In 2012, at the age of 53, Kang Xingya tasted craft beer for the first time and felt excited right after taking the first sip.
From there, she entered the male-dominated craft beer industry in China.
Over the next decade, Ms. Kang built Monkey King, her own craft beer brand, into a thriving business with a brewery, two stores and more than a dozen unique brewers.
On the occasion of International Women's Day on March 8 this year, Ms. Kang introduced "She," a Saison beer (carbonated pale beer, fruity, spicy and often bottled) mixed with oolong tea, created in collaboration with another brewer, Zhou Taiyang.
“The goal is to break stereotypes and encourage more women to love craft beer,” said Kang Xingya, a 64-year-old woman living in Guiyang, southwestern Guizhou province.
With this launch, Kang hopes “She” will inspire people to have a greater appreciation for craft beer and encourage more women to join the industry.
Craft beer market in China
Although craft beer only launched in China in 2008, with brands like Master Gao and Boxing Cat, the industry has quickly grown in popularity.
Since 2014, many craft beer brands have appeared in larger cities such as Beijing, Shanghai and Hangzhou.
According to Beijing-based research firm CICC, the craft beer market is expected to grow from 30,1 billion yuan ($4,2 billion) in 2018 to 134,2 billion yuan in 2025. 5, increasing beer market share from 17,2% to XNUMX%.
This increase is driven by the growing demand of Chinese youth and women.
While popular craft beer brands like Taste Room reveal that women now make up half of their customers, women who are passionate about craft beer are also being recognized, with some even winning prizes at beer brewing competitions.
According to Ms. Kang, increasing women's participation in the industry goes beyond consumption, with many women taking on roles in beer production, bar management and business.
Last year, Ms. Kang also founded Women Society, an organization aimed at supporting more women entering China's craft beer industry. To date, Women Society has distributed "She" craft beer to more than 80 bars in more than 20 provinces and cities across the country. With more than 80 members, the organization plans to partner with more female brewers on similar initiatives.
Change the formula
With “She,” Ms. Kang hopes to break the industry stereotype that women prefer fruit-flavored beer. “She” completely eliminates the fruity elements, presenting an alternative image – a Saison beer enhanced with the rich flavor of oolong tea.
Ms. Kang said: “High in alcohol but not too bitter, 'She' brings a pleasant feeling on the palate.”
According to Kang, the choice of Saison – a pale ale – for “She” reflects a historical connection to female brewers in Belgium, who used surplus grain to brew beer during the high growing season. point in the summer.
Even though creating the new beer was challenging, Ms. Kang loved every minute of the production process. At her brewery in Guiyang, the day ends at 9 p.m., sometimes much later.
She takes care of everything from grinding the malt to working on the 3 meter high platform and meticulously adding yeast to the fermenter.
“Brewing beer is like giving birth,” Ms. Kang said. I treat beer like my baby and as it ferments, I feel like life is slowly evolving. It's very interesting."
Ms. Kang also believes that encouraging more women to enjoy craft beer is a process that takes time.
She often introduces women to craft beers that suit their preferences, such as fruit beers, wheat beers, pilsners and pepper flavors to enrich their palates.
“Just like some people can't eat hot peppers right away, but gradually they can feel the taste,” she said./.
