What does starting a successful brand from ZERO in the Middle Kingdom take? We spoke to Alex Acker and Kristian Li, co-founders of Jing A Beer. Based in Beijing, Jing-A now has 10 tap rooms in the capital, with one in Shenzhen. Jing-A is also available in Singapore. Jing-A describes itself as a brewery that is in constant motion. Started by Kris and Alex in 2012, Jing-A is obsessed with hunting down rare ingredients and unexpected flavours to brew beers, intertwining its distinctive Beijing roots. Alex and Kris also collaborate with brewers from all over the world with the goal of making Beijing one of the great beer brewing capitals of the world. China is, after all, the world's largest beer market, generating $125.6 billion a year in sales. 1. Why did you first come to China, and how did two corporate guys quit their jobs and start a brewery? 2. Can you explain the meaning behind the name, Jing-A? It's the OG of Beijing. 3. How did you get started? What were some challenges for expats living in Beijing setting up a business? How did you overcome them? 4. What are the specific cultural nuances of drinking craft beer in China? Is beer drinking similar to how it is in the West? 5. What does it take to leap into entrepreneurship out of the corporate world? Be Conservative 6. What did the competition look like for you? How did you move people from the competition? 7. What marketing tips can you provide to brands that want to get started? 8. What is the difference between Shanghai's and Beijing's experiences? 9. The AQI beer idea: how to connect the culture to the product 10. What's the situation post-COVID? Has there been a return? How did COVID impact you? 11. Tell us about the 8 X 8 Brewing Project 12. If you did it all over again....would you still do it? How much did timing and luck impact your success? 13. A/B Test: Community, Worker Pale Ale, China 2008!