Hong Kong based industrial design agency Michael Young has launched their new HOUSE beer for Beer Buddy™, a brand designed to connect passionate creatives at events, trade shows and gatherings around Asia.
Originally launched back in March 2020 to celebrate the opening of their new studio in Shekou, Shenzhen, Beer Buddy™ connects people through a craft beer experience.
Every can or bottle of the beer served at industry gatherings features a QR code that helps creative drinkers locate other like minded drinkers nearby.
All the beers and seltzers (which they intend to launch soon) are named after the music genres which play a big part in Young’s studio DNA, along with colourful limited edition artwork.
“Back in March 2020, we celebrated the opening of our new studio in Shekou Shenzhen with some Rock and Roll Wheat beers, Disco Pilsners and Psychedelic IPA’s” says founder Michael Young.
Elaborating on the thought process behind the creation of their brews he continues “I like to keep it simple, we’re not a craft brand but we use the best craft material. We strive for crisp and clear tastes using the highest quality ingredients to make design beers that are not too fussy.”
“It’s a design beer for quality mass production but it’s not for people who’ll drink anything – it’s for beer lovers who like consistency and know what they’re buying into”. Michael Young
Given the nature of the events the beers are being served at the idea behind them was to create tastes that connect people not just regionally, but globally.
Their latest release, HOUSE, was designed in collaboration with BrewCode craft beer bar in Shanghai and ingredients distributor SBI Craft Beer Ingredients to be served at the Shanghai Design Week trade show where Young also designed a bar in cooperation with Media partners Dezeen.
The super fresh and crisp pilsner has been brewed according to a traditional German recipe using imported European pilsner malt from The Swaen, a historic 110-year-old malt house from Kloosterzande, The Netherlands, which was awarded the Gold medal for best maltster in the world in 2019.
The brew also features Perle, Saphir and Spelt Select hops and brewed with a Czech Pilsen liquid yeast strain and lagered for eight weeks.
As they further develop the Beer Buddy concept, Young explains they will continue to create new beers and flavours to be served at design events and parties. The QR code on each beer will link the drinker to friends in the city, associated events and give general intelligence about what is going on, who is in town and even best friends they may have just missed.