZX Ventures的釀酒師從武漢文化汲取靈感，借助武漢精釀工廠的工藝配套，創(chuàng)造出工廠的第一款本土精釀——“漢陽造”。“漢陽造”口味馥郁，寓意深遠(yuǎn)，象征著武漢實(shí)干的精神和對品質(zhì)的不懈追求，這正是ZX Ventures對武漢文化和城市精神的致敬，也希望它能從武漢出發(fā)，成為中國精釀的一張名片，為消費(fèi)者帶來更多味覺風(fēng)暴。
嘉獎為中國作出巨大貢獻(xiàn)的釀酒大師：Michael Jordan（左）及Leon Mickelson（右）
百威英博亞太北區(qū)顛覆性增長精釀事業(yè)部負(fù)責(zé)人Pedro Aidar介紹到：“精釀啤酒的魅力之源必然是創(chuàng)新。中國文化博大精深，源遠(yuǎn)流長，毫無疑問，這就為精釀啤酒的推陳出新提供了取之不竭的靈感。除了‘漢陽造’，我們的精釀品牌鵝島還與香格里拉精釀聯(lián)合釀制了新產(chǎn)品‘消失的地平線’，從傳統(tǒng)的文化入手，探索當(dāng)?shù)氐奶厣懔虾退�，孕育出了一款驚艷卓絕的佳釀。與本土文化共生共贏，就是我們堅(jiān)定不移的發(fā)展目標(biāo)和方向。”
攜手中德啤酒學(xué)院 培養(yǎng)精釀新生代
“Brewing up the future, today!” 是ZX Ventures的愿景，而人才則是未來發(fā)展的關(guān)鍵。ZX Ventures攜手中德啤酒學(xué)院，共同啟動“精釀新生代”項(xiàng)目，打造高標(biāo)準(zhǔn)的精釀啤酒產(chǎn)學(xué)研平臺，將通過為學(xué)生提供實(shí)習(xí)崗位、定期開展大師講座或名師精選課程、設(shè)置工廠開放日等方式培養(yǎng)專業(yè)人才；同時，雙方將共建精釀啤酒實(shí)驗(yàn)室，聯(lián)合開發(fā)新配方，提升學(xué)生專業(yè)素養(yǎng)，為行業(yè)輸送新鮮血液。
精釀大師、拳擊貓釀酒大師Michael Jordan
業(yè)界交流是行業(yè)發(fā)展的催化劑，而國內(nèi)精釀行業(yè)之間的對話溝通較少，也鮮見持續(xù)系統(tǒng)的行業(yè)合作，搭建一個穩(wěn)定的行業(yè)交流平臺正是ZX Ventures的“小目標(biāo)”。在未來，ZX Ventures將緊密聯(lián)合中德啤酒學(xué)院，運(yùn)用“精釀新生代”的平臺，帶領(lǐng)學(xué)生們參與國際交流，讓他們既有本土積淀，又擁有國際視野。
武漢市漢陽區(qū)常務(wù)副區(qū)長李艷明（左）與百威英博武漢工廠廠長付兆輝（右）共同發(fā)布“漢陽造”，致敬武漢文化
結(jié)合學(xué)校的教育、發(fā)展來看，此次合作更能發(fā)揮中德啤酒學(xué)院“雙元制”教學(xué)制度的優(yōu)勢。在與武漢精釀工廠合作的短短數(shù)月內(nèi)，校內(nèi)優(yōu)秀學(xué)生代表已經(jīng)在精釀大師的指導(dǎo)下，聯(lián)合開展了“釀造未來”的課題，并開發(fā)出兩款融入了家鄉(xiāng)味道的小麥啤酒，邁出了結(jié)合本土創(chuàng)新的第一步。談及本次產(chǎn)學(xué)研合作，湖北輕工職業(yè)技術(shù)學(xué)院院長徐兵表示：“通過‘精釀新生代’這一高標(biāo)準(zhǔn)平臺，學(xué)生能獲得更先進(jìn)、更全面的指導(dǎo)與實(shí)訓(xùn)，相信將來必定能在國內(nèi)精釀行業(yè)體現(xiàn)自身價值，讓中國精釀耀眼世界。”
中國輕工機(jī)械協(xié)會副理事長兼秘書長王欣女士參與啤酒知識培訓(xùn)
精釀啤酒的魅力愈發(fā)增長，是選擇鐘意的口味，或是成為釀酒師、將心中的那份情懷賦予到麥汁里，都由你來決定�，F(xiàn)在，請將好奇心轉(zhuǎn)化為行動，讓我們共同感受這醉美的品味，釀造更美好的未來！
Brewing up The Future, Today!
AB InBev’s ZX Ventures Partners with BTA to Preach Craft Beer in China
January 25, 2018, Wuhan, China – ZX Ventures, the disruptive growth craft beer business under world-leading brewer AB InBev, inaugurated its Wuhan craft brewery today. It also reached a strategic partnership with China’s leading brewing school, BTA (Brewing Technologies Academy). Being AB InBev’s first craft brewery in APAC, the new Wuhan facility will be dedicated to hatching the country’s top-notch craft beers. The inauguration gathered VIPs including Jean Jereissati, President of AB InBev APAC North, Li Yanming, Executive Deputy Governor of Hanyang District, Wang Xin, Secretary General of the China Light Industry Machinery Association, Cheng Hansheng, Council Chair of Brewing Technologies Academy, HBLITI, Du Botao, Dean of Brewing Technologies Academy, HBLITI, John Xu, VP of High-End AB InBev APAC North, Pedro Aidar, Head of Specialties of ZX Ventures APAC North, as well as the representative from the China Alcoholic Drinks Association’ Beer Branch, industry guests, journalists, and founders of China’s native craft beer brands, who jointly witnessed the moment of key significance of China’s craft beer history.
