|Beer Buddy for Dezeen, 2021
Beer Buddy™ is a concept built to join creatives worldwide and will partner with Dezeen in China . We will create beers and flavours at design events and parties. Each Beer will have a QR code that will link you to friends in the city or even events and give general intelligence about what is going on, who is in town, best friends you may have missed at the blink of an eye.
“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 Young. “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. I wanted to create a taste that connects people globally not regionally. 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”.
All the beers and future Seltzers are named after the music genres which play a big part in Young’s studio DNA, along with colourful limited edition artwork. The beer also features a QR code that helps creative drinkers locate other like minded creatives nearby.
HOUSE Pilsner is a super fresh and crisp Pilsner brewed according to a traditional German recipe.It’s brewed using imported European pilsner malt, partnered with Perle, Saphir and Spelt Select hops. For its creamy texture it has been fermented with a classic Czech Pilsen liquid yeast strain, before an eight-week extended lagering process. Clear, refreshing with a fluffy, lip smothering head.
About the ingredients
The Swaen is a historic 110-year-old malt house in Kloosterzande, The Netherlands. The malt produced here is used mainly by craft beer breweries, distilleries and for the baking industry. The malt house produces basic and special malt products that add natural textures, colours and flavours to beer, whiskeys, breads, and other foods & beverages. The Swaen was awarded the Gold medal for best maltster in the world in 2019. Not only for the quality of their products, but also for innovation and sustainability.
“The Swaen company made a clear strategic decision on which clients and countries to serve. It smartly reduced its energy and gas consumption by 70% and applies a strong customer focus and efficient marketing methods. It invests in improving the commercial value of a commodity, all contributing to this company’s rapid growth in number of customers, countries and products over the past few years”
Photography and styling by Amanda Kho
About the collaboration
This unique beer is a collaboration between Beer Buddy™, BrewCode and SBI Craft beer ingredients in honour of the Shanghai Design Week, and can be found at the trade show where Young also designed a bar in cooperation with Media partners Dezeen. A special thanks to Infrastructure for their creative support and coordination on this project.