Philippine Craft Kings, Juggies Put Local Craft Beer on Centerstage
A brand new way to elevate your food and beer experience
From inuman to e-numan sessions, it’s safe to say that drinking is part of Filipino culture. Pinoys are among the best beer drinkers in the world, as we are adventure-seekers when it comes to what fills up our mugs.
The craft beer industry is growing not just in the Philippines but around Southeast Asia. Currently valued at $134 million, it is projected to grow to $400 million by the end of 2021.
Bu underneath the world of flowing commercial beer is a sub-universe of impressive, locally brewed craft beer. Independent breweries aim for both variety and quality, capturing the attention of young Filipinos at bars, parties, hotels and watering holes. The Philippine Craft Kings started bringing craft beers into the mainstream back in 2013, making a name for itself in the Philippine beer scene, starting with one brand and eventually expanding to more than 20 brewery partnerships, and serving more than 100 beer variants at present.
Non-alcoholic drinks like ginger ale, butterbeer and, soon, club soda aside, The PCK has it all when it comes to beer: light and sweet beers, pilsner, pale ale, dark beer, stout, wheat beers and lagers, containing 4.8% to 10.5% alcohol content.
Amid quarantine, The Philippine Craft Kings allows its market to enjoy beers the way they used to with Juggies, which are insulated, tap-equipped containers with a freshness valve that comes with a key that unlocks the easy-pour function. Juggies come in two-liter and five-liter options and can keep the drinks fresh and cold for 72 hours.
View this post on Instagram
According to CEO Jazel Justiniani Paraiso, they have responded to the limitations and challenges imposed by current protocols by providing packages made up of beer choices and the best beer chow pairings for small gatherings. She shares, “People can place their orders online, and we deliver the Juggies along with the party packages. That way, families and small groups can drink beer and munch on tapas, snacks, cheeses and other food pairings in the privacy and safety of their own homes.”
Paraiso adds, “Beers and drinks served in a Juggy are freshly brewed and kegged the same day they are ordered. They arrive cold and the Juggies, which are reusable and recyclable, are easy to use.”
The PCK, through their efforts and Juggies PH, works with the brewers and showcases their unique backstories. “Filipino brewers are amazing because they are adventurous, creative and true masters of their craft. Every time there’s a new beer, we let our customers know, so they get the chance to taste new, limited releases. We bring the story of the beers and the brewers out to the market. That’s how we help and support the craft beer industry,” adds Paraiso.
Last October, to make Juggies even more accessible, The PCK opened a Juggies Filling Station at Brick and Mortar along BGC’s Fort Strip, so beer drinkers can have their fill and continue to enjoy good times at home. Another filling station will open in Los Indios Bravos Boracay next year so that beachgoers can enjoy a local craft beer while relaxing at the beach. But until we can travel safely again, we’ll just have a Juggy delivered to our doorstep.
Words Marga Sibug
Art Alexandra Lara