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DrinksTrade29AugustSeptember2012

News Casella launches Arvo Lion and Diageo announce new Wave of success for agreement Burleigh Brewing Diageo and Lion announced a After only being established since commercial agreement that will see 2007, Burleigh-based couple Lion manage the brewing, marketing Brennan and Peta Fielding left the and distribution of theGuinness World Beer Cup in San Diego with and Kilkenny brands in Australia, the much-coveted Gold medal effective 1 November 2012. The new for the German-style wheat beer agreement extends the partnership category, with the Burleigh HEF. Diageo has with Kirin (Lion’s parent “Wheat beer is a classic German company) in the Asia-Pacifi c region. and Bavarian beer style. Over in Kirin is Diageo’s distribution partner Europe they have a 600 year or in Japan, and Lion already brews and so head start on us in brewing distributes Guinness and Kilkenny that style. Our whole team has in New Zealand through a pre- worked very hard on perfecting existing relationship with Diageo. this style, so to have our brewing Daniel and John Casella “As the largest bottled spirits and recognised in this way, at the With the launch parties held in June at their Griffith base, the RTD producer in the market, we will ‘Olympics of Beer’ is a real thrill,” Casella family has officially entered the Australian beer market with the release continue to focus on growing our remarked Brennan. But the wins of two premium brews, Arvo 51 and Arvo 34. The state-of-the-art brewery, portfolio of market-leading spirits and just kept on coming, no sooner which was built within the company’s family in Griffith NSW, will have the RTD brands. We welcome the new had they returned home from their beer business to compete with some of the biggest brands – both domestic Diageo Australia managing director. Beer Awards in Melbourne over BEER & CIDERvictory at the World Beer Cup,Peta and Brennan were surprisedwith two Silver medals and thehighest award in its class for theirEuropean-style Duke Premiumfrom the Australian Internationalagreement with Lion in Australia, andat the same time, we have enjoyed asuccessful and productive relationshipwith Foster’s for the past nine yearsand would like to thank them fortheir co-operation,” said Tim Salt, capacity to meet any demand this year. “We’re expecting to sell a million cases in our first year, but it all depends on how it’s received -- we only expected to sell 50,000 cases of Yellowtail in our first year and we sold a million in 13 months,” said managing director John Casella. Mr Casella, who is also planning to add new products to the range, plans to grow the business and become one of the big players in the Australian domestic beer market. “We plan to grow our and imported. The only way we can do that is to listen to consumers and put the weekend. English-style My their preferences first.,” he said. Arvo 34 is a premium strength beer with Wife’s Bitter was also presented malty, spicy and citrusy characters; more bitter and hop-driven than its stable with two Bronze medals and HEF mate Arvo 51, which is very easy-drinking, slightly lighter on style, with a crisp, was recognised with a Bronze and refreshing and clean finish. Both beers compete directly with the premium a Silver. For a real taste of Burleigh imported beers that are currently outperforming our local brands in terms Brewing, a brewery visit is highly of sales growth. ”We are targeting 25 to 40 year old men who are already recommended – the Brewhouse drinking premium beers at the moment,” said Fiona Seath, Casella Wines Bar is open every Friday evening senior brand manager. The RRP is $18 per six pack and $49.99 per carton. and Brewmaster Brennan leads an in-depth tour and tasting session on the first Saturday of Lion to acquire Little Creatures every month. Full details are at WA brewers Little World Beverages (LWB), owners of premium craft beer brands Little Creatures and White Rabbit, are now valued at more New home for McLaren Vale Beer Company than $380 million following a takeover offer by Lion. LWB, which is listed in the Australian stock-exchange, will have its shareholders vote McLaren Vale Beer Company have started brewing in their new home. on the deal in September, while at the moment the bid is subject to The new four vessel, 35hL DME brewery is now fully operational Foreign Investment Review Board approval. “I have absolutely no and will produce all keg beer in the current Vale range, including concerns about lack of variety in the Australian beer industry,” Little VALE/ALE, VALE/DRY, VALE/DRK and VALE/IPA. Creatures representative Jason Markwart said in an interview with The plan was set since the company’s inception in 2008 to open a brewery Australian Food News. “There is an awful lot of innovation in the craft in their home of McLaren Vale. The first three years were spent building sector, and this is consumer-driven; people are looking for new and a passionate team of craft beer professionals and bringing a great product different, local options. There has been a move away from mainstream to market. The brewery has been the next, much-anticipated step. beers and towards local craft and premium imported beers. People “I can’t wait to pull up the bean bag and toast a big glass of beer with locals are drinking less, but choosing to drink better beer,” he added. and friends. It’s been a long and hard couple of years but an incredibly And to maintain the brand’s craft quality and identity, Lion has satisfying ride. This brewery really amplifies the possibilities for us. We’re agreed to maintain the Little Creatures Brewery in Fremantle. definitely in for an exciting future“, said head brewer Jeff Wright. Little Creatures, started in Perth in 2000 by three budding brewers, “As a brewer, there’s nothing more satisfying than lining your last year reported a revenue of $70 million. Lion, a subsidiary of toys up the way you like them and hitting the brew button. I’m all Japanese brewer Kirin, already has a 36 per cent stake in LWB. set now. All I have to do is keep brewing awesome beer.” drinks trade 33


DrinksTrade29AugustSeptember2012
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