END of STUDY PROJECT

CRAFT in

ALEXIS MALIN Phase 1 2015 SUMMARY

I- INTRODUCTION

What is craft beer who am I Process

II- CONTEXT - LET’S BREW SOME BEER

Numbers Market Parallels Problems Transcultural aspect

III- OBSERVATIONS - WAIT FOR THE MAGICAL FERMENTATION

Testimonies Observations Mapping & strategy

IV- DESIGN PERSPECTIVES - NOW CAN

Problematic Axes Network

Alexis Malin / End of Study Project / 2015 1/31 INTRODUCTION

WHAT IS CRAFT BEER ?

Alexis Malin / End of Study Project / 2015 2/31 INTRODUCTION - WHAT IS CRAFT BEER

WATER MALT HOPS YEAST

SPICES + + + +

90% of the Cereal : Flower : Bacteria : Fruits, spices, coffee, beer body & bitterness & alcohol & even sea shell : extra taste sugar aroma co2

=

Alexis Malin / End of Study Project / 2015 3/31 INTRODUCTION - WHAT IS CRAFT BEER

Mashing Boiling Fermenting Water + malt Water + malt + hops Water + malt + hops + yeast This will add colours, After filtering your Cold the beer to add flavours, and malt to only have the yeast and sugars which will later the liquid, we add the begin the fermentation be transformed hops to have to have the alcohol in alcohol by the yeast. bitterness and aroma. and CO2. And then conditioned the beer.

60 to 90min 60 to 90min 1 to 4 weeks (and more)

AND THEN READY TO DRINK !

Alexis Malin / End of Study Project / 2015 3/31 INTRODUCTION - DEFINITION

"Craft beer is more than just awesomely delicious beer. It's also a revolution against the insult of the industrialized notion of beer that has been preying on the populace for decades.”

[Greg Koch from Stone ]

Alexis Malin / End of Study Project / 2015 4/31 INTRODUCTION - DEFINITION

BUT WHAT IS THE DIFFERENCE BETWEEN CRAFT BEER AND INDUSTRIALISED BEER ?

Alexis Malin / End of Study Project / 2015 3/31 INTRODUCTION - DEFINITION

CRAFT BREWERIES INDUSTRIAL BREWERIES

Small No limitation of size Annual production of 6 million barrels of beer or less.

Independent Mostly owned by beverage alcohol industry Less than 25 percent of the craft brewery is member (ABinBev, SabMiller, Diageo,…) owned or controlled by a beverage alcohol industry member.

Traditional Used of substation products to increase the A brewer that has a majority of its total production but decrease the flavours (, beverage alcohol volume in whose corn, extract,…) flavour derives from traditional or innovative brewing ingredients and their fermentation.

Alexis Malin / End of Study Project / 2015 3/31 INTRODUCTION - CRAFT BEER IS ALSO

country regulation

≠ styles of beer Reinheitsgebot prohibition USA (IPA, porter, stout, lager,...) (1913-1933) purity law tea emotions (1516) Description wine bitter, fruity, Laws Beverages hoppy tastes spirits

water, malt, Ingredients ceremony hops, yeast FLAVORS HISTORY hobbo pairing Clichés cans Food experience drunk enhance from USA & UK traditional enjoying THE WORLD (1970) industrial beer friends OF Sharing Philosophy VS social CRAFT BEER beer geek discovering INTERACTION CULTURE party knowledge Learning Moment beer’o’clock 5 senses during meals health pub app Places Technology brewpub AR BREWING restaurant at home website alcohol kitchen Technical Home-brewing garage installations sanitary Brewers materials process education recipe

Alexis Malin / End of Study Project / 2015 5/31 INTRODUCTION - WHO I AM

INTERACTION DESIGNER + PHOTOGRAPHER + HOME BREWER (french culture, adventurer, knowledge in brewing)

DISCOVERY + OBSERVATIONS + TEST (process, analysis, sharing)

EXPERIENCES + TRANSCULTURALITY (wide vision, comprehension, ability to transmit)

