John Pemberton

From IKEA director to Vietnam's craft beer pioneer — building Asia's premium craft beer brand

Notable Quotes

“Craft beer in Vietnam is still in its embryonic stages and there's lots of work to be done.”
Source: Vietcetera

“The Vietnamese are accustomed to intense, bold flavors in their cuisine. This enables them to naturally appreciate the profiles of complex beers.”
Source: Vietcetera

“We treat our brewery more like a playground. Our goal is to really push the envelope.”
Source: Vietcetera

Advice

Build with regional vision from day one

"The idea of expanding across Asia wasn't even a conversation. It was baked into the plan from the start." Don't wait until you're big to think about scale.

Understand local consumers

Vietnamese palates love intense, bold flavors. They naturally appreciate complex beer profiles. Don't assume they only want light beer.

Treat your brewery like a playground

Continuous experimentation and innovation. Every new beer is an experiment. "Vietnamese are naturally curious, and that curiosity is genuine."

Key Highlights

✓Founded Heart of Darkness Brewery (2016) — Vietnam's leading craft beer brand
✓Country Champion Brewery at Asia Beer Championship 2023; multiple international awards
✓Expanded to Singapore and Thailand; hundreds of beer varieties released
✓From self-taught homebrewer (while at IKEA) to building a regional brand

Biography

John Pemberton was born in Australia, raised in England, speaks Mandarin, and has lived across Asia (Hong Kong, China, Vietnam). In the 1990s in New York, while working as a Sourcing Operations Manager, he developed a love for craft beer through America's emerging craft beer movement. In 2013, IKEA brought him to Vietnam as Deputy Trading Area Manager, managing sourcing across Southeast Asia. Disappointed by the lack of quality craft beer in Asia, he began homebrewing. When friends loved his beer and encouraged him, Heart of Darkness Brewery was born in 2016 in District 1, HCMC. Since then, Heart of Darkness has released hundreds of beers, winning multiple international awards: Country Champion at Asia Beer Championships (2023), awards at Tokyo International Beer Cup, AIBA Melbourne, and Hong Kong IWCSC. The brand has expanded to Singapore and Thailand. Their bestseller Kurtz's Insane IPA (102 IBU, 7.1% ABV) is particularly popular with Vietnamese drinkers.