Brewlander’s founder John Wei on why he set up a brewery in land-scarce Singapore
Craft beer manufacturer John Wei, founder of Brewlander, believes that the beer community is ready for a beer festival at Bayfront Event Space from 3 to 6 Aug.
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Did you know that besides Tiger Beer Brewery, Singapore has another local brewery that produces premium craft beer? Yahoo Life Singapore recently visited Brewlander’s brewery in Tuas and we were bowled over by the state-of-the-art facility. What's more, Brewlander continues to put Singapore's name on the world map by winning awards one after another. These include: Best of Show, Gold, Silver, and Bronze awards at The World Beer Awards, Asia Beer Awards, Asia Beer Championship, and Australian International Beer Awards for various beer styles over the years.
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Yahoo Life Singapore got John Wei, the Founder, Brewer, and Yeast Whisperer at Brewlander, who is also the organiser of Brewnanza Fest, to share how the craft beer brand got started and also the deets on Singapore’s first-ever craft beer Festival.
John’s “beer awakening moment” happened during his trip to Cornwall in 2008, where he first encountered beer so "flavourful and delicious" that he never knew possible. From then, Brewlander’s (John's online moniker) origins started in an HDB flat, which saw our local boy John Wei experimenting with his home brews, discarding batch after batch until he found the right recipe. Then came the one-person start-up business, which saw him cold calling, knocking on doors and being rejected repeatedly. Thanks to his quality beers, the underdog's persistence and belief in his products eventually got him noticed via word-of-mouth.
Every day I walk into our brewery, I still can't imagine how I got from making beers at home in my DIY equipment to owning a state-of-the-art and thoughtfully put-together facility.Brewlander Founder John Wei started making beers in his HDB home.
John can now laugh about how he started beer brewing at home on a whim with his friends. "Back in 2016, jaded by a lack of local craft beer representation in our local bar and restaurant scene, a couple of friends and I came up with a wild idea: to make my award-winning homebrews available to the wider public. Taking a leap of faith, I gave up my day job and plunged headfirst into the project with the mission to challenge the status quo of Asia's beer scene, while putting Singaporean brews on the world beer map.”
I gave up my day job and plunged headfirst into the project to challenge the status quo of Asia's beer scene, while putting Singaporean brews on the world beer map.Brewlander Founder John Wei on the impetus in getting started.
Citing how the initial 18 months were “very challenging " due to the elementary understanding of craft beer in Singapore, John revealed, “There was no appreciation for local craft beer then, and we had to build that foundation from scratch. Fortunately, our beer did the talking for us, and a few renowned restaurants and bars started putting us on. Likewise, early supporters started sharing through word of mouth. Over time, we've managed to help shift and improve the appreciation and value of local craft beers.”
Brewlander Craft Beer 340ml (Freedom Lager, Inception IPA, XPA Xtra Pale Ale)
Many were curious why he set up a brewery in one of the most expensive places in the world.
“People used to ask me, ‘Why come back from Cambodia to brew in Singapore, possibly the most expensive place to run any manufacturing?’ My answer was, I believe that not everything is quantifiable just by monetary outcomes, and today, our beers are way better than what they used to be, and it's impossible for me or anyone to put a value on that. It had to be done and it was the right thing to do. As a local brand, I felt that it's important to plant ourselves here in Singapore, and if we could succeed in running a brewery in the most expensive country to manufacture, then we've built ourselves a business that could thrive when we expand regionally in the future!”
What to expect at Brewnanza Fest 2023
Brewnanza Fest – A craft beer festival that has been brewing in the mind of the Yeast Whisperer and Brewlander founder John Wei for years, is finally happening in Singapore from 3-6 August. Thanks to the vision and doggedness of John, who always had a craft beer party for craft beer folks in mind, we can now, for the first time ever, participate in a beer festival housing premium beers from around the world.
John shared that he has always been intrigued by the quality and taste of certain craft beers he experienced overseas and wishes to share it with the beer community back home.
“The goal of Brewnanza Fest is to introduce and elevate Craft Beer in Singapore and SEA to a wider audience in a more effective manner, and instead of knocking on 10,000 doors individually, we want to create an unforgettable experience that brings 10,000 people to us through the 4 days.”
Brewlander Love (Wild IPA) Craft Beer
On what beer lovers can expect from Singapore’s version of Oktoberfest, John reveals, “You can expect an array of limited-edition craft beers from some of the most-sought-after breweries like Trillium, where it's very scarce even in their home country and long lines of people queuing up for hours at their new beer release. We are humbled that they have agreed to participate in Brewnanza! There also will be a wide selection of gourmet food that pairs well with beers, and everyone can enjoy a music programme carefully curated by Ice Cream Sundays, and a host of talented bands put together by our team.”
Brewlander XPA Extra Pale Ale - Case
When queried if our local beer community is ready for quality, premium craft beer at a higher price tag than the usual beer, John is confident that our beer community is becoming increasingly discerning in terms of taste and more willing to pay more for what they believe to be a superior product.
He adds that the craft beer scene in Singapore and Southeast Asia has steadily grown for the last five years. “I would say more consumers know more about craft beers today than five years ago, and likewise, it's more readily accessible in bars, restaurants, and retail. Having said that, I believe that craft beer is still in its early growth stage and has lots of potential. There will come an inflexion point. Craft beer will continue to be a premium selection, and rightly so if one is familiar with the philosophy and production process behind it. This is why it's so flavourful compared to regular commercial beers and is popular with consumers seeking more.”
Brewlander Courage Double IPA 330ml Abv 8.2%
He reiterates that craft beer is not here to replace the usual beer in supermarkets but to “provide an elevated alternative to the changing consumer palate. There have always been No Frills and Premium supermarkets, and likewise, even on the shelves, there are similar products within the same category at different price points. The key for us within the craft beer space would be to focus on how we communicate and educate our target audience and help them see how the value of craft beer outweighs the slight price premium.”
Of course, a business can only thrive with a solid support base, no matter how good its products are. John added how his supporters have helped the survival, and success, of Brewlander, especially during the COVID-19 lockdown.
“There are so many good and great beers today in the market, and it's getting harder to stand out. We are thankful that we were many people's first experience of a quality Singapore craft beer. Many of them have seen our journey and to some degree feel like they are vested in helping us succeed. I've got so many first-hand experiences and stories to tell of the support we've received during COVID-19 lockdown. This consumer loyalty and brand attachment is something that's helped us remain relevant whilst growing and scaling our operations, and something we don't take lightly.”
We aren't there just to sell a couple of cups of beer over the weekend. We hope this is a spark and the start of a catalytic event in the growth of Craft beer in Singapore and the region.John Wei on organising the Brewnanza Fest – the first craft beer festival in Singapore.
Brewlander Joy (Session IPA) Craft Beer Carton 24 Bottles
John Wei, the Founder, Brewer, and Yeast Whisperer at Brewlander
Before John started his foray into brewing, he was in the finance industry before dabbling in the construction business. He has a dry sense of humour, is exceptionally quick-witted and likes cracking jokes and engaging in lively banter with others. Beyond the laughter, John is dead serious about the quality of Brewlander brews, and he has a pretty crazy discerning palate and always remains the most prominent critic of his beers. John will be cooking, exploring wines, and solo travelling when he's not working. His greatest accomplishment is being a proud father of 2 amazing boys aged 11 and 13.
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