October 2025 has shaped up to be a rather eventful month across Asia. The Mid-Autumn Festival, accompanied by mooncakes and lantern displays, was celebrated by Chinese communities all over the continent and beyond. The lunar calendar also determined that Diwali – The Festival of Lights – would take place in the same month. Signifying the victory of light over darkness, Indian families from far and wide came together to light oil lamps, fireworks, and partake in culinary feasts. During the brief recess between the two, the Asian brewing community was provided ample reason to celebrate as well. At the Bangkok International Trade and Exhibition Centre (BITEC), to be exact, where Brew Asia 2025 took place on the 16th and 17th of October.
The Return to ‘The Big Mango’
Since its humble beginnings as a gathering of 70 attendees in the backroom of Singapore’s Brewerkz pub in 2015, Brew Asia has grown into the region’s foremost brewing industry conference and trade fair. Having previously touched down in Bangkok in 2022, a crowd of over 1,000 beer brewers, suppliers, distributors, and passionate hobbyists congregated in the capital of ‘The Land of Smiles’ once more for the conference’s 11th edition.
The theme of this year’s show was ‘Optimize, Innovate & Grow’. Geared towards assisting breweries improve efficiency and enhance profitability in an increasingly competitive market, attendees were treated to a series of presentations and workshops held in two separate halls. Topics included innovations in brewing technology, marketing strategies, and the sustainable usage of raw materials. Those present also had the opportunity to sign up for various sensory sessions, such as workshops on global hop varieties and lager fermentations – among others.
Furthermore, a trade fair covering 4,000 m² housed more than 100 stalls representing a wide range of industry suppliers. From manufacturing equipment producers to raw ingredients traders, bottling and canning machine fabricators to dispensing solutions providers, and more – all were accounted for. The contrast with the aforementioned inaugural edition could not be starker. Back in 2015, Barth Haas and Fermentis representatives showed up with a briefcase each; nowadays they operate 36 m² booths!
A Brave New World
The programme was anchored by two legendary keynote speakers. Best-selling author John Palmer and Anderson Valley Brewing Co. brewmaster Fal Allen, both pioneers of the craft beer industry, set the tone for two days’ worth of priceless insights into every aspect of the modern brewing business. While these insights were derived from decades’ worth of hands-on experience, all expertise parted served as guidance for an uncertain future.
A prime example of the shifting tides was illustrated by Spencer Jemelka, co-founder of Redpoint Brewing Co. in Taiwan. In his presentation, titled ‘Future-Ready Your Beer Business: Automating Workflows with AI Agents’, a host of examples on how intelligent systems can successfully be integrated into brewery operations were highlighted. At Redpoint, AI agents – internally referred to as “digital employees” – have already been implemented to carry out complex workflows. These agents are capable of navigating accounting platforms, logistics and manufacturing databases, and operating brewing equipment. Activated by ad hoc or scheduled prompts, they can flag and resolve potential issues in all areas of the business. Tasks that once required constant attention have now been delegated to a first generation of digital employees. Considering the rapid pace at which AI tools are being refined, one can only assume that many generations will follow.
Another – albeit less technologically-oriented – example of progress in the making was conveyed by Lucy Corne, competition director of the African Beer Cup. Her presentation, titled ‘Out of Africa: Brewing Trends from Across the African Continent’, described the state of the industry in a region that has yet to experience a craft beer revolution of its own. Constrained by high import taxes and other government regulations, African brewers are readily turning to locally produced grains like millet and sorghum. As always, necessity is proving to be the driving force of change.
Beyond the Brewery
While many of those who attended Brew Asia 2025 are more than capable of creating delicious beers, their aptitude does not necessarily extend to sales and marketing. Nevertheless, brand recognition and reach are crucial factors in building a stronger and more resilient business. A series of sessions were thus dedicated to these topics as well.
Matthijs Aliet, CEO and founder of Square44 Brand Design Agency, held a presentation titled ‘Stop Thinking About Brands! How To Really Build Brands?’ on the morning of the first day of the conference. While this session focused mainly on the conceptual pillars on which agile, distinct, and relevant brands are built, a follow-up workshop centred on practical examples was held the next day.
The first day of Brew Asia 2025 also included a panel discussion titled ‘Brew Better Beer Brands’. Moderated by Beer Asia founder Oliver Woods, this interactive workshop was designed to offer practical insights into making a brewery’s marketing strategy more effective. A panel comprised of Art Monster founder Andrew Park, Beervana co-founder Aaron Grieser, and Soovy P – the driving force behind Hoptimist Vietnam – shared some of the tactics that have worked to their advantage.
Last but not least, Chris Roberts – co-founder of LevelHeads Advisory – dove deeper into strategies for sustainable growth. His presentation, titled ‘Crafting Sales Success: National Strategy, Execution & Export Readiness’, covered topics such as the refinement of brand positioning and product portfolios, as well as the structuring of sales resources for maximum profitability. The latter extended to preparations for successful international expansion with the right business plans and importers.
All Work, More Play
In line with tradition, Brew Asia 2025 was concluded with an awards presentation in honour of the winners of the Asia Beer & Cider Championship 2025. Spanning a total of 32 style-related and 5 general categories, the medal ceremony is always the scene of exuberant celebrations. And rightly so!
Not to mention the various social events planned around the conference. From the official welcome reception at Burbrit Taproom on October 15, the Taihu tap takeover at Mikkeller Bangkok that followed, the happy hour at Aesop’s the next day, and the Brew Asia 2025 after party at 12 Plato Brewing that concluded the proceedings – all these gatherings further facilitated the reunion of old friends and the shaping of new relationships. The hardliners amidst the crowd even had the option to sign up for a guided tour of five of The Big Mango’s finest brewpubs on October 18. That, however, is a story for another day.
Despite the many challenges faced by the craft beer industry, Brew Asia 2025 was a resounding success on all fronts. Next year, the show will grace Ho Chi Minh City with its presence. October 2026 will undoubtedly turn out to be another memorable month across Asia for that reason alone.
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