Cheers To China: Three Sisters Brewing Significant Export Growth
What began as a 10,000-can "sample" order in mid-2024 from a Chinese distributor has grown rapidly, with recent shipments increasing to 20,000 cans.
"The initial email came out of the blue," says founder Joe Emans. "To be honest, when I initially saw the email, I thought it was spam. That's a really big sample order. It's nearly equivalent to what we'd normally produce every other month."
The order wasn't just by chance however, as Three Sisters had captured the attention of the distributor thanks to their reputation for top-quality hazies and strong user ratings on the global beer app Untappd, where users can discover new brews and track trending favourites. This visibility helped them stand out in a crowded market.
Fortunately, Emans followed up on that initial email - and the relationship has since flourished.
"China has its own version of Untappd, so they're really in tune with their customers over there," says Emans. "Sours in particular have really taken off, making up around 60% of their orders, up from 30% a year ago."
Emans is no stranger to adapting. Since brewing in his garage with his wife Sarah in 2017, the brewery has expanded three times thanks to some hugely successful crowdfunding campaigns, and they recently launched a popular taproom. Three Sisters has also won numerous national and international awards, including back-to-back Champion International Small Brewery trophies in 2023 and 2024 at the Australian International Beer Awards.
Now, with demand approaching capacity in recent months, another expansion is already in sight.
"We're a small brewery even by national standards, but we're flexible and curious," says Emans. "If we're asked for a beer that's a particular colour, with specific flavour notes - we'll make it. We're happy to tailor beers to suit the market, while keeping our creativity and quality at the heart of everything we do."
Recent global market shifts, including US tariff increases, have made New Zealand beer even more attractive to Chinese distributors, alongside the country's growing reputation in the industry.
The journey from garage to exporter hasn't happened over night though.
"We've had some great help from the community along the way, including from Venture Taranaki who has provided some fantastic support - from providing co-funding for courses on crowdfunding campaigns which have been crucial to expanding our production capacity, to helping us tell our story as a guest on their Podcast series", says Emans.
Venture Taranaki, the regional development agency, has also supported and explored the potential of a local hops industry through the Branching Out project.
If you're a local business looking for advice or support, check out the range of services offered by Venture Taranaki here: https://www.venture.org.nz/enterprise-and-entrepreneurship/
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Techday NZ
7 hours ago
- Techday NZ
NetSuite adds AI translation to workflows for seamless teamwork
NetSuite has released a new feature called Text Enhance Translate, providing in-field translation capabilities integrated within NetSuite workflows. The feature allows users to instantly translate text fields into more than 20 supported languages, including Chinese (Simplified & Traditional), Czech, Danish, Dutch, various English variants, Finnish, French (France/Canada), German, Indonesian, Italian, Japanese, Korean, Norwegian, Portuguese (Brazil), Spanish, Swedish, Thai, Turkish, and Vietnamese. Enhanced collaboration The company states that this new functionality is aimed at boosting collaboration between teams operating across different language regions, simplifying daily activities such as reviewing invoices, responding to customer support queries, or setting up HR job descriptions. The upgrade allows organisations to avoid delays that can arise when texts have to be translated externally or by human translators, especially for routine operational usage. "With Text Enhance Translate, users can instantly translate a field or a portion of text within the NetSuite product, whether that's a vendor invoice, a customer support response, or a job description in an HR record." According to NetSuite, about one in three of its customers currently uses the Text Enhance tools to improve productivity, minimise errors, and craft contextually relevant content across different company departments. The new translation functionality is described as a significant extension of these capabilities. Business context awareness The company asserts that Text Enhance Translate differs from generic translation tools by deploying generative AI designed to understand both business and operational context. This includes interpreting intent, tone, industry jargon, and workflow-specific terminology. This approach, the company claims, is especially beneficial in handling business documents and specialised records across multiple industries and regions. "Unlike basic translation tools, Text Enhance Translate can understand your business context, your data, and your workflow, helping your teams collaborate more effectively across borders and languages." For example, a sales manager based in Tokyo is able to translate deal records from English to Japanese prior to discussing pricing with local leadership. Finance teams can interpret vendor contracts in French that are stored in NetSuite without waiting for a human translator. Likewise, customer support agents can respond to tickets in the original language submitted by the customer using the context-aware capabilities of the tool. Technology and usage Text Enhance Translate can be accessed from any text field in the NetSuite product, where users can select the translate option via the Text