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Trade Buyers’ Guide

Top Tips to Grow Your Sales Where to Start: Craft Beer 101 How to Sell It & Staff Training Includes Local & Imported Craft Beers & Ciders

150 years of crafted beers.

Celebration Ale. Hand-made by the Cooper Family to celebrate 150 years.


contents WELCOME to the first edition of the Craft Beer Trade Buyers Guide, brought to you by Beer & Brewer magazine and The Intermedia Group of liquor titles: National Liquor News, Australian Hotelier and bars&clubs magazines. We hope this book becomes an annual edition, with the aim of encouraging you, the retailers both on-premise and off-premise, David Lipman to stock craft beer, understand it, train Publisher staff, and drive revenue for your business, thereby helping the craft brewing industry sell more and help satisfy the growing demand for craft beer from consumers. Every beer has its place and occasion, and this book is not about saying mainstream Lager is bad beer as 95% of all beer consumed in Australia is Lager. This book is about highlighting a category called craft beer that is growing and has many benefits to the retail business in driving revenue – not just for the craft beer itself with increased revenue and Gross Profit (GP), it also matches with food and thereby increases revenue in a bistro or dinner event. In summary, craft beer is flavoursome beer with a unique recipe brewed by both small and large brewers. Suitable for all occasions. Best selling styles include Pale Ale and India Pale Ale (IPA). Beer and food matching is a common concern for customers. It’s best to sort craft beer by country by brand in off-premise and by style on-premise. Store craft beer in a cool, dark place. Staff training is crucial. Serving craft beer in glassware is essential. Congratulations on wanting to learn more about craft beer and incorporating it into your venue.

What is craft beer & why you should consider selling it.......o4 How to taste craft beer..................o6 Building a craft beer list & staff training...........o8 Beer & food matching.................. 10 How to sell craft beer.................. 12 How to store & serve craft beer......... 14 Glassware................. 14

ADVERTISER’S INDEX Billabong Brewing (WA)....... 29 Hickinbotham Winery & Brewery (Vic).................... 19 Birra Italiana........................ 29 Inter Beer Company............. 21 Bootleg Brewery (WA)......... 30 Bridge Road Brewers (Vic).... 28 Lord Nelson Brewery (NSW)... 18

Sail & Anchor (WA)............... 31 North Down Craft Beer Movement (Vic)........... 25 The 3 Ravens Old Mout Cider (NZ)........... 30 Brewing Company (Vic)....... 28

Palais Imports....................... 9 The Australian Brewery (NSW)................... 20 Red Duck Brewery (Vic)........ 29 Matso’s Broome Brewery (WA)...7 Coopers Brewery (SA)...... 2, 17 Thunder Road Red Hill Brewery (Vic)........... 30 Brewing Co (Vic).................. 11 Moa Brewing Grand Ridge Brewery (Vic)........... 24, 25, 32 Company (NZ)...............26, 27 Redoak Brewery (NSW)......... 13 William Bull Brewery (NSW).... 5 Hawthorn Brewing Co (Vic)....23 Nail Brewing Australia (WA)... 16 Rocks Brewing (NSW)........... 15 beerandbrewer beerandbrewer Published by: Beer & Brewer Media Pty Ltd ABN 90 155 638 494 Tel: (02) 9660 2113 Fax: (02) 9660 4419 41 Bridge Road (PO Box 55) Glebe NSW 2037

Publisher/Advertising: David Lipman Email: Editor: Stefanie Collins Managing Editor: James Wells Contributor: Paul Wootton Graphic Designer: Leanne Hogbin

Distributed for free as an onsert in National Liquor News, Australian Hotelier and bars&clubs magazines, 18,000 copies. December 2012. Printed by Webstar, Sydney

Disclaimer: The opinions expressed in this book do not necessarily reflect those of the publisher. Although all material is checked for accuracy, no liability is assumed by the publisher for any losses due to the use of material in this book. Copyright 2012 by Beer & Brewer Media Pty Ltd ABN 90 155 638 494. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means (electronic, mechanical, photocopying, recording or otherwise) without the prior permission of Beer & Brewer Media Pty Ltd. Selected images copyright for the venues as provided to Beer & Brewer magazine. All rights reserved.

