Beijing Boyce

Morel’s, The Tree, Beer Mania, Paddy O’Shea’s, The Den, The Rickshaw, Saddle, Tun - there is no shortage of Belgian beer in this burg, especially when you count places that pour Stella and Hoegaarden. I drafted a few questions for the man who helps distribute this beer - Fredrik Janson, brand manager for Vandergeeten Beijing.

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I can find a bigger selection of Belgian beers in Beijing than beers from any other country. Why is that?

Belgium is a country with a strong beer culture. Not many countries in the world can offer such a variety of beer. At the moment, over 450 different beers are being brewed in Belgium, and I think that is why people love them - there is a brand for everybody. In Beijing we are offering around 30 different kinds of Belgian beers which can be tried at various venues across town. Our most popular Belgian beers are Stella Artois, Hoegaarden, Leffe, Chimay, and Lindemans.

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That ice-covered beer tap at The Saddle Cantina makes a big difference with the draft. What’s the history behind that tap and how many are there in Beijing?

At the moment there is only one ice-tap in Beijing serving Stella Artois and Hoegaarden. We are working on setting up some more installations which you will be able to find in bars around town soon.

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Stella seems to be increasingly popular in Beijing. How have sales developed?

You are correct, the number of bars and restaurants serving Stella Artois have increased during this year. I think that one of the reasons why Stella Artois is doing well is that the customers always know what to expect as we import all Stella Artois sold here from the brewery in Leuven, Belgium.

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Your company has sponsored a lot of events over the past year. What have been some of the highlights?

We have had great cooperation with The Beijinger and their Restaurant Awards and Bars & Clubs Awards parties. We also had the opportunity to sponsor some charity events after the Sichuan earthquake. You and all other beer drinkers will see more and more of Stella Artois in Beijing.

Stella Artois is doing a lot of work on quality assurance, from brewing to pouring. For example, this year China will for the first time enter the World Draught Master, a competition held in the hometown of Stella Artois - Leuven, Belgium. At the pre-competition, held in Shanghai on September 24, the best bartenders from Beijing and Shanghai competed to represent China. In Belgium, competitors from all over the world compete by pouring and serving Stella Artois and Hoegaarden from the tap and Leffe from the bottle.

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When you want to relax, what beers do you drink, and when you want to have wine or cocktails instead of beer, where do you go?

I have had the pleasure to try quite a few Belgian beers and I prefer to drink a beer with more flavor when I relax after work, for example, a Leffe Brown. Apart from beers, I also enjoy red wine. Since I spend much of my time in bars and restaurants working, I prefer enjoying to be at home with my wife. If I am up for a well-made cocktail, I like to go to Q Bar.