Enhance icon. The translation process will prioritise enabled languages based on each user's settings in NetSuite's multi-language configuration. For more complex requirements, NetSuite Admins and power users can utilise Prompt Studio to construct tailored workflows that combine translation operations with other AI-powered instructions. Additionally, developers are able to incorporate translation into custom processes via the SuiteScript GenAI API, such as automatically translating customer comments when synchronising with a customer relationship management system. Language support and deployment Text Enhance Translate is available in all markets where NetSuite Text Enhance is currently supported, with direct translation capabilities across over 20 languages. "With translation embedded directly into NetSuite workflows, customers can now onboard international employees faster, localise customer communications with confidence, and help reduce operational friction as they expand abroad." NetSuite indicates that the feature is now available to all customers using NetSuite Text Enhance, supporting global operational requirements as businesses continue to grow and engage in international activities.
Newsroom
17 hours ago
- Newsroom
Ripple effects of Trump tariffs leave gloomy trade outlook
The global economic uncertainty caused by Donald Trump's tariffs will likely reduce global demand for New Zealand exports and make the coalition's goal of doubling exports even more challenging, the Reserve Bank's chief economist says. However, the fall in export demand is likely to be considerably smaller than that seen following the 2008 global financial crisis, Paul Conway says. Speaking at an Export NZ event on Thursday, Conway said New Zealand was deeply influenced by global developments, meaning 'even if tariffs don't hit us that hard directly, we will feel the ripple effects as they work through the global economy'. The global economy had been dealing with more frequent and varied shocks since the early 2000s, with uncertainty on the rise and economic tools increasingly used for political and strategic ends. 'It makes the rules of the game less clear. It makes the global economy more difficult to navigate, with spillover effects into the domestic economy.' The direct impact on New Zealand would be softened by the fact that 'we're not actually as export driven as we like to think we are', with the export share of GDP having fallen for decades, along with the fact that tourism exports were intrinsically difficult to tariff. Conway said meat, wine, and precision instruments like medical devices would be among the most directly affected export sectors. The US bought little of the types of dairy products exported by New Zealand, meaning the Trump tariffs would have a minimal impact on global dairy prices. US demand in global markets was stronger for the goods that New Zealand imported, meaning there was likely to be greater price reductions for imports than exports. The tariffs would also reshape global trade flows as buyers and sellers adjusted, with American buyers likely to look for goods from countries subject to lower tariffs in addition to locally made products. While Chinese exports to the US had dropped by roughly 15 percent in the year to June, the country's exports had held steady overall as shipments were redirected to the European Union, Southeast Asia and other countries. New Zealand's technology sector could benefit from reduced US demand for Chinese products, while the same could be true for meat exporters if a 50 percent tariff on Brazillian imports into the US went ahead as planned. With our current 10 percent tariff no higher than any other country, Conway said we were on the right side of global shifts in trade flows. However, the broader uncertainty caused by Trump's tariffs would slow the New Zealand economy down, with household spending and business investment heavily affected by the lack of confidence about what the future had in store. 'Why invest in new machinery if you're unsure about future demand? Why take on debt when you're unsure how interest rates or prices might move given increased macroeconomic volatility? It's a similar story with households.' Overall, there was likely to be a negative demand shock that reduced medium-term inflation pressures in New Zealand – a contrast to the US, where the tariffs were expected to add to inflation. While the effects would not be comparable to the GFC – another global shock with its epicentre in the US – there would be a material slowdown in trading partner growth. Asked how the gloomy trade outlook would affect the coalition Government's goal of doubling exports by 2034, Conway said he got in trouble for commenting too much on current government policy but described it as 'an ambitious target' and 'challenging'. 'Full power to the Government, and to the businesses in behind that; actually, I think it's sort of up to businesses. The Government creates the incentives, and it's businesses that need to do that.' Trade in services (outside of tourism) was the bright spot for New Zealand exports, which made sense given the country's remoteness and the weightless nature of trading products via digital means. The longer levels of uncertainty remained high, the more pronounced the drag on trade and economic growth would be, Conway said. 'A short spike in uncertainty isn't that big a deal, even if it goes extremely high, but if it goes up and sort of stays there, that can sort of suck down growth. 'I'm not sure that we're looking into that, [but] I do think there will be a sigh of relief when the tariff schedule of the US does remain constant. It's not just the fact of tariffs, but the fact of them changing all the time, which is contributing to uncertainty.'
