Lion Brewery Co. On Creating S’pore’s First Carbon Destructive Beer

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If you’re a beer fanatic, you’d probably be complaining about the obvious options available to you in Singapore.

From Tiger beer to Corona to Heineken, bulk beers are usually monotonous in taste and not very tasty. You could drink these beers just to get the kick from the alcohol, not because you really appreciate the taste and flavor.

Will Julius, an American-Indonesian entrepreneur, saw a gap in the Singapore market and decided to start Lion Brewery Co, a craft beer company.

Photo credit: Lion Brewery Co.

After living in London, Germany, and Australia, Julius had been pampered with the variety, choice, and abundance of craft beer options.

As a student in London, he lived 20 meters from a local bar that served delicious home-brewed beers, which made him fall in love with the concept of craft beer. The cherry on top was that it offered discounts to students.

He later embarked on a brief career as a soccer player in Germany and then moved to Melbourne to work in marketing for four years. When he moved to Singapore, he met his co-founder Harry Renshaw, Who is an avid homebrewer.

They then decided to produce and sell beers that they would like to drink themselves.

Brewing for Singapore’s tropical climate

Craft beers taste better because they are made from specific, handpicked ingredients and are only made in smaller quantities by master brewers who really love beer.

They are brewed with specific flavors in mind, so you almost never find two craft beers that are exactly the same. Craft beers also often vary depending on the time of year, depending on the availability of ingredients at a particular time of year.

Craft beer from the LöwenbrauereiPhoto credit: Lion Brewery Co.

When Julius first moved to Singapore, he noticed that not only is Singapore lacking in craft beer options, the ones on offer here are also quite dense and not easy to consume for non-heavy drinkers.

It is usually the India Pale Ale (IPA) variety, a type of hop beer within the broader category of pale ale that has been popular in England since 1815 and is gaining popularity around the world. IPA beers in Singapore are usually very hoppy and contain more than six percent alcohol.

According to Julius, his team has perfected a recipe of three flagship craft beers and eight seasonal beers that are perfect for tropical room temperatures. They have a lower alcohol content of around five percent or less, just like the commercial beer variety.

On the one hand, the beers of the Lion Brewery are crispy, refreshing and easy to drink like commercial beers, on the other hand, thanks to the use of high-quality and natural ingredients, they taste with a lot of character.

They have their own independent manufacturing facility in Singapore that is not affiliated with any macro brewery. An in-house master brewer from Singapore selected unique ingredients to brew distinctive beer flavors that became their flagship products.

The Straits Pale Ale is a crispy, pale ale that is hopped with Citra in both the bitter and dry hop stages for notes of litchi and citrus fruits, while the Island Lager is a clean, German-inspired lager made with Hallertau Blanc hops are brewed with a light aroma of elderflower and pine.

After all, their New England Session IPA is a juicy, unfiltered, natural brew with flavors in full swing and a refreshing alcohol content of 4.8 percent.

Coming from an old London heritage

Julius bought an old black and white British craft beer label called Lion Brewery and brought it back to life in Singapore, the Lion City.

It was such a fortuitous find. I’m a history buff, and as a craft beer fan, I’ve read up on the history and origins of craft beers and interesting breweries over the centuries. Then I came across Lion Brewery and knew that this had to be our label.

Will Julius, Founder and CEO of Lion Brewery Co.

The history of the Lion Brewery dates back to 1836 in London, where it was originally founded on the banks of the Thames. For over a hundred years, the brewery produced high quality beers that were shipped across the seas to all parts of the world, including Southeast Asia.

When the brewery was demolished in 1949, at the request of King George VI. The brewery’s two legendary lion statues have been preserved.

They can still be found in London today – one on the banks of the Thames opposite the Houses of Parliament and the other at the entrance to Twickenham Stadium, home of English rugby.

Beer barrel LöwenbrauereiPhoto credit: Lion Brewery Co.

Since the Lion Brewery was founded in Singapore in December 2018, they have grown very quickly and spread quickly.

Lion Brewery’s beers are available on their e-commerce platform through distributors such as Cold Storage and FairPrice Finest, as well as in over 150 bars, restaurants, hotels and off-trade partners across Singapore.

Locations they are served at are usually premium locations that match the brand of their beers, including 1880, Straits Clan, Foxtail, SG Taps, Cafe Gavroche, Goodluck Beerhouse, Orh Gao Taproom, Sixteen Ounces, American Taproom, Burn, boulevard.

When Covid-19 hit, they quickly adapted by focusing more on the B2C (business-to-consumer) route rather than selling to event and venue partners.

They also have expansion plans to enter new markets in Cambodia, Indonesia, the Philippines, Thailand and also the UK.

The only carbon negative draft beer in Singapore

Lion Brewery is always looking for best practices to make their products and operations environmentally friendly without compromising the quality of their beer.

You are committed to becoming completely carbon negative. To this end, they have teamed up with GreenStepGroup to plant a tree in Indonesia for every pint of beer sold in their keg. For this year they want to plant 200 trees a month.

They calculated all the carbon costs required to make a keg or beer and the carbon costs offset by planting and growing a tree. They found that a tree negates the carbon footprint of a barrel’s life cycle. So it’s safe to say that your draft beer is 100 percent CO2 negative.

carbon negative lion breweryPhoto credit: Lion Brewery Co.

The growth and progress of each tree can be monitored using the Green Steps Group’s proprietary technology platform, Proof of Planting, which combines geo-tagging, camera traps and multispectral satellite imagery.

A unique QR code links the location, date and time of planting a single tree and information about the local farmer. Each tree planted is geotagged under Lion Brewery Co and the partner F&B venue that purchased the barrel.

Lion lovers who enjoy their beer at home can also help promote tree planting by adding just S $ 4 to any order on the e-store’s checkout page.

Julius hopes this strategy will encourage partners to educate their own customers about their environmental contribution, thereby spreading the trend and goodwill.

The purpose of starting this company is to create interesting beers that reflect our team and the passion and values ​​of our customers. It’s not about scaling beers en masse at the lowest possible cost in order to maximize profit. It’s about creating something that others can appreciate and enjoy.

At the heart of our mission is promoting a conscious and deliberate life. We want our customers to choose our beer on purpose because they appreciate all of the ingredients and the thoughtful process that goes into making our product. We also want them to understand the carbon impact of their consumption and give them the ability to offset it.

Will Julius, Founder and CEO of Lion Brewery Co.

Selected image source: Lion Brewery Co.

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