CHINA

Alexis Malin / End of Study Project / 2015 6/31 INTRODUCTION - PROCESS

PHASE 0 PHASE 1 PHASE 2 PHASE 3

DEFINED THEME RESEARCHES IDEATION FINALISATION EXPLAIN AROUND THE SUBJECT SKETCHES CONCEPTION METHODOLOGY THEN FOCUSED IN CHINA FOCUS ON USERS PROTOYPE QUESTIONINGS DEFINED USERS DATA USAGE TEST FIND AXES TEST OPPORTUNITIES ALSO FOR THE DISSERTATION

Alexis Malin / End of Study Project / 2015 7/31 CONTEXT

NUMBERS MARKET PARALLELS

Alexis Malin / End of Study Project / 2015 8/31 CONTEXT - NUMBERS AROUND BEER IN CHINA

90%

Chinese beer consumption takes place during meals VOLUME PRODUCTION (sabmiller stats) Around CHINA : 492.2 million HL 30 craft beer breweries USA : 226 million HL

BRAZIL : 14.5 million HL in China (2014) since 2008

(zdnet.com) VOLUME CONSUMPTION in CHINA

508,6 million HL Beer is the 2 nd beverage (Statista 2015) consumed by chinese after tea

(macleans)

Alexis Malin / End of Study Project / 2015 9/31 CONTEXT - PARALLEL WITH THE USA

11%

89%

VOLUME PRODUCTION IN THE USA (2014) CRAFT BREWERIES IN USA (2014)

11% for the craft beer 3,418 craft beer breweries 89% for the mass production beer market

(the Brewers Association)

Alexis Malin / End of Study Project / 2015 10/31 CONTEXT - THE CHINESE MARKET

COMPETITORS - BEER CORPORATIONS

* *

* brewed with rice Average price for a Tsingtao in China between

3 rmb and 20rmb

FOREIGN CRAFT BEERS PRESENT IN SHANGHAI

ROGUE, BROOKLYN BREWERY, BREWDOG, NORTH COAST BREWING CO., KARL STRAUSS, Nø GNE ø,…

Average price for a craft beer in Shanghai between

20rmb and 60rmb

Alexis Malin / End of Study Project / 2015 11/31 CONTEXT - FACT

In the Kirin Beer University 2014 report on global beer consumption by country, China is not only number one in market share and consumption, it is a country that has beer consuming with positive, year over year, consumption growth. So, if you add these numbers to a steady increase in wealth among the growing middle/upper class, and sprinkle that with a little built-in classism, you can get a lot of potential craft beer drinkers !

[saporedicina]

Alexis Malin / End of Study Project / 2015 15/31 CONTEXT - CHINESE GOVERNMENT REGULATION & OTHER PROBLEMS

FORBIDDEN TO BRING ALIVE BACTERIA IN CHINA (problem with the yeast)

VERY EXPENSIVE TO IMPORT INGREDIENTS

VERY DIFFICULT TO GET THE AUTHORISATION FOR BOTTLING AND SELLING (example with the S behind every product in Shanghai)

THE WATER QUALITY (buy expensive filters)

KEEP THE FRESHNESS (for ingredients and beer transportation)

Alexis Malin / End of Study Project / 2015 12/31 CONTEXT - DRINKING BEHAVIOURS

DRINK CRAFT BEER

FOOD PAIRING - SPECIAL GLASS - FEEL THE FLAVOURS

CHINESE DRINK BEER

GANBEI - SMALL GLASS - DURING MEALS

Alexis Malin / End of Study Project / 2015 13/31 CONTEXT - TRANSCULTURAL APPROACH

TEA CEREMONY (the table, the cups, how to drink,…) ALL THE DIFFERENT SORTS OF TEA Beer is the 2 nd beverage (green tea, black tea, jasmine, flowers, pin,…) consumed by chinese after tea THE HEALTH BENEFITS OF TEA (stomach, teeth, skin,…)

CRAFT BEER CEREMONY (glass, serving, places, how to drink… )

ALL THE DIFFERENT SORTS OF BEER (IPA, stout, porter, lager, … ) Craft Beer culture THE HEALTH BENEFITS OF BEER (bones, decrease diabetes, risks or cancer & heart failure… )