Ultimate Craft Brewing Tastes That Set the Trend
The past few years have seen the rise in popularity for craft beer, which has become a trend-setter both in China and around the world. The concept of craft beer is of such unique novelty that former US President Barack Obama once presented one of Goose Island’s classic offerings, 312 Urban Wheat Ale, as his hometown specialty to heads of states at major international occasions. The diversity in tastes and styles are one of the many reasons that craft brewing has become popular. The recipes often incorporate the brew master’s personal experiences and influences leading to liquids rich in story and background. These stories ensure that all craft beers are more than a carrier of flavor that combines different ingredients and styles, but are each also masterpieces that inspire endless possibilities for the brews of the future.
Being inarguably the leader of the brewing industry, AB InBev has long been committed to providing consumers with beers of varying styles and outstanding qualities. Jean Jereissati, President of AB InBev APAC North, proudly introduced the brewers’ efforts to strive for excellence: “AB InBev has been in the China market for more than 30 years, and remains devoted to providing quality and premium beer-based experiences to Chinese consumers, and took an early step years ago to strategically introduce high-end offerings. In an era when craft beer is now sweeping the globe, China’s own craft brewing industry is still in its start-up phase. That’s why AB InBev considers it an inevitable responsibility to promote both culture and growth of the craft brewing industry in this country. These are the reasons behind the establishment of our disruptive growth business division, ZX Ventures, the creation of which is just aimed at flexibly addressing changes of the craft brewing market, optimizing our business structure, presenting Chinese consumers with more premium craft beer experiences, and aiding consumption upgrade of China’s beer industry.”
Cutting Edge Solutions to Deliver Perfect China-Style Craft Brews
Equipped with tailor-made fully-automatic brewing facilities imported from Germany, the Wuhan craft brewery will be able to take advantage of world-leading brewing technologies to ensure real-time monitoring of key production specifications. During the brewing process, a professional international team will be on standby to provide guidance and enforce strict quality control. This will ensure the bitterness, color, and alcohol content can comply with requirements of original recipes, and each drop of craft beer to be bottled can achieve its full flavor potential. Boosting both hardware and software of high standards, the Wuhan craft brewery can now proudly release previously only imported products and such localized production can help reduce the possible loss of tastes and flavors incurred during long-haul transportation to guarantee better freshness and authenticity. In addition, the brewery will also deliver high quality domestic craft beer products. They include the Boxing Cat Mixed Pack which was recently released into the sales channel, combining four internationally awarded craft beer recipes that cover entry-level to connoisseur-level tastes, to help consumers gradually understand craft brewing and drive its growing popularity in China.
As a carrier loaded with both flavor and style, craft beer is destined to integrate cultural elements of different regions. After drawing from Wuhan’s unique history and culture, ZX Ventures’ brewmasters have also utilized the craft brewery’s technical infrastructure to create its first local craft beer, Hanyang Zao. With strong fragrance and far-reaching implications, Hanyang Zao serves as a symbol of Wuhan's steadfast spirit and relentless pursuit for quality. ZX Ventures hopes that Hanyang Zao and other brews produced in the craft brewery can go beyond Wuhan’s local market and become forever embedded in China’s craft brewing industry.
Pedro Aidar, Head of Specialties of ZX Ventures APAC North, offered his introduction to the emerging craft brewing business: “The charms of craft beer lie with innovation. We all know that China has a rich culture, plus a long-running history. That has undoubtedly provided endless inspirations to help innovate the craft brewing business. Apart from Hanyang Zao, our craft beer brand Goose Island has also worked with Shangri-la Beer to co-brew a brand-new craft beer offering, the Lost Horizon, which, as a product of stunning beauty, connects to China’s traditional culture by exploring local spices and fruits. Growing and winning with local culture will be our unshakable development target and direction.”
Partnership with BTA to Nurture New Generation Craft Brewing Talents
With “Brewing up the future, today!” as its vision, ZX Ventures sees talent as the key to its future development. That’s why it has joined hands with BTA to co-launch a talent program titled “New Brewing Generation”, in a bid to build a high-standard craft beer platform that combines both the industry and academia. Zx Ventures hopes to help develop professional talents by providing internships, offering regular master lectures or select courses, and setting up brewery open days. At the same time, both sides will co-build a craft beer lab to jointly develop new recipes, raise students’ professional capabilities, and help feed the industry with new ideas.
While industrywide exchange is essential to common growth, China’s craft beer industry is still lacking in beneficial dialogues and exchanges, nor sustained systematic partnerships. So, ZX Ventures also sees creating a stable industrial exchange platform as one of its missions. In the future, ZX Ventures will work closely with BTA and take advantage of the joint talent program to provide students with rare opportunities of international exchanges that can bring both local insights and international visions.
Regarding BTA’s academic strength and development, the partnership will also better bring into play advantages of the academy’s dually-oriented education system. Within months after the kick off of the partnership with the Wuhan craft brewery, BTA’s outstanding student representatives have undertaken a research topic titled “Brewing for The Future” under the instructions of AB InBev’s brewmasters, and developed two wheat ales with strong hometown influences, a firm step towards integration of locally-based innovations. When speaking of the school-brewery partnership, Xu Bing, President of Hubei Light Industry Technology Institute, said: “Through such a high-standard platform like ‘New Brewing Generation’, our students will be able to access more advanced and more comprehensive instructions and practices. We’re confident that they will surely be able to show their values in China’s craft brewing industry, and help China’s own craft beer recipes shine around the world.”
The door is now open both for consumers to experience what craft beer can be and also for those interested in bringing their own recipes to fruition. We invite you to a world full of possibilities in flavor and innovation. Join us on this journey as we together brew for a better future.