By Cath Isabedra 

In recent years, the Philippines has witnessed a remarkable transformation in its beverage industry, particularly in the craft beer sector. Once dominated by a handful of commercial giants, the beer landscape in the country is now flourishing with innovative brewers dedicated to quality and unique flavors.  

This burgeoning craft beer revolution is driven by a growing community of enthusiasts and entrepreneurs who are passionate about redefining what beer can be. Among these trailblazers is Crazy Carabao, a standout in the industry, which has played a pivotal role in shaping the local craft beer scene.  

Founder Brad Hannam shares the story of their inception, the challenges faced, and the triumphs achieved in this burgeoning industry. 

From inspiration to reality: The birth of Crazy Carabao 

The spark that ignited Crazy Carabao’s journey came from an unexpected source—Manny Pacquiao fights in Las Vegas. Brad reminisces, “When I was going to watch Manny Pacquiao fights in Las Vegas with a group of buddies, we saw such a massive craft beer market in the US, which didn’t exist in the Philippines, so we came up with a plan to build our own brewery and make our own craft beer.”  

This observation led to the idea of creating a brewery that would offer Filipinos a diverse selection of craft beers, breaking away from the dominance of commercial beers. What started as a vision during boxing matches has now transformed into a thriving business, reflecting the rapid growth of the craft beer landscape in the country. 

“I guess I wasn’t the only one with that vision as the craft beer landscape now in the Philippines has grown ten-fold since then.” 

Crafting quality with global and local flavors 

In an industry where the quality of ingredients can make or break a brand, Crazy Carabao goes the extra mile. The Philippines faces limitations in producing beer ingredients locally, necessitating the import of essentials like malts, hops, and yeast.  

“We import the best ingredients we can source, using all the big-name ingredient suppliers. We don’t take shortcuts when it comes to ingredients,” Brad asserts. This commitment to quality is unwavering. However, the local flavor is not lost. 

Crazy Carabao creatively incorporates local products for unique brews. “We are actually rolling out a new chocolate coconut porter—these additional flavoring components will be sourced from local produce.   

Embracing Filipino identity and innovation 

Crazy Carabao is deeply rooted in Filipino culture. The brand name itself, Crazy Carabao, pays homage to the national animal. Their packaging is a visual celebration of the Philippines, featuring iconic images such as Tarsiers, Jeepneys, Chocolate Hills, and Whale Sharks. Moreover, the entire team, including their head brewer Joel, hails from the Philippines, ensuring that the beer is made by Filipinos for Filipinos. 

In the competitive craft beer industry, Crazy Carabao sets itself apart through its dedication to draft beer. “I believe we have more draft out there than any other craft beer company,” Brad says. Draft beer requires meticulous control and focus, and Crazy Carabao’s investment in professional brewing equipment has enabled them to maintain high standards and produce consistently great beer. 

Brad shares, “Draft beer is difficult to get under control and it takes a lot of our focus.  Also, having our own professional brewing equipment we are able to produce and maintain very good quality beer.” 

Navigating challenges and celebrating successes 

The journey has not been without its hurdles. The supply chain is a significant challenge, with most materials needing to be imported. Additionally, competing against the entrenched commercial beer culture in the Philippines, where large commercial beers dominate with their low prices, presents a continuous struggle.  

“Supply chain is always the biggest issue. The Philippines isn’t geared up for a craft beer industry, so everything has to be imported, and if you are able to get it locally, it may have to be specifically made for you. Also, we are trying to penetrate a very strong commercial beer culture. The public has been so used to having large commercial beers at low prices for such a long time that it’s challenging to convert the average consumer.”  

Despite these challenges, Crazy Carabao has emerged as a market leader, a testament to their perseverance and commitment to quality. “I think we are proud to say we are one of the market leaders in the craft beer industry in the Philippines,” Brad shares. 

Sustainability and community engagement 

In an era where sustainability is paramount, Crazy Carabao adopts several eco-friendly practices. Recycling is a standard practice, and waste segregation is rigorously followed. A noteworthy initiative is the repurposing of spent grain, which is provided to local farmers as livestock feed. “The local neighborhood market is most likely buying pork or beef that has been fed from our brewery,” Brad explains, highlighting a full-circle approach to sustainability. 

Crazy Carabao is not just about brewing beer. They also focus on building a community. Their marketing efforts extend beyond social media, with craft beer pop-ups at various events and educational brewery tours for schools and universities. These initiatives are designed to cultivate a deeper appreciation for craft beer among Filipinos and encourage them to become part of the craft beer journey. 

Fans of Crazy Carabao have much to look forward to. Brad reveals that they are soon launching a new chocolate coconut porter and exploring beverages in the beyond beer category, such as alcoholic sodas.  

With a hearty laugh, Brad shares, “Don’t worry they will still contain alcohol.” 

The Philippine craft beer landscape: A promising future 

The craft beer industry in the Philippines is still catching up with its Asian counterparts. Countries like Vietnam are currently regional leaders. However, Brad is optimistic about the future. “Within the next 10 years, the Philippines will have a substantial craft beer presence in the region,” he predicts. The growing interest and expanding market indicate a bright future for Filipino craft beer. 

Crazy Carabao invites everyone to be part of the craft beer movement in the Philippines. The craft beer industry is changing, and so is the opportunity to explore and enjoy various alcohols that celebrate quality and Filipino heritage.  

This article first came out in our “Sip the Spirit of Asia” issue.