Craft Beer Trade Buyers Guide  3


What is craft beer & why you should consider selling it


hile the overall beer market is in decline, there is one sector that is consistently growing: craft beer. But what is it and how can it work in your business?

Definition Craft beer, or boutique beer, is not easily defined, even by those working in the industry. However, the general consensus is that craft beer is about making beer that’s interesting and has a wider flavour profile, is generally small batch, by small/boutique/microbreweries with more handmade qualities, as opposed to the mainstream Lagers available. It can be challenging but it is beer that is not about the bottom line – it is about flavour. And whether a company is multi-national or one guy in a shed, it is a philosophy that crosses boundaries. According to Cam Pearce, National Marketing Director for Coopers, the term ‘craft’ can be used to cover a large range of industry stakeholders – including Coopers itself. “Within the craft segment, which is around 4% of the total beer market and the fastest growing segment, you’ve got your mainstream craft offerings from Lion and CUB (in James Squire and Matilda Bay), you’ve got some retail offerings with Woolworths’ own brands (in Sail & Anchor), you’ve got products we make such as Sparkling Ale, Celebration Ale and Vintage Ale, and then the small micros [see advertiser index on page 3 for examples], and pub breweries that are almost just doing restaurant trade but do have their own brands. So it’s quite a mix.” Consumers more understand the term ‘boutique’ rather than ‘craft’ as it implies better quality and smaller production scale. It is about walking into a BBQ with a six-pack of something no one else has, and it is about the customer seeking out flavour. Craft beer is exceptionally important right now. There are possibilities for all sectors of the liquor market, both on-premise and off-premise, to benefit from selling craft beer. Craft beer is a little luxury, an affordable luxury. You might spend $30 for a bottle of beer and that will

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Malt, hops and yeast: where the aroma and taste in craft beer comes from get you the best beer in the world – what would that get you with wine?

Statistics Nielsen confirms that craft beer is growing at a rapid rate in an ailing off-premise beer market. And while they are quick to point out that the two percent long term loss in the market is lower than it has been, the double digit growth in the off-premise craft beer sector is the real story. And it’s not just a bubble that is seen in Australia, mature beer markets in the UK, US and NZ are reporting the same growth patterns in the craft sector. Data from BarScan suggests that not only does craft beer sell for around a 20 per cent price premium per serve compared to a standard full strength beer, it is also growing in venues at a rate of 65 per cent year on year, even though it is only available in just over 40 per cent of venues. And the sector is showing no signs of slowing. According to a forecast survey by Datamoniter, specialty beer is set to increase its value by 4.2 per cent by 2014, with standard Lager at 1.4 per cent growth, and the ever popular premium Lager sector at only 2.9 per cent over the same period. And this is at a time when the same survey predicts a drop in overall beer consumption by 0.7 per cent by 2014.

Why Sell It? According to Trystam Hayden, Brewery Manager at the Lord Nelson Brewery Hotel in Sydney, the demand for craft beer has never been higher. “We’ve been brewing our own craft beer for 25 years and there’s a lot more interest in it now; compared to even 10 years ago, when you really had to sell it,” he says. Andrew Hickinbotham, owner of





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Brewed with great character.


feature Hix Beer (Vic), is having trouble making enough beer, though he admits that his scale of production is still on the small side. “We’ve only been making beer for five years and we’ve been doubling sales on an eight month basis,” he says. “Last year we made about 40,000 litres. This year we’ll probably be making 60,000-70,000.” Importers are finding the market expanding too. Craig Jessup of Palais Imports, explains: “Brooklyn [Brewery (US)] exports to about 20 countries worldwide. After the first year of us importing their beer, Australia was the ninth largest export market. Australia is experiencing a really strong interest in all kinds of craft beer.” There is an economic advantage to stocking and selling craft beer as well. Ben Nichols, co-owner of Scratch (Qld) says: “You do get better GP with craft beers but it’s about getting bang for your buck. The difference in quality between craft and non-craft is huge so [customers] don’t mind paying a few dollars more.” Corey Crooks from the Albion Alehouse (NSW) also points out it’s not just about percentages in the pub game it’s about bankable dollars. “Do you want to get 65 per cent on $5 for a schooner of mainstream beer or 60 per cent of $8 for a 320ml glass of craft beer?” According to Neal Cameron, at the Australian Hotel & Brewery (NSW): “A lot of retailers who want to get into craft beer are now motivated by their customers saying we don’t want the same old stuff anymore.” Cameron also pegs potential GPs of 68-70 per cent. Craig Jessup says: “GP is important... if a product sells. Nine years ago a retailer might buy four cases of craft beer and it could sit on the shelves for six months. Now interest in craft beer is growing, as a product it means something so retailers can make a better margin from it. It’s not something that’s going to go away.”

