(Jeannette on the left, Migs on the right).
Beer is one of the oldest beverages in the world. What many people may not realise is that some of the earliest brewers were women. Back in Mesopotamian times, brewing was done by females. At Asia Pacific Breweries Singapore, that story continues. Women across our business are shaping how beer evolves, how it is experienced, and who it is for.
Among them are Migs and Jeannette, part of APBS’ Innovation team, whose work is helping reimagine what beer and beyond beer can be for a new generation of consumers.
Finding their way into beer, unexpectedly
For Jeannette, working for a beer company was never part of the plan.
“I’m not a regular drinker, so having this opportunity in innovation is interesting. I thought that if we can come up with products that not only appeal to women, but also people who don’t drink, or people who are just starting to explore, that’s amazing. That’s where you tap into new white spaces.”
Over time, she saw how quickly the industry evolves.
“Taste preferences change. You notice how people move into flavoured categories or beyond beer products. That’s where we see opportunities to find things that resonate better with women and shape the industry forward.”
For Migs, innovation starts with understanding consumer needs and how connecting occasions are changing.
“Younger consumers are more intentional about their occasions. Connecting doesn’t always have to be in a bar setting. Sometimes people want something more elevated, something that fits a different mood or moment,” she said.
Bringing new perspectives to innovation
Both believe their perspectives help ensure no consumer is overlooked.
“As women working in beer, I feel that we are able to serve the underserved,” Jeannette shared. “Every time we conduct consumer research, we ensure that women are part of the research target audience, to capture their preferences,” This insight influences how the team approaches innovation from an inclusive perspective, from taste to positioning to packaging.
“We look at consumers as a whole. Some consumers are moving towards lower alcohol or lower calorie options, so we explore what that means and how we can respond.”
Their proudest innovation, in the beyond beer category
One of their proudest projects was working on Odd Company, a new innovation in the beyond beer category launched in Singapore in 2025.
“We started by identifying the white space,” Migs explained. “There was a demand space where beer wasn’t really playing. It skewed towards women and younger consumers who wanted something more elevated, who live for new discoveries.”
Instead of launching another beer, the team explored how to create something that better matched those occasions and preferences. The process involved extensive testing and listening to consumers.
“We started with more than 50 flavours,” Jeannette recalled. “We then narrowed it down step by step. There was a lot of tasting involved, including sessions with consumers. Some said they preferred tropical flavours because it reminded them of the climate in Singapore. So, we took those insights and applied them to our product development.”
Seeing the brand gain traction in market validated the team’s work. It showed that they were responding to a real consumer need and creating something relevant for today’s drinkers.
Advice for women building their careers
When asked what advice they would give to women building their careers, both Migs and Jeanette shared what has guided them in their own journeys.
“Women don’t wait for opportunities. We create them. That’s very in line with innovation. We create and make things happen.”
“There’s always opportunity for women to support each other. Mentors and teammates make a difference. Women supporting women helps everyone grow.”
Cheers to Women in Beer!