Shangri-la Highland Craft Brewery

Shangri-La Plateau Craft Beer Co., Ltd. （香格里拉市高原精酿工艺啤酒有限公司）was officially established on December 6, 2013, and is located in the Qingkou Industrial Park (箐口工业园区), Shangri-La City, Diqing Tibetan Autonomous Prefecture (迪庆藏族自治州), Yunnan Province (云南省). It is a wholly – owned foreign – funded enterprise by Plateau Investment Group Co., Ltd. The legal representative of the company is Droma Lhamo (卓玛拉姆), and the company has fewer than 50 employees. Despite being a small – and – medium – sized enterprise, it has made a name for itself in the craft beer industry with its unique products and business philosophy. The company has been recognized as a provincial – level specialized, refined, unique, and innovative enterprise and a provincial – level innovative enterprise. For further inquiries, you can contact the company at the mobile phone number 15758488533.

The company focuses on the production and sales of beer and mineral water. Its beer is characterized by the use of traditional German pure brewing methods without any chemical additives or preservatives, ensuring the purity of the product. The raw materials include high – quality Tibetan barley from the Qinghai – Tibet Plateau, various spices, local spring water from Shangri – La, and different types of hops and malt. The company’s black beer has won the silver award in the black beer (Bohemian style) category at the “European Beer Star” competition. Its beer “Buddha’s Hand” received the “Outstanding Brewing Award” in the New England IPA category in 2018. The company has also won gold, silver, and bronze awards at the Brussels Challenge in Belgium and the China Beer Competition. The company excels in intellectual property rights, with 62 trademark entries and 7 patent entries, protecting its beer bottle design and brewing processes. The company currently offers eight types of craft beer: Songga (松嘎), Tibetan – Style Ale (藏式爱尔), Soya La (嗦呀啦), Black Yak (黑牦牛), Super Nova (超新星), Fat Droma (胖卓玛), Golden Boy (金童), and Buddha’s Hand (佛手柑).

The founder of the company, Geshe Sungtsen, was influenced by his mother, Geshe Danzhen, who was born in Tibet, adopted by a German couple, and later established the “Geshe Danzhen Orphanage” in Shangri – La in 1993. Geshe Sungtsen gave up a comfortable life in Switzerland to start a business in Shangri – La. The brewery was established in 2009, with brewing experts from Switzerland and Germany and a management team of Tibetan overseas Chinese returning from Switzerland. They developed a craft beer using Tibetan barley as the main ingredient and successfully created a barley beer machine. After three years of effort, the first barley beer “Songga” was brewed in 2012. In 2013, Shangri – La barley craft beer began to be sold within the region and received positive feedback from consumers. In late 2013, with the support of the local government, Geshe Sungtsen founded Shangri – La Plateau Craft Beer Co., Ltd., which became a part of the Qingkou Special Industry Park in Shangri – La. The company expanded its investment in 2014 and officially opened in June 2015. Over the years, the company’s products have not only been popular in the domestic market but have also been exported. In 2020, the barley craft beer from Diqing was exported to Europe, and in 2022, Shangri – La craft beer was exported to Australia for the first time.

A portion of the company’s profits is invested in the operation of the Shangri – La Orphanage, providing living security and support for the children there. The company also focuses on talent development, cultivating local brewers, cellar masters, and management and sales personnel, offering a platform for the growth of local talents. In the production process, the company emphasizes environmental protection, using advanced equipment and techniques to minimize environmental impact and integrating corporate development with local environmental protection and social welfare. The company has also established long – term cooperative relationships with local farmers in Shangri – La through a company + farmer + base + association model and has built a barley planting base of 875 acres in Shangjiang Township, Shangri – La. The company has established a barley research base where foreign experts cultivate and study barley seeds suitable for beer brewing and distribute high – quality barley seeds from the local area and other Tibetan regions to local farmers, promoting the development of the barley industry and increasing local farmers’ income.

With the continuous improvement of transportation conditions, such as the opening of high – speed railways and expressways between Lijiang and Shangri – La, the efficiency of beer transportation will be further increased, and the transportation costs will be reduced. This will help the company expand its market scope and enhance its brand知名度. The company will continue to focus on the craft beer sector, innovate products, and combine the local culture and unique resources of Shangri – La to create more competitive beer products. The company aims not only to巩固 its domestic market share but also to actively expand into overseas markets and strive to promote Shangri – La’s craft beer to the world.