Carlsberg Hong Kong partners with Brooklyn Brewery in launching this craft beer brand exclusive for Hong Kong
With two events engaging the media and our business partners on June 27th and 28th respectively, Carlsberg Hong Kong officially launched HK YAU, a pioneering craft beer brand designed to produce creative and vibrant beers in Hong Kong, and for Hong Kong.
HK YAU currently offers a series of three flavorful beers, including a wheat beer, a lager and a pale ale. They will initially be exclusively available on tap but is expected to be made available in bottles in the next phase. They are currently sold at 6 locations in Hong Kong with a target of expanding to around 65 outlets by the end of 2017.
The ‘HK YAU’ name comes from the Chinese character of ‘友’ (YAU, ‘friendship’), which means more than just sharing the vibrant spirit of “friendship” – it is about the coming together of creative and like-minded individuals with a shared passion – a passion for craft beer, and more important, for the bond of togetherness.
HK YAU is the result of a successful collaboration between Carlsberg Hong Kong and Brooklyn Brewery, the renowned New York based beer brewers. As one of the most dynamic multicultural melting pots in the world, Hong Kong is the perfect setting for this ‘East-meets-West’ collaboration between two brewery experts. Each of the beers, all with unique recipes combining distinctive local flavors, has been carefully developed by Brooklyn Brewery’s brewmaster Garrett Oliver to ensure its superior taste.
The introduction of HK YAU rides on a craft beer frenzy, especially among Hong Kong’s identity-seeking, status-conscious millennials. “Since 1847, Carlsberg has always listened to consumers and sought to define new standards of quality with our groundbreaking beers,” said Peter Poon, Managing Director of Carlsberg Hong Kong & Taiwan. “Our collaboration with Brooklyn Brewery marks a remarkable milestone as we become the first professional brewer in Hong Kong to include local craft beer in our portfolio. It demonstrates our commitment to bringing exciting, fresh and locally brewed craft beer to the local market and pays homage to the Carlsberg spirit - brewing for a better today and tomorrow.”
“Within the beer world, Hong Kong is the trendsetter for Asia. The local craft beer market, whilst still immature, has grown exponentially over the last couple of years compared with other markets. However, when you compare today’s total craft beer volume of 3% (vs. 12% in the U.S.), you can see there is still room to grow.” Peter elaborated. “As a market leader in Hong Kong, we stand out as the only brewer with a full portfolio of great-quality products, providing our consumers with a variety of choices for a wide range of 'demand spaces'.”
Where can I enjoy HK YAU now?
HK YAU beers are currently sold at 6 locations in Hong Kong with a target of expanding to around 65 outlets by the end of 2017.
A number of outlets are offering special menu pairings: At Garage Bar at the Cordis Hotel, drinkers can enjoy their HK YAU beers with three varieties of delicious pizza pockets including the Triple C Pizza Pocket of chicken, curry and cheese, best served with the pale ale. The wheat beer is best enjoyed with the B&B Cheese Pizza Pocket consisting of ground Wagyu beef, maple smoked bacon and aged cheddar while the lager is the perfect complement to the Chicken Cordon Bleu pizza pocket, made of breaded organic chicken breast and ham, cheddar cheese, Italian tomato and chili sauce. Meanwhile, celebrity British chef Tom Aitkens will be serving HK YAU Underground Pale Ale with mouthwatering buttermilk chicken wings at The Pawn, and pairing it with Crispy pork fried mince at The Fat Pig.
For more information, please visit HK YAU.