Little Creatures for Hong Kong?

Lion has downplayed an internal advertisement this week by Little Creatures for a head brewer to design, install and commission a production facility in Hong Kong.

“Little Creatures will be setting up shop in Hong Kong in 2016 to take all of our knowledge and passion for beer and hospitality to Asia,” the job listing states.

“Previous experience in a similar role and with experience in a project environment, particularly with brewery capital works and installation will be highly regarded.”

However, a Lion spokeswoman told Australian Brews News that while the company is undoubtedly considering various opportunities in Asia, the author of the advertisement has gotten ahead of themselves.

“As we explore opportunities for our craft brands in Asia we will consider the role a Little Creatures venue or micro-brewery in Hong Kong could play in our broader strategy, however no business decision has been made at this time,” she said.

The spokeswoman said craft beer is one of the key export opportunities under consideration by Lion’s new Global Markets business unit.

“While the craft segment is well developed in most Western countries it remains an emerging opportunity in Asian markets, where a growing middle class is triggering the premiumisation of a broad range of food and beverage categories,” she said.

“As the proud owners of the most popular craft brands in the country we believe there is an opportunity to engage consumers in new markets with the same promise of craftsmanship and authenticity that have made them so popular locally.

“It is very early days, and for now we are focused on establishing the Global Markets team, including the recruitment of a head brewer, and building a roadmap for the future.”

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