An Estonian craft brewery opens a pop-up bar in Beijing

The Estonian craft brewery, Põhjala, has opened a pop-up bar in Beijing, the capital of China, for the period of two months, selling ten different beers from barrels; the selection changes constantly.

Põhjala entered the world’s largest beer market in 2016 and the company is testing the market for further expansion plans, it said in a statement. China accounts for 27% of the global beer market.

The company says it is now “well-known among craft beer lovers in major cities”. The brewery’s co-founder and director of sales and marketing, Peeter Keek, said China was the third largest export market for the brewery.

Põhjala’s bar in Beijing.

“We have done very well in China so far; we send a container to China almost every second month. We are testing the market with a pop-up bar to see how and which beers are performing well and based on that knowledge we want to make further plans,” Keek said.

A record turnover in the opening night

“First feedback is encouraging and positive. According to our local partner, who’s operating several craft beer bars and our pop-up project, Põhjala has made a record turnover with its grand opening night.”

Local crowd enjoying Estonian craft beer in Beijing.

According to Enn Parel, a member of the board of the Estonian Small Brewers Association and co-founder of the Põhjala Brewery, it is a significant breakthrough for Estonian small brewers that there is a bar in the capital of China selling only Estonian craft beer.

The Põhjala Zhu Jing Ban pop-up bar is located in Dongcheng District, a popular entertainment area for locals and tourists alike. In addition to craft beers, the bar also serves food.

Cover: Põhjala’s pop-up bar in Beijing. Images by @duozzzzzzzy, courtesy of the Estonian Association of Small Brewers.

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