Farokh Fan, 46, and Craig Chia, 43, first met at a reservist camp. Never would they imagine that they would become business partners and open Singapore’s first and only Asian-focused craft beer bar, The Beer People Co.
As to how that idea came about? Well, it’s rather apt that it was conceived during a casual night of drinks in 2018, and only manifested after a visit to a craft beer chain, Beer Auntie (啤酒阿姨), in Shanghai, China, that same year.
“We were captivated by the striking visual of chillers lined with an endless variety of beers and the relaxed, unpretentious atmosphere where people could gather, enjoy quality brews, and engage in conversation,” shared Farokh.
This ignited a desire in both Farokh and Craig to bring a similar concept to Singapore with a twist—to spotlight Asian craft beers. Together with a silent investor, the duo invested a six-figure sum to launch The Beer People Co. in April 2023 at Jalan Besar.
The Beer People Co. is their first F&B venture
Despite being novices in the F&B industry, both founders bring valuable skillsets to the table. Farokh, who oversees the brand’s merchandising and marketing, has over 20 years of such experience under his belt.
Craig, who manages the shop’s operations and finances, has a background in Civil Engineering and has spent years in finance and Singapore’s public service sector.
The company solely focuses on selling packaged Asian craft beers—serving them in bottles and cans—while steering away from draught beer.
According to Farokh, craft beers are produced in small batches using high-quality ingredients, making it difficult to compete with mass-market brands’ prices; opting for bottled and canned beers instead of on-tap was “a conscious decision.”
He acknowledges the misconception that packaged beers are “less fresh” or of “inferior quality” compared to tap beers, but also pointed out that the intense competition for tap space can make operations difficult and prolong customers’ wait times.
In addition, many factors contribute to the beer’s quality, such as storage conditions and distribution practices, which the company has considered with the fridges in its store.
“Our commitment to quality control ensures that our packaged beers maintain freshness and flavour, often rivalling or surpassing tap offerings,” stated Farokh.
The business also partnered with Nummun Thai Kitchen to provide their customers with authentic Thai cuisine that “complements the beer experience”.
“We didn’t want to be just another beer spot with mediocre food,” Craig added.
Farokh chimed in, sharing that the partnership allows both businesses to broaden their reach and tap into each other’s customer base.
Sticking to their niche
Currently, The Beer People Co. offers over 150 beers from more than 20 Asian breweries, including those from China, Japan, South Korea, and Vietnam. Products from over eight Singaporean breweries, with localised flavours, such as a Kueh Salat rice lager and a Kaya Toast stout, are also sold.
A 330ml bottle or can of beer is sold for around S$12-S$13 each, which is slightly higher than the average. Farokh explained that many of their customers might not be familiar with craft beer and its prices, so they aim to keep their prices competitive.
The store also engages with customers by offering personalised “beer tours”, where they recommend selections based on their preferences. “We believe there’s a craft beer for everyone, and we take pride in helping our customers discover theirs,” he added.
That said, the number of distributors they could collaborate with was limited due to their niche.
While they shared that they received numerous offers to feature Western breweries, they stuck to their speciality and focused on building close working relationships with local distributors and breweries.
“We prioritise breweries that align with our commitment to showcasing the Asian craft beer culture. We look for brands that offer distinctive and high-quality brews, focusing on innovation and authenticity,” explained Farokh.
The company has also worked to diversify its offerings to include meads, ciders, and sake, which has allowed it to appeal to a broader audience while “staying true” to its brand identity.
Adapting to ensure steady growth
Since its inception, The Beer People Co. has established itself in Singapore’s beer scene. According to Farokh, the brand is currently in a “unique position” where distributors actively seek them out.
The company also celebrated its first anniversary by partnering with Singaporean brewery The 1925 Brewing Co. to release its own beer, Uncle Number 1 (which was also one of the beers we tried during our visit).
Their growth allowed their year-to-date sales to double since last year, eventually leading them to achieve operational profitability earlier this year.
That said, Farokh and Craig maintain a cautious approach to the business, citing the cyclical downturns in Singapore’s F&B scene, and will focus on adapting their business to the market to ensure steady growth.
Looking forward, both founders expressed their commitment to consistently offer a rotating selection of new and unique beers to ensure that repeat customers can always explore different beers, regardless of their preferred style.
In the long term, The Beer People Co. will focus on expanding its partnerships with Asian breweries and exploring opportunities to collaborate on exclusive craft beer releases similar to their Uncle No. 1 brew.
“We’re excited to continue growing our range while maintaining our commitment to providing a curated and personalised beer experience,” added Farokh.
- Learn more about The Beer People here.
- Read other articles we’ve written about Singaporean startups here.
Featured Image Credit: The Beer People Co.