Alexis Malin / End of Study Project / 2015 14/31 OBSERVATIONS

TESTIMONIES OBSERVATIONS MAPPING

Alexis Malin / End of Study Project / 2015 16/31 OBSERVATIONS - USERS & STRATEGY

THE MAIN USERS

THE BREWERS THE DRINKERS THE NON-DRINKERS

FIND THE RIGHT FIELD OF STUDY (places, transculturality, people, feelings, moment,…)

DEFINED PERSONA (with their own opportunities)

Alexis Malin / End of Study Project / 2015 17/31 OBSERVATIONS - DRINKERS

EMILY ZHANG

27yo - Chinese Banker in Shanghai She went to USA. She knows a bit about craft beer She likes to try different tastes. She really to know more and have craft beer in Shanghai. She doesn’t like black beer.

QUESTIONS & TEST : WHAT I LEARNED : Imperial Porter (black beer) 9.2% Interested about craft beer, from USA. she wants to learn more about French soft & fruity cheese. what she is drinking. Milk chocolate. CRAFT BEER She can put words on what she Beer flavour wheel. is tasting. Emotions & feelings.FRENCH CHEESE Food pairing is a good introduction to craft beer.

EMILY ZHANG THE BEER FLAVOUR WHEEL

Alexis Malin / End of Study Project / 2015 18/31 OBSERVATIONS - NON-DRINKERS

PATRICK SHIH

31yo - Chinese Designer in Shanghai He doesn’t know craft beer (only some belgian beers). He likes to drink in a bar with friends.

QUESTIONS : WHAT I LEARNED : How do they feel with a craft beer Interested about craft beer, brewed for Reflex, how do they Intrigued about the packaging, drink it. What do they think Surprised on the test of this of the packaging. home made craft beer.

PATRICK SHIH

REFLEX X BEER MAVIS SUN

Alexis Malin / End of Study Project / 2015 19/31 OBSERVATIONS - BREWERS

MICHAEL JORDAN

45yo - American Brewmaster in Shanghai. Craft beer expert. He lives in China since 5 years. HeMALTS really wants to share his passion for craft beer. He is trying to introduce chinese to craft beer culture.

QUESTIONS : WHAT I LEARNED : Discussion with him about A lot about the laws (forbidden to craft beer in China. import yeast (alive bacteria), the freshness of the ingredients and the beer, to have the S symbol to be bottled is very hard. FERMENTATION TANK He also tried to make a “Chinese” craft beer with black tea from Yunnan. MICHAEL JORDAN MULTI REAWARDED TKO IPA He has a transcultural approach.

Alexis Malin / End of Study Project / 2015 20/31 OBSERVATIONS - PLACES IN SHANGHAI

BUT WHERE IN SHANGHAI I CAN TRY THOSE DELICIOUS CRAFT BEERS ?

Alexis Malin / End of Study Project / 2015 20/31 OBSERVATIONS - PLACES IN SHANGHAI

Hongqiao Beer Festival Sinan Mansion Beer Festival Shanghai Beer festival Shanghai Beer festival

MICHAEL JORDAN also organised the Shanghai Beer week

Alexis Malin / End of Study Project / 2015 21/31 OBSERVATIONS - PLACES IN SHANGHAI

Liquid Laundry

Dean’s bottle shop

Just cool

The beer lady

Boxing cat brewery DR Beer Boxing cat brewery 9beer house Jackie’s Beer Nest The Brew

Boxing cat brewery facilities next to Hongqiao Airport

Alexis Malin / End of Study Project / 2015 22/31 OBSERVATIONS - PLACES IN SHANGHAI

BUT WHAT COULD BE THE LEVERS OF THE TRANSCULTURALITY ?

Alexis Malin / End of Study Project / 2015 20/31 OBSERVATIONS - THE TEA CULTURE

TIANSHAN TEA CITY : Tea ceremony, smell the different tea, understand the effects on the health, test the flavours of the tea, transcultural approach.

Several craft beer brewed with tea : Stone japanese green tea IPA, JP’s Yabba Dhaba Chai Tea Porter, Dogfish Head Sah’tea (infused with black tea)

Alexis Malin / End of Study Project / 2015 23/31 OBSERVATIONS - THE FOOD PAIRING

CHINESE FOOD & SPICES : Use the Chinese food to pair with the beer, try to find the spices, good introduction to craft beer, more sweet, less bitter, creative recipe, more conviviality, a levers of transculturality.

