With savvy, sophisticated beer drinkers here, there is a growing thirst for premium craft beers in the market. Microbreweries have mushroomed to cope with the demand, while the hospitality sector is embracing the trend - lock, stock and barrel. Host takes a swig of the situation.

It's official: That bottle of cabernet sauvignon is out. Beer is the new flavour of the year. According to global analysis firm Business Insights, the global beer market is expected to grow at an annual rate of 1.8 per cent to reach a value of $810 billion by 2014. But the real (and growing) interest is not exactly directed at mass-produced bottled beers. Instead, what's in is the premium stuff - craft beers.

"Craft beers are brewed in small batches by small-scale, independent breweries," explains Hoshang Mehta, head of Archipelago Brewery. "This means that the brewmaster is able to physically engage and interact with the instruments in the microbrewery on a daily basis to keep a close eye on the look, smell and taste of the brew from the beginning to the end." The end result? Handcrafted, high-quality beer with a distinctive flavour.

Such designer tipples have been gaining worldwide popularity. Gone is the image of beer as a rugged man's drink. Instead, upmarket beers are becoming the toast of the town, drawing a strong following of sophisticated, well-travelled drinkers. Like photographer Ukay Cheung. The 36-year-old had his first taste of craft beers 15 years ago in Europe. He reminisces: "I really enjoyed that mug of home-brewed beer - it tasted fresh and distinctive. That's why craft beers stand out from mass-produced beer, which I now find tasteless."

It helps that Singaporeans have always been avid beer drinkers. Over a 12-month period between April 2009 and March 2010, we downed 93 million litres of beer. That's enough to fill 37 Olympic-sized swimming pools. Hoshang observes: "Singaporean's population consists of a mix of well-travelled and beer-savvy individuals who are in search of the finer things in life. That's why they are willing and able to appreciate the taste of craft beers."

Rise In Popularity

Locally, the craft beer trend is driven by various factors, including the rise of microbreweries, specialist beer stores and hangouts and beer-driven events. There are more than 10 boutique breweries in Singapore - like the better-known Brewerkz and RedDot BrewHouse in Dempsey Hill - and the figure is still steadily rising.

The opening of trendy beer hangouts like Malted Milk at Studio M Hotel, a partner of Archipelago Brewery. The bar stocks more than 50 types of imported beer and serves them with an extensive menu of grilled and barbecued ?items, from burgers to steak. In fact, a total of five Archipelago concept bars have opened here in less than two years. The latest is a tie-up with Australian bistro Barossa - it features a full range of craft beers created by Archipelago, such as the Bohemian Lager and Archipelago Summer Ale. Hoshang says: "We believe in staying on the frontline of driving growth and innovation in the craft beer category in Singapore so we will unveil many more exciting brews in 2011."

Last December, Bangkok microbrewery franchise Tawandang opened its second outlet at Suntec Convention Centre. Its first outlet is at Dempsey Hill and both offer three types of craft beers. In February 2011, another microbrewery LeVeL33 opened with much fanfare at the top of Marina Bay Financial Centre. Located 156m above ground level, it claims to be the world's tallest urban microbrewery and offers four types of craft beers.

Even though such premium beers can cost up to 20 per cent more, the more discerning are still willing to fork out the cash to enjoy drinking the quality stuff. For Ukay, his tastes have evolved further. He rattles off a list of favourites, including "Kaimiskas from Lithuania, Little Creatures from Perth and Musta Hevonen from Finland".

Then there are beer-driven events such as Beerfest Asia 2010. Last June, the five-day-long event was held at the Marina Promenade. The event saw 250 kinds of beers from over 30 exhibitors and countries ranging from Belgium to Vietnam, including the award-winning Dead Frog Nut Brown Ale - a premium dark ale with hints of chocolate and espresso - by Canadian company Dead Frog Brewery. There was also the Archipelago Beer Fiesta at Lau Pa Sat Festival Market that August, where the latest handcrafted beers were unveiled and paired with local fare like oyster omelette and char kway teow. A chef also whipped up beer-infused dishes like braised chicken with beer, herbs and greens. All these helped to raise awareness and encourage the drinking of craft beers. The local beer industry is currently valued at over $1 billion, according to industry observers.

Bubbling Forth

And as the beer market in Singapore matures, people will be looking forward to more innovative brews. Shangri-La Hotel here was one of the first to jump on the trend by partnering Archipelago Brewery to create a bespoke craft beer called Archipelago Xiang in 2008. The crisp, golden-coloured ale is infused with a touch of citrus, floral and subtle fruit aromas. It's specially brewed for the hotel and exclusively served at all the restaurants and bars on the premises.

Even boutique hotels like Wangz Hotel have caught on. Muhd Azrin, food and beverage supervisor, observes: "We decided to carry craft beers to differentiate our hotel from the rest of the competition. Also, we wanted to offer guests a more extensive beer menu and an enhanced dining experience." She adds that the response to the Archipelago Belgian Wit has been positive, especially with female guests. "They love the sweet and fruity taste of this beer."

Hoshang adds: "It all boils down to offering better choices to the discerning consumer. We have not yet reached the maturity of the western market. But based on our research and ongoing interaction with craft beer fans, we find that Singapore is poised to embrace this trend even further."

Looks like the rest of us had better take a swig (or two) of craft beers too.

THE CRAFT OF CHOOSING

If you'd like to add craft beers to your restaurant menu, follow these tips by Hoshang Mehta, head of Archipelago Brewery.

Interact: "Chat with customers about craft beers - find out if they have heard of such beers, if they have tried it and what aromas tingle their senses. That's how you get a better idea of what might be popular at your establishment."

Listen: "After hearing their feedback, heed them. See if you can gauge what the mass response is inclined towards - is it a fruity aroma with a crisp scent of freshness or do they prefer to be wowed visually by the cloudiness of the beer?"

Research: "Read about the various craft beers available in the market based on taste notes and character. Then, match them to your customers' feedback. But the most important element is distribution. Check with the microbrewery about the timeliness of supply - from brewing to retail. Nothing tastes better than the freshest of craft beers."