NZ Herald
a day ago
- NZ Herald
A deepening embrace since Russia's invasion of Ukraine signals a turnaround in the two countries' ties
Trade between the two countries exceeded US$240 billion ($396b) last year, up by two-thirds since Russia invaded Ukraine in February 2022. China has supplied many of the drones and drone components used by Russia in the conflict. China's staunch support for Russia's economy has helped Moscow survive: Dozens of countries have barred Russia from much of the global financial system, upending its economy at home. China has had the opposite reaction to Russia's war on Ukraine. 'China-Russia relations represent the most stable, mature and strategically significant major-country relationship in the world today,' Wang Yi, China's Foreign Minister, said this month after meeting Russian Foreign Minister Sergey Lavrov. By backing Russia so enthusiastically, China's leaders have put new strain on their country's relationship with the European Union. If Beijing had distanced itself from Moscow, Europe might have turned towards China as United States President Donald Trump threatened tariffs on European goods this year. European Union leaders met Chinese officials last night NZT at a summit in Beijing. They were expected to ask again that Xi Jinping, China's top leader, reduce China's economic and industrial support for Russia's war in Ukraine. Ursula von der Leyen, president of the European Commission, said this month that China's stance on the war in Ukraine would be 'a determining factor' for the bloc's relations with Beijing. 'China's unyielding support for Russia is creating heightened instability and insecurity here in Europe,' she said. 'We can say that China is de facto enabling Russia's war economy — we cannot accept this.' Shoppers take photos outside of a Russian-themed store in the border town of Manzhouli, in China's Inner Mongolia. China now makes 32% of the world's manufactured goods - more than the United States, Japan, Germany, South Korea, and Britain combined. Photo / Andrea Verdelli, the New York Times Much of the trade between China and Russia has long run through Manzhouli. Russia built a rail line through the city into northeastern China in 1900. Today, trains and trucks from Russia cross into China, many of them carrying timber or freshly cut boards: pine for construction and furniture, white birch for chopsticks, aspen for framing concrete and sturdy elm for coal mine supports. The flow underscores Russia's diminished economic position. It is now functionally an economic satellite of China, dependent on Beijing for manufactured goods while selling raw materials that China could, if it wanted to, buy elsewhere. Almost 6% of the entire Russian economy now consists of exports to China. That is a proportion equalled by Iran, another country under international sanctions. As part of pressure on Russia to accept a ceasefire, Trump threatened last week to impose high tariffs or other sanctions on countries trading with Russia, although he did not name China. Manzhouli's official economic strategy — 'Russian supply, Chinese processing' — underlines Russia's evolution into a supplier of raw materials to China's vast manufacturing sector, which dwarfs Russia's own. Russia depends on China for clothing, electronics, even cars. China's northbound exports have risen 71% since the start of the Ukraine war. Visitors at Matryoshka Square, a theme park in the border town of Manzhouli. Much of the trade between China and Russia has long run through Manzhouli. Photo / Andrea Verdelli, the New York Times The trade alliance shows up in other contexts, too. State media in China has tilted strongly towards Russia in the Ukraine war. Russian television channels have been gradually squeezing out American channels in Chinese hotels. China's sympathies show up on store shelves in Manzhouli: Stalin-brand vodka and ground coffee are on sale, and one store even specialises in busts of past Soviet leaders and matryoshka dolls that resemble President Vladimir Putin. The new embrace signals a turnaround in the two countries' relationship. During the 1950s, Soviet advisers helped a mostly rural, underdeveloped China build many of its early steel mills, railroads and weapons factories. Now, China produces 32% of the world's manufactured goods — more than the United