WORKING WITH CUSTOMERS
Leading Craft
Desire for Beer Experiences
Collaborating with Customers
Perfecting the Product
A Mutual Match
Attractive line-up: The four
main Archipelago variants
command attention
The Archipelago Brewery was set up
as an independent division under
HEINEKEN's Asia Pacific Breweries
Singapore (APBS) in 2008, located in
a small standalone building within the
main brewery.
The brewing proposition of the APBS
headquarters and the small Archipelago
Brewery fit perfectly together. While
the main brewery produces global
HEINEKEN brands, including Heineken®
and Tiger Beer, Archipelago develops
draught craft beers for the local market.
Currently, these include four permanent
variants - Archipelago Belgian Wit,
Archipelago Summer Ale, Archipelago
Bohemian Lager, and Arcihpelago Irish
Ale - plus three to four limited editions
per year.
Archipelago Brewery is an acclaimed
craft beer producer, with the leading
craft beer brand in Singapore.
When the Archipelago Brewery was
established, it was predicted the growing
trend for craft beer in Western Europe
and the USA would soon spread to the
rest of the world. This is now starting to
be the case in Singapore.
"We're seeing a positive uptake in
adventurous consumers looking for
diverse beer experiences," says Hoshang.
"Our Archipelago craft beer range is well
placed to address this desire. We can
keep fulfilling the wish for adventure
through our innovative limited editions
- like our recent Caramel Apple Ale - and
further collaborations, if they're the right
mutual match."
The brewery's Archipelago Evviva
L'ltalia for Jamie's Italian is an example
of HEINEKEN's dedication to working
together with customers, finding exactly
the right beer to suit the need. This is just
one of the ways the Company uses its
portfolio of beers and breweries around
the world to provide innovative, tailored
solutions to benefit both businesses. K
"They wanted an easy-going, accessible,
refreshing beer in line with Jamie's
approach to cooking; a beer that's
traditionally rooted, handcrafted, but also
different from other beers available on
the market."
In order to create the perfect beer, the
Archipelago team undertook several
rounds of product development, tasting,
recipe discussions and fine-tuning,
working closely with the restaurant.
Archipelago Brewery welcomes
partnership projects but also has a
selective approach based on mutual
benefit. "We are very careful when it
comes to creating a bespoke beer for a
customer," says Hoshang. "We have to
ensure the profiles match - it must be a
win-win. In the case of Jamie's restaurant,
there is a clear fit between our brands."
Archipelago was selected as the exclusive
draught beer partner for the restaurant
based on its capabilities, quality
standards and international award-
winning brews.
"There is a focus on freshness and
natural specialty ingredients at Jamie's
Italian and we wanted to ensure the beer
paired well with the food," explains Scott
Baczek, Brewer at Archipelago Brewery.
"We focused on subtle, complementary
flavours; herbal, floral, and citrus. We used
a healthy amount of hop flowers in the
brewing process to bring these flavours
to the forefront of the palate. The result
was a subtly complex beer with a dynamic
flavour and aroma, and a clean, crisp,
refreshing finish."
Having been given the final seal of
approval, the finished brew was named
Archipelago Evviva L'ltalia to reflect the
vibrant Italian restaurant spirit. A few
months after launch, the testament to
success comes from the feedback of both
customers and consumers. "We hear from
the staff at Jamie's Italian that our beer
has enjoyed a great reaction from the
diners," says Hoshang.
Edition 1 201A World of HEINEKEN
