The School of Management at Shenzhen University recently hosted Erique, founder and CEO of E.T. BREWERY and an esteemed alumnus, for an insightful lecture titled *"Practical Operations in the Craft Beer Industry."* Held on September 11, 2025, the session provided students in the Consumer Behavior course with a rare bridge between academic frameworks and real-world entrepreneurial experience.
Erique’s unique background—holding a bachelor’s degree in International Trade from Shenzhen University and a master’s in International Management from the University of Miami—complements a decade of dedicated work in the craft beer sector. As President of the Guangdong Lingnan Craft Beer Association, he has witnessed and shaped the industry’s evolution from home brewing to a structured national market.
In his presentation, Erique encouraged students to look “beyond the textbook,” opening with a caution against survivorship bias in interpreting entrepreneurial success. He systematically walked through the five critical phases of his venture, beginning with home brewing (2015–2016), where he leveraged friends’ storefronts to test consumer response and identify early adopters. This evolved into the brewpub model (2016–2017), where direct customer engagement behind the bar helped refine recipes and build trust through transparency. The contract brewing phase (2018) marked a strategic shift toward B2B channels, catering to the specific needs of local craft beer bars. This was followed by the first factory phase (2019–2021), which streamlined supply chains to ensure stable product delivery to retail partners. The current expansion phase (2022–present) focuses on scaling through a national distributor network and engaging end-consumers via social media such as Xiaohongshu and cultural platforms like beer festivals.
Erique highlighted that craft beer—representing less than 3% of China’s beer market—is more than a beverage: it reflects a growing consumer desire for flavor diversity, natural ingredients, and healthier lifestyles. Its emphasis on whole-grain brewing and freshness aligns perfectly with these evolving values.
The School of Management extends its sincere appreciation to Erique for sharing a decade of industry expertise—offering students not just a case study, but a holistic view of consumer behavior, marketing strategy, and operational execution in one of today’s most dynamic sectors.
