Happy Holidays - PACRIM's Annual Christmas Letter
Happy Holidays from the team at PACRIM Distributors!
Well, we all made it to the end of 2021, and our Annual Christmas Letter!. I feel like we all owe each other a collective congratulations after what was a troubling year for many, and quite frankly, a dumpster fire for others.
They say tough times do not last, but tough people due; 2022 will invariably put this to the test. Few lessons have become providence for me this year, which I feel compelled to share.
First and foremost:community is everything. The family, friends, and network that you care about and surround yourself with are absolutely everything in life. Whether it’s a meeting over Zoom, or an impromptu coffee on a Wednesday afternoon, cherish these people.
Second: we need to normalize our reaction to Covid and future variants. Omicron was a clear example of how unreliable our institutions are. The last global news cycle with Omicron pushed the nightmare narrative, and then very quickly we’ve realized that Omicron is not that severe, and to the extent that it is, we’ve sequenced it, we have vaccines, and we can deploy these measures quickly. What’s clear to me after seeing Covid take hold of 19 international craft beer markets, is that given the delay in global vaccinations and response to the virus, unfortunately, we’re never going to defeat Covid. Covid is something we’re going to have to learn to live with and to manage, it will become a seasonal disease, something like the flu in terms of how it cycles this year, and it seems unlikely that it will be eradicated through vaccination. So, let’s stop panicking. Instead, what we really need to focus on is having a process of not overreacting to these covid variants, because there will be N number of these in the future, and the only thing that decays Covid’s potency is having it go through vaccinated people. Get your shots, and move on.
Third: we’re in the right business working with the right people. After chatting with so many of our distributions and sales staff in market, it’s clear that reality isn’t stressful, it’s your interpretation of reality that’s stressful. A beer and a few good laughs can go a long way towards changing your perspective. We have been inspired, amazed, and frankly jealous of a lot of the work that is being done (without us in the market I may add) by our network of amazing craft beer aficionados. Luck is the residue of design, and it’s so great to see such strong advocates of our brands. We look forward to 2022 where hopefully a lot more can be done.
Market Updates and Notes:
Singapore continues to be a great market for us, as we look to build on a consistent brand presence with our partner Scotty. We were fortunate enough to do some volume into larger retail chain accounts like NTUC Fairprice and Cold Storage, while the man on the street hawks the latest seasonals and 1 of 1s from our favorite breweries. We look forward to expanding in off-premise as the world starts to open up even more as Covid wanes.
Thailand is simply, a beast. Everyone wants to be a beast until it’s time to do what beasts do. We launched our own custom brand in Thailand this year, @BeerKKGlobal. With some amazing promotions and showcase deals with @BottleRocketCraftBeerBar, there is resonance and we will build this brand right alongside our major Canadian brand partners. Shoutout to Pom and his entire team who have managed to flex hard in a tough 2021. Talent always follows talent.
Taiwan and Hong Kong are growing steadily through a great partnership with BrandWerk which started initially in 2020 but grew heavy through covid. We demonstrated the ability to bring Canadian RTDs to market in a way that is meaningful and resonates well in the market with local drinkers. There are some exciting opportunities in both markets, and with such great partners in Ross, Sergii, Guillaume and the team, the potential is immense. We look forward to sharing more updates in the future.
Indonesia and the team at PAN/Diageo have proven to us that no idea works, unless you have the courage to do the work. Their launch of Parallel 49 in market was first class, and they’re doing the hard work of educating thirsty drinkers on the premium nature of Canadian craft beer. While we haven’t been in market since 2019, we hope to visit Pricilla and her team when the timing is right. Keep that group chat going my friends, much love.
Malaysia is a classic case of right partners, wrong timing. We have little product in market given the resurgence of covid and tight import quotas, but Mili, Alvin, Kavitha and the team are always there for a quick phone call, and planning session. We know the drinkers will return, and TAPS is a beacon for craft in the entire region, so we hope to rebuild again in 2022 and join them (and Uncle Richard) for a few cheeky pints along the way.
Japan maintains its leadership as a premium image market, with partners in Drinkuppers who clearly love what they do. Mitsutaka, Nobuka, and their team of all-stars have some amazing ideas and bring a unique point of differentiation to brands from the west coast. We hope to continue to educate in one of Asia’s best craft beer-educated populations.
The TAPSmith team in the Philippines demonstrates every day that the bridge between a dream and reality is hard work. Buoyed by a robust wine network, they have taken on the momentous task of launching a craft beer business in a country with a vaccination rate of 36%. Not easy to do. Herbie and Melvin’s spirit is so strong, and we love hopping on regular calls with them to chat strategy and sales tactics. People do not pay for average, they pay for excellence – and these two are the cream of the crop. We hope to meet in Vancouver (or Makati) in 2022.
Australia is one of those markets that we’ve been to, but need to get back to again. Phoenix has such an amazing pre-order system, it’s great to see our brands heading so far and yet treated so well in the market. Duane and the team are legends in the industry, and we can’t wait to get down under, down under in 2022.
We launched in Costa Rica this Fall to great acclaim, and are excited for the ongoing build with Felipe in both the on and off-trade. We’re looking hard at the region, and see considerable growth trends given market sentiment, ex-pat adoption, and increased purchasing power. We will plan to get out there in Fall 2022 to drive home education and get a better grasp of how we can better impact the market. In the meantime, Erin will continue to yell at the shipping lines to ensure we’re on track and within budget.
There are so many markets and relationships which we look forward to unfurling next year. Panama, Mexico, and Chile are on the horizon as we eye an ongoing build of the LATAM team. We’re also looking at working with some beauties in the UK to cover some parts of Europe, and will continue our mad dash to bring craft beer to every country in Asia (Korea, we’re looking at you too!). One thing is certain, with our friends in arms and a beer or two in the system – we cant lose J.
On a personal note, the PACRIM team continues to grow – both in and out of the office. We’ve taken on some admin help, while Erin continues to manage the chaos of what calls itself the shipping industry these days. There is a vertiginous increase in prices (and demands) from vessels and carriers, but she manages to keep us in check and the containers rolling. We could not do it without her ongoing care and support.
We’ve had some great help from Pedro in the graphic design field – all those sell sheets and materials you see have had his blessing and approval before they went out. We will continue to grow with him as our brand needs continue to unfold.
Lara, our accountant has successfully managed to keep us out of jail for her 6th year in a row! This is an impressive feat given Dan’s inability to do any form of basic math, and my candid ability to spend copious amounts of marketing dollars surreptitiously behind the scenes. She is a bonafide rockstar.
The two Dans and I are working feverishly in the background to tie it all together. While we’re all juggling about 100 balls at any given time, thankfully, PACRIM maintains its consistent rotation as a brilliant and enduring craft for all of us.
No doubt, we experienced some setbacks, but intuitively obvious to the casual observer is the fact that we’ve made the necessary adjustments to be able to continue this thing long run. Format shifts, product adjustments, pricing increases, and market adoption – it all works together to ensure that we can continue to bring the best beers to all those curious enough to search.
It’s been a hell of a ride, and we’re still just getting started. To our principals, thanks for sticking with us. To our partners and distributors around the world, thanks for building with us and laughing as best you can along the way. To the prospects who will join the brigade in 2022 – we cant wait to ride by your side.
And to each and everyone out there – have a festive holiday season, regardless of how you celebrate. We’re sending love all the way from Vancouver. 2022 will be the first page of an exciting new book together – let’s choose our words wisely.
