With the support of the government, Shangri-La City's first beer brewery was founded in 2009 by Songtsen Gyalzur. The initial investment was expanded in 2013, and formal production began in June 2015. The brewery was established in an intact cultural and natural environment in cooperation with Swiss and German beer experts. In order to meet the annual needs of China's growing domestic craft beer market, the brewery management decided to expand the production line and began building a new brewery in Shangri-La Industrial Park in 2013. The Shangri-La Highland Craft Brewery applies
German beer purity laws, or
Reinheitsgebot. Shangri-La Beer's CEO, Songtsen Gyalzur, was born and raised in Switzerland. His mother was an orphan who moved to Germany and began her studies after her adoption by a young German doctor couple. At the age of 36, she returned to her hometown in Tibet and established its first orphanage, "Tendol Gyalzur Children's Charity," and she still continues to care for children. Songtsen Gyalzur opted to give up his real estate company in Switzerland and return home to
Shangri-La City to assist his mother with the orphanage. He started a business in his hometown,
Shangri-La City, to support his mother's project and address the employment issue of the young people who grew up at the orphanage. Songtsen Gyalzur established the Shangri-La Highland Craft Brewery, which employs young people from the orphanage and supports local agricultural development. Eighty percent of the brewery's employees are people who were raised at the orphanage. Part of the company's proceeds are donated to the orphanage’s daily operations, and a highland barley planting base of 583000 square meters was established locally. ==Location==