How to taste craft beer


eaching customers and staff alike how to taste beer is equally important in both off-premise and onpremise locations. Everyone knows to swirl wine to release the aromas but how many people would know that beer should always be in a glass, let alone that you should always swirl and sniff before tasting? According to John Stallwood, Nail Brewing (WA), it is important to recognise what a beer should look like in the glass – not only the colour but also the clarity. “You need to pour the beer into a glass and pay attention to the colour and

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Aroma accounts for 80 per cent of flavour appearance. Is it supposed to be clear? Is it supposed to be cloudy?” And don’t allow customers to be put off by the dark colour of a beer if they don’t like Guinness – most Stouts have an amazing range of flavours including coffee and chocolate that are completely different to the Irish staple. He also maintains that it is important to be challenged by beer and not to be put off – if a customer doesn’t like one style, keep going until you find one, after all not everyone drinks every wine style that is out there. Ian Kingham, the man in charge of beer strategy for Dan Murphy’s, ALH and BWS, concurs that beer should always come from a glass. “You need to be able to see it, when you pour it you agitate the head which allows the aroma to be released, smell’s a big part of taste,” he says. He also recommends gathering information from credible sources on how to taste beer – if you know how to taste it, you will be in a better position to know how to judge it and sell it. And if you really want to get technical, try checking out a credible online source like the BJCP Style Guidelines or enroll in a short course.

Some steps to follow include: • Check the style of beer so you know what characteristics to look for and temperature to serve at • Pour into a suitable glass to release the aroma • Check the appearance/colour/carbonatation – is it appealing to you? • Smell for hops, malt, yeast, by swirling the glass • Taste for sweetness, bitterness, salt and sour • Body and Balance – are you tasting what you smell? • Finish – is the beer dry, bitter, sesssionable, warming? • The more you taste, the more experience you will gain in recognising the various characteristics of craft beer.

MA D I F O D N U T! O Y Unique handcrafted beers

For Wholesale Enquiries: WA - Dave Mullen Wines (08) 9240 1644 NSW - Vintners Merchants (03) 9872 5775

VIC - Vintners Merchants (03) 9872 5775 QLD - Beers Galore 0412 123 088


Building a craft beer list & staff training


uilding a craft beer list is much the same as building a wine list, it is important to cover the main popular styles, offer variety and something a bit quirky to challenge a customer’s palate. No business would solely offer NZ Sauvignon Blanc – despite its popularity – so why only offer a range of mainstream Lagers? The key is to have beers that offer drinkability and not to just rely on the craft offerings from mainstream brewers – throw in a couple of local microbreweries to make things interesting. Craft beer drinkers are repertoire drinkers, buying around seven brands per month, meaning retailers need to rotate the beers to keep customers coming back to see what is new. Ask your customers what styles they are interested in, see what sells in terms of brands and style and keep an eye and ear out for new and upcoming craft beers/breweries – it is surprising how few businesses do this. And suppliers like Palais can assist in working through the trends and sorting out issues of demand in a constantly changing scene. According to Ian Kingham, tasting beer yourself is important but so is matching your tastes against sales data. “Drinking beer is a personal thing,” he says. “There are plenty of beers I love that not many people buy. There are plenty of beers I don’t like that are very popular. You’ve got to understand what your tastes are and how that compares to the market.” Websites like Rate Beer allow consumers to rate their favourite products, providing excellent data for savvy retailers to access for free. Most importantly, listen to your customers. What beers are they drinking and what are they asking for? The industry consensus right now is that Pale Ales and IPAs are what is popular with consumers. As Trystam Hayden points out: “Pale Ales are the springboard to craft beer. And within that category there’s so much variety. We’ve got a British Pale Ale, an American Pale Ale and an Australian Pale Ale all on at the moment.” And Peter Bottcher Venue Manager of the Sail & Anchor Hotel (WA) concurs. “We’ve just launched four of our beers and our Pale Ale on tap probably sells four and a half times more than anything else we’ve got.” But as Corey Crooks points out, there is plenty of variety. “Pale Ale is probably the go-to in craft beer in

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Australia,” he says. “Once [customers] become more educated and their palates develop, they branch out.”

