Jan Craps, CEO and Co-Chair of Budweiser Brewing Company APAC Limited, took members on a deep dive into the beer industry in our “Dialogue with the General Committee Series.” During a lively talk with HKGCC CEO Patrick Yeung, Jan discussed the burgeoning beer markets in Hong Kong and the Mainland and shared his excitement about joining the Chamber’s General Committee this year.
Prior to his brewing career, Jan worked as an Associate at McKinsey & Company. Since joining Anheuser-Busch InBev in 2002, he has held various marketing, sales and logistics positions in France and Belgium. He previously served as the CEO at Labatt Breweries of Canada and Carlton & United Breweries and as Zone President of APAC South.
Bud APAC is a subsidiary of Anheuser-Busch InBev and has been publicly listed in Hong Kong since 2019. The largest beer company in the Asia Pacific region, it has over 24,000 employees and 47 breweries. It holds a portfolio of over 50 well-known brands, including Budweiser, Stella Artois, Corona, Harbin, Hoegaarden, Cass, and Blue Girl – one of the most popular beers in Hong Kong.
In 2023, the global beer market was valued at US$821.39 billion. It is projected to grow from US$851.15 billion in 2024 to US$1,167.47 billion by 2032. Today, China is the largest consumer of beer globally, followed by the United States.
“The Mainland serves as our primary market, and Hong Kong plays a vital role as a bridge connecting the Mainland to the global market,” explained Jan. “In China, Budweiser is very popular and is considered a high-end brand, and we bring out premium products and packaging, such as aluminium bottles. If you ask Chinese customers which beer brand they associate with Lunar New Year, the answer is Budweiser.”
Jan also discussed industry trends like the increasing popularity of light beer, and ESG manufacturing. Learning about Bud APAC’s commitment to achieving its sustainability goals was particularly inspiring. The company actively promotes sustainability through groundbreaking initiatives such as climate action, water stewardship, circular packaging and sustainable agriculture. In 2021, its Wuhan Brewery became AB InBev’s first carbon-neutral brewery worldwide.
Jan is not only passionate about beer but also dedicated to advancing tertiary education. In 2018, he served as a board member of Melbourne Business School and is currently a member of the Corporate Advisory Board of the China Europe International Business School in Shanghai. The Central Government has recognized Jan’s significant contributions to the economic market and education with the Fujian Honorary Citizenship Award and Shanghai Magnolia Silver Award.
After the informative talk and Q&A session, members stayed back for the networking reception to connect over refreshing beer sponsored by Bud APAC.