Beer is the world’s favourite alcoholic drink, a lingua franca that connects people across the globe who may have nothing else in common but their love of the fermented cereal gift from nature called beer. [...] Successive British Prime Ministers have taken visiting Presidents to their local boozer for the all-important photo op of them both at the bar holding a pint. President Obama and David Cameron swapped bottles of beer from their constituencies. Bill Clinton knew the power of the pint when he visited Ireland during the peace process and drank the obligatory glass of Guinness.

Sagy, a former pilot with the Israeli Air Force made the switch to commercial brewing in 2008, although he says he had been home brewing for about 30 years. “Now I’m trying to make peace in another way,” he said, with a smile. “Through beer.” Eitan Weiss, head of public diplomacy at the Embassy of Israel, matched Sagy with Fournier, who founded the craft beer festival, as a means of bridging cultures through beer.

One of the other reasons why our product appeals to Chinese consumers on a base level is because it incorporates Chinese cultural elements in the beers themselves and also incorporates Chinese literature and historical references in the naming and branding of the beers. Two good examples of this would be our Iron Buddha Blonde Ale and our Little General IPA. The Iron Buddha Blonde uses tie guan yin wu long tea during the brewing process, which gives the beer a floral note at the end. The name "Iron Buddha" is one way to translate the tie guan yin (铁观音), or the iron goddess of mercy.