Alexis Malin / End of Study Project / 2015 24/31 OBSERVATIONS - TO SUM UP

THE DRINKERS 25-35yo

ENHANCE THE EXPERIENCE OF Shanghai is a good DRINKING CRAFT BEER place for experimenting craft beer (festival, shops, bar) THE NON DRINKERS 25-35yo The tea culture and food pairing are the best levers of DISCOVER THE CRAFT BEER transculturality to introduce craft beer. THE BREWERS 35-50yo

KNOWLEDGE TO SHARE

Alexis Malin / End of Study Project / 2015 26/31 DESIGN PERSPECTIVES - PROBLEMATIC

HOW TO PROMOTE CRAFT BEER IN CHINA ?

Alexis Malin / End of Study Project / 2015 27/31 DESIGN PERSPECTIVES - AXES

AXE 1 TEACHING & LEARNING AROUND CRAFT BEER IN SHANGHAI (WORKSHOPS, DINNER, GRAPHIC DESIGN, BREWING,DRINKING BEHAVIOURS, COMMUNICATION)

OPPORTUNITIES Transculturality with tea culture and food. It could be Interaction design oriented.

AXE 2 CREATE A RANGE OF BEER THAT STICK WITH THE CHINESE CULTURE (INGREDIENTS, DRINKING BEHAVIOURS, COMMUNICATION, CRAFTING)

OPPORTUNITIES Transculturality with tea culture and food. More a global design project A to Z.

Alexis Malin / End of Study Project / 2015 28/31 DESIGN PERSPECTIVES - NETWORK

MICHAEL JORDAN YAN GAO Brewmaster at Boxing Cat Brewery Brewer and brewing consultant and Liquid Laundry. in China.

MICHAEL WENDLING EMILY ZHANG Founder and chief cooker at Banker and craft beer drinker. LeCuivre, Cu2+ and T for Thai.

MIKE SHERRETZ ALESSANDRO SATIN Homebrewer and reseller in Beverage marketer in Isola food Shanghai.

REFLEX AGENCY Communication and digital product.

Alexis Malin / End of Study Project / 2015 29/31 THANK YOU FOR LISTENING

Alexis Malin / End of Study Project / 2015 30/31 THANK YOU FOR LISTENING

AXE 1 TEACHING & LEARNING AROUND CRAFT BEER IN SHANGHAI (WORKSHOPS, DINNER, GRAPHIC DESIGN, BREWING,DRINKING BEHAVIOURS, COMMUNICATION)

OPPORTUNITIES Transculturality with tea culture and food. It could be Interaction design oriented.

AXE 2 CREATE A RANGE OF BEER THAT STICK WITH THE CHINESE CULTURE (INGREDIENTS, DRINKING BEHAVIOURS, COMMUNICATION, CRAFTING)

OPPORTUNITIES Transculturality with tea culture and food. More a global design project A to Z.

Alexis Malin / End of Study Project / 2015 30/31 SOURCES

WEBSITES : BOOKS : _kirinholdings.co.jp/english/news/ _ hops magazine 2014/1224_01.html _ The Economics of Beer, _craftbeer.com Johan F.M. Swinnen _brewersassocation.org _ Beer in Health and Disease Prevention, _brewdog.com Victor R. Preedy _sabmiller.com _The beer wench’s guide to beer : an _beeradvocate.com unpretentious guide to craft beer _macleans.ca/economy/business/craft- A hsley Routson breweries-bubble-up-all-over-china/ _ All Beer : Le guide de dégustation _usa.chinadaily.com.cn/opinion/2015-02/19/ Alex Barlow content_19623427.htm _blog.stonebrewing.com/index.php/craft- VIDEO : beers-heath-benefits/ _ Chop & Brew - Episode 38: _zdnet.com/article/is-china-the-next-craft- Homebrewing with Tea beer-powerhouse/ _Brew Dogs (Season 1 to 3) _ archinte.jamanetwork.com/article.aspx? articleid=415737

Alexis Malin / End of Study Project / 2015 31/31