Brew Kettle adds kick to beer scene in PH
Brew Kettle is locally brewed and inspired by the Belgian witbier
From a high pour, slowly drain an ice-cold Brew Kettle into a glass to achieve a nice foam. Then, put an orange wedge onto the rim of the glass. Circle the orange slice around the rim. Squeeze the wedge and then drop it into the beer. Finally, enjoy!
So goes the drinking ritual that AB Heineken Philippines Inc., a joint venture between Asia Brewery Inc. of the listed LT Group Inc. and the Dutch Heineken International B.V., hopes to see adopted in more bars and restaurants in Manila to pique Filipinos’ interest in Brew Kettle.
Brew Kettle is a locally brewed Belgian witbier-style drink deemed fit for the Philippine climate, which is warmer and more humid than that of Belgium, known the world over for its long tradition of making beer.
By doing so, the fledgling joint venture hopes to build on the sales momentum that Brew Kettle has generated in the market less than two years since it was launched in the Philippines, currently dominated by rival San Miguel Beer that accounts for nine of 10 bottles sold.
While Brew Kettle admittedly accounts for a miniscule share of the total beer market, it is unfazed by the odds and believes strongly that there is a market in the Philippines yearning for a different type, one that touts the actual taste, not just an image.
“We are taking advantage of the fact that consumers here are now more open to new things, new discoveries and interested more in the quality of the beer,” says Cyril Charzat, managing director of AB Heineken.
While beer has been in the Philippines for more than 100 years, Charzat says the market is not so mature as there are very limited choices—about three to four beer types and brands—unlike in the United States and Europe where countries have as many as 10-15 brands for consumers to choose from.
It is this belief that the market is looking for something new yet affordable that pushed Asia Brewery Inc. to develop Brew Kettle in 2015, says ABI chief operating officer Michael Tan.
Brew Kettle veers away from the typical lager—the dominant beer type in the Philippines—into wheat beers, first brewed in Belgium in the early 14th century and described as aromatic, rustic, spicy and complex.
The witbier, literally translated to white beer, got its name because of the naturally hazy and pale gold color of the beer when poured.
Asia Brewery analyzed this type of beer keeping in mind three characteristics that a drinker should consider—aroma, flavor and mouthfeel—plus the fit with the Filipino context, to see if the Belgian tradition can be brewed and distributed locally as opposed to simply importing from Belgium.
The result of the experimentation is Brew Kettle, so named after the traditional container for making beer, again in keeping with the intention to emphasize quality.
How to enjoy the beer: Dunk an orange wedge into a glass of cold Brew Kettle
Brew Kettle has a 5.3-percent alcohol content and a subtle sweet and fruity aroma. Compared to its European counterparts, it is on the thin side, which is deemed appropriate to the Asian market.
It is best enjoyed chilled and straight from the bottle or poured into a tall wizen glass, but never taken with ice.
“Brew Kettle was developed to give the Filipino drinkers another style of beer to taste. A Belgian-style cloudy beer with citrus notes similar to those in Belgium, but lighter and more pleasant to suit the local weather,” Tan says.
“Brew Kettle is still very young in the Philippines. It is not a huge product per se, but it is growing. For the moment, we are focused on the modern trade: convenience stores, supermarkets, restaurants and bars,” says Charzat.
For these establishments, the price is attractive.
Compared to craft beers that are now all the rage in the Philippines, Brew Kettle retails for around P40 a bottle in supermarkets. European beers of comparable quality are sold at P150 a bottle.
The pricing has made Brew Kettle much more accessible to Filipinos. As a result, sales have gone “far beyond expectations” and gained “great traction” in the market, which AB Heineken expects to grow further this year as it expands its footprint in the Philippines. Charzat, however, declined to give specific numbers.
“We are shaping a bit differently the image of the category so that beer—drinking beer— can be stylish and product-oriented,” says Charzat. “We are also marketing through rituals, talking about the indulgence as something for that special moment in your day. It is more about the individual and not about being part of the group. Today, beer is more about being part of a group, that you drink what others are drinking, too. We are more about you, and your individual moment.”
The positioning has so far appealed to women and younger Filipinos, who are more open to new things and are exposed to other beer products abroad. They also want their beer to project a more sophisticated image.
“It is also good for us that there are a lot of craft beers coming up. Anything happening that is making the image of beer a bit more sophisticated, product-focused and about the quality is good for the market and for ours, specifically because it is cheaper,” he says.
Brew Kettle is the first new product to be distributed and marketed through the joint venture, which means bringing to the market the brewing expertise of Heineken and the commercial expertise and local knowledge of Asia Brewery, he adds.
“Both are essential to winning in this market and we believe that we can do a lot with Brew Kettle,” says Charzat. “The message that we are bringing is this idea of encouraging consumers to open their world and go beyond their own borders. This is something in line with a new generation of people who want to grow, express and stretch themselves.”
That goes for their life choices, and hopefully also their preference in beer.
