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Great Leap Brewing (simplified Chinese: 大跃 … Great Leap Brewing (simplified Chinese: 大跃啤酒; traditional Chinese: 大躍啤酒; pinyin: Dàyuè Píjiǔ) operates four brewpubs in Beijing, two in the Dongcheng District and two in the Chaoyang District. It makes and sells a wide range of beers at those locations, popular both with the city's Western expatriate community and younger Chinese drinkers interested in an alternative product. When it opened in 2010, it was the first microbrewery in Beijing to specialize in craft beers with Chinese ingredients, and the longest-tenured one currently brewing. Founder Carl Setzer and Dane Vanden Berg, another American expatriate working for an information technology company in Beijing at the time, were frustrated by the narrow choice of beers available in the city. With Liu Fang, Setzer's Chinese wife, they began brewing their own in a former siheyuan on a hutong in the city's Nanluoguxiang neighborhood. That location, still open, has been described as "one of the most difficult bars to find in Beijing." Eventually, it expanded to two other locations and began offering a range of up to 40 beers at different times of year, with an infusion of venture capital. Setzer left his job to run Great Leap full-time in 2011. The brewery has focused on using Chinese ingredients in its beers, including Sichuan pepper and Tieguanyin oolong tea, and branding that draws on Chinese history and culture, in a successful effort to attract Chinese consumers looking for an alternative to the country's national brands.ernative to the country's national brands.
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In China and India you have access to spic … In China and India you have access to spices that would break your budget . But here, they're like a penny for a pound. You can't help but see what works and what doesn't. It's all helped. Chinese customers come in and see the ingredients on the board, and get really curious. The last thing a Chinese customer wants is to feel like they don't know what they're doing. So if they can come in and see that one of our beers is named after a character of the Three Kingdoms, or has spices or a style of tea that they drank when they were kids, it's easier for them, just out of curiosity to pick that one. They don't have to ask a foreigner, or friends, they just say, oh I want to see what that is. Anything with Sichuan peppercorn or tea—they go for that first because they just want to see how that manifests itself in a glass. see how that manifests itself in a glass.
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Great Leap Brewing (simplified Chinese: 大跃 … Great Leap Brewing (simplified Chinese: 大跃啤酒; traditional Chinese: 大躍啤酒; pinyin: Dàyuè Píjiǔ) operates four brewpubs in Beijing, two in the Dongcheng District and two in the Chaoyang District. It makes and sells a wide range of beers at those locations, popular both with the city's Western expatriate community and younger Chinese drinkers interested in an alternative product. Eventually, it expanded to two other locations and began offering a range of up to 40 beers at different times of year, with an infusion of venture capital. Setzer left his job to run Great Leap full-time in 2011.s job to run Great Leap full-time in 2011.
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Great Leap Brewing
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