Taiwan Beer - History

History

The company today known as TTL had its origins in a government agency established by Taiwan's Japanese rulers in 1901. The Monopoly Bureau of the Taiwan Governor's Office was responsible for all liquor and tobacco products sold in Taiwan as well as opium, salt, and camphor.

In 1922 the Monopoly Bureau began brewing Takasago Beer through the Takasago Malted Beer Company. Light and dark varieties were produced. The price of Takasago Beer varied widely over the course of its manufacture, depending on the availability of imported Japanese beers in Taiwan and on the contingencies of the economy. As World War II reached its conclusion in the 1940s, matches, petroleum, and standard weights and measures also came under the Monopoly Bureau's authority.

After the end of World War II the incoming Chinese Nationalists preserved the monopoly system for alcohol and tobacco. Production of beer was assigned in 1945 to the Taiwan Provincial Monopoly Bureau. The name Taiwan Beer was adopted in 1946. The following year, production of the beer was assigned to the Taiwan Tobacco and Wine Monopoly Bureau.

In the 1960s locally produced ponlai rice ("Formosa rice" 蓬萊米 Pénglái mǐ) was added to the fermentation process, resulting in the distinctive local flavour for which the beer is known today.

Taiwan entered its modern period of pluralistic democracy in the 1990s. Free trade and open markets became priorities as Taiwan prepared for admission to the World Trade Organization (WTO) in 2002. Laws went into force that year that opened Taiwan's market to competing products. On 2002-07-01 the Monopoly Bureau passed into history. Its successor, the Taiwan Tobacco and Liquor Corporation (TTL, 台灣菸酒公司 Táiwān Yānjiǔ Gōngsī), is a publicly owned company that competes in the marketplace. TTL introduced a new brew, Taiwan Beer Gold Medal, by the end of its first year and has since introduced three more brews: Taiwan Beer Draft (another lager, for sale in restaurants) and two malt beers under the Mine label (Amber and Dark).

Taiwan Beer remains the island's best-selling beer brand and is one of the most recognized brands in Taiwan's business world.