2 October 2026 - ELMIR Craft Beer Brings Real-World Brand Strategy to the EMBA & MBA Classroom at ESA Business School

ELMIR Craft Beer brought its real-world brand-building experience to the Executive MBA (EMBA) & MBA classroom at ESA Business School, offering students an inside look at how an independent Lebanese craft brewery has built a distinctive premium brand by combining Craft, Science & Soul.

ELMIR Co-Founder and Brewmaster, Chris El Fadl, joined the EMBA & MBA cohort at ESA Business School for an interactive session exploring the journey of ELMIR Craft Beer, from its beginnings to its development into an internationally recognized craft beer brand.

The session focused on the strategic thinking behind ELMIR’s market positioning, differentiation, and brand development, with particular emphasis on how the brewery balances industrial precision with an artisanal soul. Students explored how ELMIR has built a premium brand rooted in Lebanese identity and local heritage while maintaining a strong commitment to quality, science, and brewing craftsmanship.

The discussion also highlighted ELMIR’s international recognition, with the brewery having earned 20 international beer awards, reinforcing its position as one of Lebanon’s most recognized craft beer brands on the global stage.

To connect strategic concepts with a tangible brand experience, the session moved beyond theory. Students were invited to taste ELMIR Pilsner, examining the beer itself as a live example of how product quality, brand identity, positioning, and consumer experience come together.

The session provided an opportunity for meaningful exchange between business education and a locally built brand, allowing students to engage directly with the challenges and opportunities of developing a premium Lebanese brand in a competitive market.

The collaboration reflects ELMIR’s commitment to sharing its experience, knowledge, and passion for Lebanese craft with the next generation of business leaders.