Staff Training Staff training is paramount to gaining your customers’ trust and getting them to buy a more expensive craft brew. According to Peter Bottcher, his venue tries to have staff training at least once a month for both new and old staff. “We do group training sessions,” he says. “Cellar training, beer tasting, beer general knowledge and the technical side of tasting [are included]. We’ve also got a culture that encourages people to have a good knowledge of beer and that’s as important as sit-down training.” Corey Crooks says, “People read there is a trend and just put 32 craft beers in a fridge. If they don’t understand it won’t work. There’s nothing more frustrating than buying a Belgian Tripel, that you’ve just paid $22 a bottle for, and they just slap it on the bar and you don’t even get a glass. [You have] got to invest in staff. [Venues] fall over by not having the right staff.” Neal Cameron says, “We love showing people round the brewery, give them lunch and get them tasting the beers – it is a great way to train staff.” Bottle shops too need to keep their staff trained and aware of new products. Warner’s at the Bay (NSW) may have 1300 beers in store, but Mark Mead says his staff are having a good crack at tasting them all. “The team does a good job of tasting style groups to get a handle on a frame of reference from which to work,” he says. “If staff are confident in what they’re talking about it will make sales easier – customers will be reassured and more willing to shell out the extra dollars you are asking for a boutique product.”

feature Beer Cartel (NSW) gets all levels of customer knowledge through their doors, meaning that staff have to be prepared. “Educated staff members can chat about flavours with customers and really get to the bottom of what they want,” says Geoff Huens. “Ask what a person normally drinks and use it as reference to make some new suggestions. Customers expect service as part of their experience and will come to trust the recommendations if they know they’ll get what they are looking for in terms of style, flavour and enjoyment.” Joel Beresford from Cellarbrations Carlisle (WA) says, “Some customers really know their stuff so you can lose a lot of face by not knowing what is going on. The customers have to trust you.” When training your staff it is important to get help from the experts. Ask the brewers and ask the suppliers if they are able to give tips or even do a tasting session – Craig Jessup for one is always keen to get on board. “We love it when someone asks us to come in and do some staff training,” he says. “We do it as much as we possibly can. When someone asks it means a lot – it means they care about craft beer. That goes a long, long way to helping their staff look after their customers and that then turns over the more expensive beers [in their stock].” Jessup also says it is important to ensure that staff can pronounce – or come close to pronouncing – the names of the different styles. Get these things going and your staff will be well ahead of many in the industry, and if they are enthusiastic about their product the business will be well on its way to creating trust and loyalty among customers, whether they are drinking at the bar or buying to take away. Ian Kingham notes that ALH staff induction includes a top line knowledge of how beer’s produced, what styles there are and more. Additionally ALH works hard to make sure that new products going out to venues are supported with relevant information and advice. “We continue to spend more time talking to our people,” he says. “But we try and keep our messaging fairly simple – we don’t want to create a whole load of beer geeks, we want to create a lot of people who have the tools to explain beer simply.” According to many off-premise store managers one of the most common questions these days is “What should I cook to go with this beer?” This is something Anthony Young from Plonk (ACT) is very aware of too. “We’re located in a market space with butchers, greengrocers, bakeries and more,” he says. “So we get a lot of people buying their food and their beer together. That means it is imperative that we have staff that can match beer and food flavour profiles for our customers.”

