Australia Trade Tasting Profiles Craft Beer exhibitor Australian Brewery.
Founded in 2010, Australian Brewery is a state of the art facility full of clean, sleek stainless steal. The brew room is quite impressive and makes you wonder if it was built to reflect their dedication to canning, a signature characteristic of Australian Brewery.
Australian quickly gained market traction as their line-up of unique canned beers won multiple awards and their dedication to building a fan base of die-hard consumers won them support around the country. From it’s canning line to it’s front office, the brewery is purpose built to produce some of Australia’s choice beers and ciders.
We had the chance to talk with Australian Brewery owner Marcello Colisimo on the rapid rise of Australian Brewery and his plans for it’s future.
Why is it that Australian Brewery strictly cans their beer and cider line-up?
It was an easy decision really, as a craft Brewer you are always
looking for the ways to ensure your beer remains as fresh as possible
for as long as possible. I mean in an ideal world everybody would be
drinking straight from our tanks, but after extensive research the next
best option was to package in cans. Zero light (preventing UV light
breaking down the delicate flavours.) Less oxygen pickup during
packaging than bottles and no oxygen leaks once inside (unlike bottles.)
Not applicable to taste but important to us as a company is the
environmental benefit, cans are lighter so leave a smaller carbon
footprint and have a higher recycling rate than bottles. So all-in-all,
cans were an easy choice for protecting our award winning beers.
Tell us more about the Canbassador competition, what was the overall response from your audience? It looks like you guys really boosted your brand recognition with the program.
Canbassador for us was about educating consumers on the benefits of
cans and connecting to a key target demographic of a young, creative,
socially engaged craft beer drinker. In a cluttered Australian craft
beer market it had an overwhelming response, converting casual drinkers
into passionate supporters of our beers and brand.
Australian Brewery takes part in a lot of local and national events. What message do you guys try and get out into the world when you are exhibiting?
Part of being a micro – craft brewery is about getting in consumers
faces and having them taste our beers. We have one of the highest medal
rates of any brewery in the country with champions trophies, and many
best in class awards; including two this year for our Pale Ale (Best in
class Australian Pale Ale CBIA / AIBA.) So we know customers will love
it, we just need to let them taste it. And the easiest way of getting in
front of a lot of people at once is trade shows and exhibitions. It also
helps that consumers at these events are already engaged.
You also spend a lot of time doing tasting at retail accounts – what do you find works best building support in your distribution channels?
As a small producer we don’t have the ability to provide rebates to
lock in stockists and tap share like the big multi nationals. So we have
to get pretty creative with our accounts. Tastings are very important
and we run them weekly, but we also offer staff incentives etc. However
what works best, and what we love to do the most is to bring the venues
staff out to the Brewery for lunch, a brewery tour and of course beers
with our head brewer. This gives the staff the confidence to sell our
products. In our experience if the staff love it, they will pass that on
How are you planning on taking advantage of your presence at Australia Trade Tasting?
We have begun exporting our beers to Japan with quite a lot of success.
The next stage of our distribution is to take this further with an eye
to meet distributors for other Asian countries and America. We are also
looking to boost our national distribution in Australia. AuTT looks to
be a great place to connect with a variety of industry leaders in the
Australian Brewery has built a successful national brand over the course of a few years. As they continue to grow and build markets around the world, they will be spreading their passion for their namesake country. They’ve put themselves in an exciting position to represent both Australia and craft beer together and are poised to be a bright spot in the industry for decades to come.
Are you a beer distributor looking to source new and innovative Australian craft beers? Get Involved at Australia Trade Tasting.