Estonian craft beer brewer opens pop-up bar in Beijing

Põhjala's pop-up craft beer bar in Beijing, China. Source: Estonian Association of Small Brewers

Estonian craft beer manufacturer Põhjala Brewery has opened a pop-up bar in the Chinese capital, Beijing.

The pop-up bar will operate for two months, according to an Estonian Association of Small Brewers (EVPL) press release, and will sell Põhjala products exclusively.

Põhjala had already entered the Chinese market in 2016, and says that it is testing the market for future possible expansion.

China accounts for 27 percent of the global beer market, Põhjala says, and the third largest export market for the company itself.

As the world's largest beer market, China accounts for 27 percent of the global beer market. Põhjala Brewery entered the Chinese market in 2016 and is now well-known among craft beer lovers in major cities.

"Although the share of craft beer is still modest, it is a tremendously growing market, and we see great potential for Estonian craft beer brewers," director of sales and marketing of Põhjala Brewery Peeter Keek said.

Keek added that the company and the pop-up bar will test which of its beers perform best in the Chinese market going forward.

Enn Parel, EVPL board member and Põhjala co-founder, said the development was significant.

"This shows how far Estonian small beer production has evolved in just five to six years, and certainly our breakthrough in the Chinese market will also open doors for other Estonian small brewers," said Parel.

The pop-up bar, Põhjala Zhu Jing Ban, is located in the Dongcheng District Beijing, a popular entertainment area.

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Editor: Andrew Whyte

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