ZX Ventures, the disruptive growth unit of the world's largest brewer AB InBev, launched its new craft beer brand KAIBA in Shanghai last week.
Originally a brand for local beer bars in Shanghai, KAIBA was acquired by ZX Ventures this year and developed into a brand with craft beer, bars, online sales and activities.
With the brand's spirit of "open, crafted, experience, and discovery," KAIBA strives to make the craft beer realm more inviting to the young Chinese consumers.
"We have been dedicating to bringing unique craft beer experience to consumers and activate a craft beer culture in China," said Fabricio Zonzini, vice president of disruptive growth organization at AB InBev Asia-Pacific. "We hope KAIBA will not only provide high-quality craft beer, but also bring customers the unique KAIBA experience, just like its name which supports people to be open and free to show the real spirit of their craft."
Four new products were launched under the KAIBA brand for this season: the Passion Fruit Lager, the Coffee Porter, the Copper Ale and the Jasmine Tea Ale.
KAIBA believes the four different tastes, which were chosen together with Chinese consumers through live prototyping will bring the craft beer experience closer to the Chinese taste.
"We have been witnessing for a while the growth of the middle class, and with that comes information, comes more knowledge of what is happening around the world," said Zonzini. "Thus we try to build a seamless way to navigate through the complex world of craft beers, bring more accessible beers in terms of taste, in terms of profile and everything, all the way to fulfill all the growth in need."
To better meet the goal, the company announced the partnership with 1919, the giant alcohol e-commerce platform in China, to be the exclusive online seller for KAIBA.
1919 is capable of same-day delivery of beer with its national distribution centers and outlets, making KAIBA available at the fingertips of young Chinese consumers.
"1919 can bring the experiences, and we can get fast access to consumers," Zonzini said. "When I first spoke to the CEO of 1919, I really enjoyed their model. This is a big part of what we will be doing in this partnership."
Besides, the original KAIBA bars were renovated and opened in Shanghai to offer open and personalized venues for consumers to experience craft beer culture.
With that, KAIBA not only encompasses the brand, product and e-commerce channel, but also the experience which dates back to the original KAIBA bar's core values — a bar with no prejudice, with beers of all origins and styles where consumers were invited to discover and experience.
"When I first started this role in the craft beer in China, KAIBA was one of the first bars I visited, and I found I fell in love with the environment, allowing people to enjoy whatever you want to drink as long as you are enjoying your beer," Zonzini said. "So that is the turning point that I said it's OK. It is this side of openness in craft beer that we could offer to consumer."
Within such an environment, people's creativity and passions can be ignited as they discover their craft beer.
"For people who are today under traditional beer, we can help them to experience a more complex beer world, and just having differentiation in something they do," Zonzini said.