Taiwan’s Central News Agency (CNA) reports that sales of imported craft beer are up across Taiwan as convenience stores roll out their annual summer promotions.
Though well-established in other parts of the world, CNA says the trend of enjoying craft beer is relatively new to Taiwan. Craft beers, some of them locally produced, can now be found in some cafes and specialty stores. And Taiwan’s ubiquitous convenience stores have also joined in the action with promotions for imported brands.
President Chain Store Corporation, owner of the 7-11 chain in Taiwan, says that sales of beer spike during the summer as hot weather blankets Taiwan. According to CNA, from June to September, beer sales at 7-11 stores can rise by nearly 80% above winter levels. A single promotional event in late April was able to boost sales by 30%, with over 100,000 bottles selling out in a week.
President Chain Store Corporation says that the largest group buying imported craft beer consists of male, white collar workers aged 25-40. 7-11 is set to begin its next major promotion on Wednesday with five beers from Japan, the US, and the UK.
Meanwhile, the Family Mart chain says that beer sales reached NT$20 billion (US$600 million) last year. After several years of steady growth, imported brands now account for around half of Family Mart’s beer sales.
With limited supply, high demand, and plenty of hot weather, Taiwan’s craft beer craze looks to continue.