As Malaysian consumers grow increasingly discerning, the craft beer movement is beginning to make significant inroads into the local beverage market. This evolving trend reflects a shift toward premium drinks, with craft beer emerging as a notable contender. Jessica Mason explores the burgeoning craft beer scene in Malaysia and the impact of pioneering breweries like PaperKite.
Founded by Alvin Lim, PaperKite Craft Beer has distinguished itself as the first Malaysian craft brewery, marking a significant milestone in the nation’s beverage landscape. In a recent interview with the drinks business, Lim shared insights into the brewery’s journey and the growing acceptance of craft beer among Malaysian consumers.
“PaperKite started with four basic beer styles,” Lim explained. “We have a pale ale, an IPA, an oatmeal style, and an English-style bitter, which we refer to as copper ale. The term ‘bitter’ can be off-putting, so we chose a name that would appeal to Malaysian drinkers.”
Lim’s strategy focuses on introducing approachable beers to educate the local market. He emphasized that while their flagship beer varies by season, the copper ale has been particularly well-received. As PaperKite plans to expand its presence, including the introduction of packaged beer, Lim anticipates that the 330ml size will be ideal for both retail and bar distribution.
The craft beer sector in Malaysia is still in its nascent stages, with many consumers unfamiliar with the variety and quality that craft beer offers. Lim drew parallels with the whisky market, noting how Malaysian drinkers have transitioned from mainstream brands to premium single malts. He predicts a similar evolution in the beer industry, where craft beer could become a staple as consumer preferences continue to shift.
Until now, the Malaysian beer market has been dominated by mainstream brands such as Tiger, Heineken, Guinness, and Carlsberg. However, there is a noticeable trend toward premiumization, with more consumers exploring cocktails and specialty coffee, reflecting a broader shift towards discerning drinking habits.
As the craft beer movement gains momentum, PaperKite is positioned to lead the charge. Lim expressed optimism about the potential for growth within the local market before considering expansion beyond Malaysia. “There are still many opportunities to explore locally,” he said. “We are the first in Malaysia, so our focus will be on establishing a strong presence here before looking further afield.”
In conclusion, the craft beer revolution in Malaysia is gaining traction, driven by pioneering breweries like PaperKite and an evolving consumer palate. As local drinkers become more adventurous and seek out high-quality beverages, the craft beer sector is poised to play a significant role in the nation’s drinking culture.
