According to the tale, the origins of beer date back to ancient civilizations such as the Sumerians, Greeks, and Romans, and it has been consecrated as one of Europe’s and particularly Germany’s most important beverages. In fact, today, the German country is recognized for being the birthplace of beer culture, hosting one of the world’s largest festivals dedicated to this beverage: Oktoberfest.
That devotion to beer and its traditions were what Tomás Olavarría from the commune of Quilpué could experience firsthand during an exchange in the city of Konstanz in the land of castles nearly 10 years ago. That trip would mark a turning point in his entrepreneurial story: “Germany was my inspiration to enter the brewing industry, and I was fascinated. What struck me the most, aside from their quality, was the social connection with beer,” explains Tomás.
During that trip, Olavarría saw how the fermented beverage was a symbol of unity and celebration among family and friends, different from what he saw at that time in our country. “Here in Chile, the bars were still very dark, with very loud music, partying until late. There, everything was very beautiful, gatherings until early hours, it was a very different concept,” explains Tomás.
With that idea in mind, upon his return, and from his parents’ kitchen in Quilpué, he brewed his first 100% artisanal beer. He started with a small production of 20 liters per month, and everyone who tasted it gave their approval. “In 2021, we launched with our plant and won Impulso Chileno, where we received funding and training. I was able to acquire a cold room and a bar so that customers could taste Kreyer in a nice and familiar environment,” Olavarría recounts.
Growth, community support, and sustainability
He went from producing 3,000 to 18,000 liters per month, gained new partners, which allowed him to build a new 500m2 plant and brewery that he inaugurated this year at Magdalena Fernández 2490 in Quilpué. It features a beer tap bar and offers different flavors such as American Amber Ale, Dark Lager, German Pilsner, and West Coast IPA, and also has the capacity to accommodate 80 people.
“We are a project based on the circular economy; we seek to be a sustainable brewery, promote the local economy, be environmentally responsible, and support our community,” explains the entrepreneur. In that line, Cervecería Keyer welcomes artists and five other local ventures such as board game cafes, pizza places, kombucha brewers, and plant shops to create a cozy, family-friendly environment, just like what he had always dreamed of since his trip to Germany.
A new boost: entering the retail market
In the month of entrepreneurship, Fundación Luksic and Cencosud signed an alliance to continue supporting the winners of Impulso Chileno. The agreement invites them to participate in the “Our Suppliers” program so that the program’s winners can enter Jumbo and Santa Isabel supermarkets’ physical and digital channels with their products.
This is how Cervecería Keyer is already present in five Jumbo stores in the Valparaíso Region and will soon be in the Metropolitan Region. “Entering Jumbo not only means a tremendous showcase and sales but also signifies a badge of quality, that we are doing things right and that we are professionals,” explains Tomás.
Despite the pandemic and economic recession, the entrepreneur says that from 2020 to 2023, they managed to double their turnover and have a staff of 12 people. With much excitement, Olavarría explains his future plans: “Now comes the bet for massiveness, entering the retail market is a tremendous opportunity. We will continue working as we have been, hoping to position ourselves at the top of our country’s brewing industry.”
