When you wish to drink beer, you’ll most likely be complaining in regards to the apparent selections accessible to you in Singapore.
From Tiger Beer to Corona to Heineken, mass-produced beers are sometimes monotone in flavour and never very palatable. You may be ingesting these beers simply to get the kick from the alcohol, and never since you truly recognize the style and the flavour.
Will Julius, an American-Indonesian entrepreneur, noticed a spot within the Singapore market and determined to begin Lion Brewery Co, a craft beer firm.
Having lived in London, Germany, and Australia, Julius had been spoiled with the variability, selections and abundance of craft beer choices there.
When he was a pupil in London, he lived 20 metres away from an area bar that served home-brewed scrumptious ales, which made him fall in love with the idea of craft beer. The cherry on high was that it provided reductions to college students.
He later launched into a short profession as a soccer participant in Germany, after which moved to Melbourne to work in advertising and marketing for 4 years. When he moved to Singapore, he met his co-founder Harry Renshaw, who’s an avid dwelling brewer.
They then determined they needed to provide and promote beers that they want to drink themselves.
Brewing For Singapore’s Tropical Local weather
Craft beers style higher as a result of they’re made with particular, hand-selected substances, and it is just produced in smaller batches by grasp brewers who actually love beer.
They’re brewed with particular flavours in thoughts, so you’ll nearly by no means discover two craft beers which can be precisely alike. Craft beers additionally usually range by the season, primarily based on the provision of substances at a specific time of the 12 months.
When Julius first moved to Singapore, he seen that not solely is there a scarcity of craft beer choices in Singapore, those accessible listed here are reasonably dense and never straightforward to devour for non-heavy drinkers.
They are usually of India Pale Ale (IPA) selection, which is a hoppy beer fashion throughout the broader class of pale ale widespread in England since 1815 and grew in reputation worldwide. IPA beers in Singapore are normally very hoppy, and with greater than six per cent alcohol content material.
In line with Julius, his crew has perfected a recipe of three flagship craft beers and eight seasonal brews which can be good to serve at a tropical room temperature. They arrive in decrease alcohol content material of round 5 per cent or much less, similar to the number of business beers.
On the one hand, Lion Brewery’s beers are crisp, refreshing, and simple to drink like business beers, however however, they’re additionally flavourful with a number of character as a consequence of using premium and pure substances.
They’ve their very own unbiased, manufacturing facility in Singapore that’s not hooked up to any macro brewery. An in-house grasp brewer from Singapore chosen distinctive substances to brew distinctive beer flavours that turned their flagship merchandise.
The Straits Pale Ale is a crisp pale ale, single-hopped with Citra at each the bittering and dry-hop levels for notes of lychee and citrus fruits, whereas the Island Lager is a clear, German-inspired lager brewed with Hallertau Blanc hops for a lightweight elderflower and pine aroma.
Lastly, their New England Session IPA is a juicy, unfiltered, all-natural brew with flavours at full blast at a refreshing 4.8 per cent alcohol content material.
Hailing From An Outdated London Heritage
Julius purchased an outdated, black-and-white British craft beer label referred to as Lion Brewery, and introduced it again to life in Singapore, the Lion Metropolis.
It was such a serendipitous discover. I’m a historical past buff, and as a craft beer fan, I learn up in regards to the historical past and origin of craft beers and fascinating breweries by way of the ages. Then I got here throughout Lion Brewery and I knew that this needed to be our label.
Will Julius, Founder and CEO of Lion Brewery Co
The historical past of Lion Brewery dated again to 1836 London, the place it was initially based on the financial institution of the River Thames. For over 100 years, the brewery produced high-quality ales that have been shipped throughout the seas to all elements of the globe, together with Southeast Asia.
When the brewery was demolished in 1949, the brewery’s two iconic lion statues have been preserved on the request of King George VI.
They will nonetheless be present in London right now — one on the financial institution of the Thames reverse the Homes of Parliament, and the opposite on the entrance of Twickenham Stadium, the house of English rugby.
Since Lion Brewery’s inception in Singapore in December 2018, they’ve been rising and spreading in a short time.
Lion Brewery’s beers can be found on their e-commerce platform, by way of distributors reminiscent of Chilly Storage and FairPrice Best, in addition to in over 150 bars, eating places, lodges and off-trade retail companions throughout Singapore.
Places that serve them are normally premium venues that match the model of their beers, together with 1880, Straits Clan, Foxtail, SG Faucets, Cafe Gavroche, Goodluck Beerhouse, Orh Gao Taproom, Sixteen Ounces, American Taproom, Burn, Boulevard, amongst others.
When Covid-19 hit, they rapidly tailored by gearing extra in direction of the B2C (business-to-consumer) route as an alternative of promoting to occasion and venue companions.
Additionally they have enlargement plans to enter new markets in Cambodia, Indonesia, the Philippines, Thailand, and in addition again within the UK.
The Solely Carbon-Destructive Draft Beer in Singapore
Lion Brewery at all times seeks out finest practices to make its merchandise and operations environmentally pleasant, with out compromising on the standard of their beer.
They’ve made a dedication to turn into totally carbon unfavourable. To be able to do that, they’ve partnered with GreenStepGroup to plant a tree in Indonesia for every pint of beer bought of their keg. For this 12 months, they intention to plant 200 bushes a month.
They calculated all of the carbon value required to provide a keg or beer, and the carbon value offset by planting and rising a tree. They discovered that one tree will negate the carbon footprint of the life cycle of 1 keg, therefore it’s secure to say that their draft beer is 100 per cent carbon unfavourable.
The expansion and progress of every tree could be monitored utilizing Inexperienced Steps Group’s proprietary “proof of planting” expertise platform that mixes geo-tagging, camera-traps and satellite tv for pc multispectral imagery.
A singular QR code hyperlinks to a person tree’s location, date and time of planting, and details about the native farmer. Every tree planted will likely be geo-tagged below Lion Brewery Co and the partnering F&B venue that purchased the keg.
Lion lovers having fun with their beers at dwelling may contribute to sponsor tree-planting by including simply S$4 to any order positioned on the e-store’s checkout web page.
Julius hopes that this technique will encourage companions to share about their environmental contribution to their very own prospects, thus spreading the pattern and the nice will.
The purpose of launching this firm is to create fascinating beers that mirror our crew and our prospects’ ardour and values. It’s not about mass scaling beers on the lowest value potential to maximise revenue; it’s about creating one thing that others could recognize and luxuriate in.
On the coronary heart of our mission is selling a aware and intentional dwelling. We would like our prospects to decide on our beer deliberately as a result of they recognize all of the substances and the considerate course of that goes into creating our product. We additionally need them to grasp the carbon affect of their consumption and provides them an opportunity to offset that.
Will Julius, Founder and CEO of Lion Brewery Co
Featured Picture Credit score: Lion Brewery Co