States, Japan, Germany, South Korea, and Britain combined. Russia's share of global manufacturing? It's just 1.33%, even including Russia's weapons production, according to the United Nations Industrial Development Organisation. Trucks made in China parked at the border in Manzhouli. By late last summer, Chinese cars made up 60% of Russia's auto market, according to GlobalData Automotive. Photo / Andrea Verdelli, the New York Times China is also benefitting from the imports. By buying timber and other goods from Russia, through Manzhouli, Beijing has been able to avoid buying imports from the US and its allies. China used to buy raw materials such as rapeseed from Canada, for example, but has shifted to purchasing more of these goods from Russia after Canada mostly sided with President Joe Biden last year and then with Trump in imposing higher tariffs on Chinese goods. China retaliated against Canada by imposing tariffs of 100% on imports of canola oil and canola meal from Canada. China also began a trade case against Canadian rapeseed, targeting some of Canada's largest exports to China. At the Manzhouli Xinfeng Grain and Oil Industry Limited Company, bright red forklift trucks move sacks of supplies. The highly automated factory, less than 1.5km from the border, removes the hulls from Russian rapeseed and presses them to make canola oil. Huang Baoqiang, the managing director of a nearby lumber mill, said his company bought large quantities of timber from neighbouring Siberia and turned them into bed slats and other furniture components. The US Treasury Department has tried to block the use of dollars for transactions with Russia, but Huang said he was able to pay with Chinese renminbi or Russian roubles through VTB Bank. The bank, one of Russia's largest financial institutions, faced sanctions by the US and the EU soon after Russia invaded Ukraine. But while Russia and China increasingly trade with each other, there are a few signs of tension. The rail yard in Manzhouli. Soviet advisers helped build steel mills, railways and arms factories in China in the 1950s, but now Russia supplies raw materials in exchange for manufactured goods. Photo / Andrea Verdelli, the New York Times Russia has banned the shipment of freshly cut pines to China. So the bark is removed from pines, and the logs are cut into boards at sawmills in Siberia, to the annoyance of businesspeople such as Huang. China, in turn, imposed tariffs on imports of Russian coal at the start of last year after state-owned Chinese coal mines expanded output and complained of Russian competition. The biggest stress in the trade relationship involves cars. In 2021, Chinese cars weren't very popular in Russia. But after the invasion of Ukraine, Western automakers withdrew from the country, and Chinese automakers slashed prices. Chinese cars captured 60% of the Russian market by late summer last year, according to GlobalData Automotive, a research firm. Russia's own automakers had initially been expected to benefit from the retreat of their Western competitors and were disappointed by China's success. They persuaded Moscow to start collecting a US$7500 fee on imported cars. The fee, which started on October 1, has an exemption: It does not apply to used cars purchased by Russian citizens for their personal use. China's car exports to Russia in the first five months of this year plunged 58% from a year earlier. 'It's a big bucket of cold water on what Chinese automakers expected to be their top market for years to come,' said Stephen Dyer, head of the Asia automotive practice at AlixPartners, a consulting firm. Chinese entrepreneurs in Manzhouli are already exploiting the used car loophole in Russia's rules. A block from the Russian border, a year-old palace of a used car showroom in Manzhouli has towering bronze doors that open up to a 25m-high hall, all designed to lure Russian shoppers who want to beat the US$7500 fee. On sale are barely used BMWs, Land Rovers, Volkswagens and other popular brands no longer sold in Russia, as well as Chinese brands such as Zeekr and Hongqi. The staff explained that new cars were not available — but that used cars only a month old could be purchased and shipped. This article originally appeared in The New York Times. Written by: Keith Bradsher Photographs by: Andrea Verdelli ©2025 THE NEW YORK TIMES
