In Malta, POPP has become the name synonymous with craft beer. We speak to the owners, Miguel and Robert, about their new shop in Gzira and the joys of craft beer!
The start of craft beer was small and isolated but craft brewers have in recent years transformed the global beer market. This emergence has seen craft beers not only available in bars but also in various shops around the globe. In Malta, POPP has become the name synonymous with craft beer.
POPP is known for importing some incredibly good craft beer from some of the best breweries around, including some excellent local ones. So, how did POPP start? Miguel told us how POPP came about from an idea that he and Robert discussed one time in November 2019. “He was my client back then and we had helped him develop his brand ‘The Craft Beer Company’ at my design studio Panda. We spoke about combining our skills and creating a webshop selling craft beer and nice drinks with a cool brand and attitude”.
The COVID-19 pandemic left a deep negative impact on the retail sector. Whilst many outlets have chosen to shift their focus on an online presence, POPP went in the opposite direction. Already having an online store, POPP recently added a shop in Gzira to their original digital only sales basis. Quite a milestone in such times!
“Seeing our brand going from just an online presence to one that exists in physical space is pretty cool I must admit” Miguel told us. “It’s pretty ace” Robert added, “The brick and mortar store gave much more life and personality to our brand. It’s awesome sharing all the cool stories behind the brands we stock with our customers”.
POPP in Gzira is based on a hybrid concept with focus on retail but also serving as a craft beer bar with beer on tap. Basically, it is a place where you can shop some great craft beers, but also enjoy a cold one with friends.
What is craft beer though, and how does it differ from commercial beers? For Robert, it is summed up in two words; Small and Independent. According to the American Brewers Association (ABA) a craft brewery is defined as ‘small’ (annual production less than 6 million barrels), ‘independent’ (less than 25% owned or controlled by an alcohol industry member that is not itself a craft brewer). The ‘traditional’ element depends on ingredients and fermentation (50% or more if the beer brewed derives its flavor from ‘traditional’ or ‘innovative’ brewing).
The increased popularity of craft beer has helped to seriously dent decades of dominance of a few global multinationals, which have been mass-producing beer for decades. What distinguishes these breweries from larger breweries is that they produce ‘different’ types of beer, and on a ‘small’ scale.
According to Robert there are defining factors that make a quality craft beer are the quality and freshness of the raw materials, as well as the brewers hand. “In general though, commercial beers are uniform and mass produced without the complexities and depth of flavour an artisan product can offer”.
Most craft breweries start off small and serve a small group of local customers. To grow they need to access customers through retailers and bars. In many countries, craft breweries were started by individuals inspired by different beer varieties in other countries, where others had often experimented first with home brewing.
These creative young brewers came up with radical flavours which have made craft beer popular. Does it live up to the hype though. According to Miguel there is much more to it than just the hype “It’s the science of brewing and fermentation. I like to compare master brewers to master chefs, they dedicate their lives to the creation of new brews, pushing the limits of flavourful explorations. And craft beer has really and truly has been around for thousands of years already so it did overcome the hype”
Whilst sometimes associated with hipsters, craft beer is for a much larger audience. To Robert, it is for anyone with an open mind! “Anyone who enjoys a quality drink can get lost in the myriad of styles and flavours craft beer has to offer”. Is craft beer popular in the Maltese Islands though? To Robert, POPP has come a long way these last couple of years but still has the potential to grow much more popular. “Initially craft beer was mainly consumed by tourists and expats. Now, many locals are getting into the scene. We are seeing it more clearly now with the interaction we are getting from our customers both on our socials and in-store”.
With the variety of beers and their colourful appearances, going around the shop looking at all the craft beer types certainly feels different to just looking at them online. Visiting POPP in Gzira also gives you the chance to interact with the owners, discuss different beer types and flavours and get some insights into what to look for. Stout, porter, IPA, pale ale.
There are so many types of beer. If in doubt about what to choose, how does one figure it out? “It all depends on what you like and what you have tasted in the past” according to Robert. “Skipping lagers and wheat beers, usually an easy style for a craft beer novice is a Pale Ale. It’s all about balance. Not too hoppy, not too malty and not too alcoholic”. In the end, to him the characteristics of a great beer are depth of flavour and complexity; “Like a game of Jenga, lots of layers”.
Beer drinking is traditionally associated with males though. Can craft beer change that? Miguel tells us how POPP gets loads of female beer drinkers as there’s so many different types of beer and different taste profiles “surely everyone (whether they think they like beer or not) will find a beer that they love at POPP!”
What struck us when we visited the shop was the in-depth knowledge of what was on offer. With so many new beers arriving at the shop each time, we asked Miguel to describe us the excitement of trying a new beer each time! “My favourite moment is when you’re about to pop a can or bottle of good beer open, that millisecond before you get to smell and see the pour and then take the first gulp. Actually, I’m gonna go do just that!”
So let’s talk beers then! So many countries pride themselves on their beer being the best. Which one is their favourite and does Belgium still top the list? “Belgium has the tradition of brewing some of the best classic beers” Robert told us. “Tradition does come with a heavy baggage and although there are some great modern micro breweries this has somehow impeded the experimental brews other countries like the US, UK and Nordics are famous for. I personally have a soft spot for Nordic and UK breweries”.
As for Miguel, his favourite brands are Scandinavian “Omnipollo (Swedish) and To Øl (Danish) as I find they like to push the limits of experimentation most and that’s what I appreciate most in this scene”. As for what they think is the future of craft beer, Robert thinks we are still in the early days, but the future is bright, “especially when looking at how the scene evolved in other countries and how other similar categories progressed in Malta”.
As an entrepreneur, what advice would they give to anyone looking to start their own business? “I’d say not to be afraid to act on your business idea” Miguel told us. “If you believe in your concept, study the market, do your work, brand it well and take the plunge” For sure he believes that if you are going to do something, do it right “mhux ejja ha mmoru 🙂 You clients will appreciate the extra effort you put in”. For Robert, it is all about planning well, not overthinking and just doing it “There will be ups and downs but never compromise on what you set out to achieve”.
For anyone who hasn’t been to the POPP shop yet, what can they expect to find at Popp? “I know it’s a cliche but there’s something for everyone. Well everyone that loves a nice quality tipple that is”. Miguel adds that “Apart from 200+ craft and belgian beers to choose from, there’s a really nice wine section, a small but nicely curated spirit section, ciders, sodas, mixers and yummy quirky snacks”.
Whether online or at the POPP store in Gzira, POPP has an immense selection of wines and spirits along with their huge selection of craft beers, as well as a variety of snacks. There is also the now famous Hoppy Xmas Advent Calendar, which grows in popularity each year, as well as some fine Christmas hampers for the season.
POPP has it’s very own delivery service, meaning you can get your drinks delivered straight to your door. POPP offers free deliveries in Malta on orders over €50 and same day deliveries (depending on location) and free deliveries in Gozo on orders over €120. Check out their page for more details.