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Tasting board at Redoak Boutique Beer Cafe (NSW)

Beer & food matching


eer is incredibly versatile with food and can complement, contrast or cleanse. According to Trystam Hayden, much of it is about personal taste, though there are a few guidelines. “You can have big, malty strong Ales with cheese and chocolate; or Pale Ales with seafood or something spicier,” he says. Hickinbotham Winery & Brewery (Vic) recommends both a beer and a wine to match every dish on their restaurant menu – something that customers really appreciate. A quick reference of beer styles and food groups for pairings follows, however it is fine to mix things up: • Seafood – Witbier, Koelsch, Pale Ale and Golden Ale (grilled white fish with lemon, prawns and scallops). Pilsner and Hefeweizen (battered fish, salmon or mussels). APA (tuna). Stout (oysters). • Chicken – Pale Ale and Golden Ale (skinless). Pilsner, APA and IPA (chargrilled). Dark Lager/Ale (roast). • Red Meat – Amber Ale, Dark Lager, IPA, Porter (chargrilled). Bitter (lamb). • Spicy Food – IPA, German Pilsner (Thai, Indian). • Vegetables – Pilsner (steamed). APA and Strong Belgian Ale (chargrilled). • Chocolate – Porter (milk/brownie/mousse). Stout (dark). Fruit or Lambic (fruit infused). • Cheese – Golden Ale and Strong Belgian Golden Ale (brie/gruyere), Strong Belgian Ale, IPA and Farmhouse/ Strong Saison (blue/stilton), Barley Wine (vintage cheddar), Amber Ale (cheddar), Porter (smoked).

Phone Orders: 1800 831 817


How to sell craft beer


elling craft beer is all about information. The more informed a customer is, the more likely they will be to try something new.

Understand each craft beer’s story For Cam Pearce the most important thing is to explain the origins of a beer as well as its features. “At the venue level, explaining in our case the uniqueness of our bottle-fermented beers is important,” he says. “Providing the right product information is very important, especially in the craft segment where consumers are discerning so they’re looking to try things but they’re also looking for information to help make those decisions. So providing information about the beers, their history, how they’re put together, what makes them unique, is especially important in that segment.”

Tastings For venues introducing new craft beer taps, offering tasters is also key to getting people to be more adventurous. “We don’t charge for tasters here,” says Peter Bottcher. “We’re about growing craft beer. We want people to choose craft and the only way they’re going to do that [initially] is by tasting it.” Mark Mead says, “We strategically place the mainstream Lagers behind the growler station, as we always have free tastings – in my experience, if you can get someone to actually stand still and taste a new brew they are far more likely to buy it.” Casual tastings from growler stations and open bottles are important and don’t require the presence of a rep. Beer Cartel (NSW), Plonk (ACT) and Cellarbrations Carlisle (WA) all host beer tasting events to get customers to branch out. Beer Cartel has a tasting room where they run themed events, Plonk runs their Expression Sessions on a regular basis and Cellarbrations Carlisle has their own beer club, Grain Cru.

Events The Lord Nelson (NSW) has Brewer’s Table events for 12-20 people – the $70 a head cost covers a five course meal with beer pairings. Scratch (Qld) does Meet the Brewer events that cater for 50 people at $30 per head and include five beers in the ticket price.

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Beer & Brewer magazine 5th birthday dinner (Archive, Qld) The Albion (NSW) hosts brewers from all around the country with 100 people at about $100. Corey Crooks adds that a lot of these events have brought a lot of wine drinkers into craft beer and change a lot of opinions about what people want to drink with a meal. Beer importers, distributors and brewers are available for in-store events. Craig Jessup organises an in-store tasting in each state for every Friday afternoon. “It works really well – it trains the staff, then the people at the tasting who like it, some of them will buy the beers then and there, others will come back another time and buy them.”

Promotions Try 10 per cent off a mixed 6-pack or 10 bottles of craft beer for starters or if you install a growler station, institute a sort of happy hour on a Friday or Saturday night with a percentage off the retail price for the hour.

Merchandising Craig Jessup recommends that retailers are better off displaying craft beers by brand as, in his experience, dividing them by style is rarely successful. This also keeps each brewery’s packaging together, creating a cohesive fridge display. Conversely, for on-premise locations, Ian Kingham recommends having taps arranged by style. This allows the customer to clearly see what other brands do similar styles to what they are currently drinking, encouraging them to step outside their comfort zone and try a new brand or a slightly different style.


How to store & serve craft beer


raft beer does not require more equipment to stock, serve and sell, however it does require a bit more care.

Storing According to Alan Procter, Managing Director at Billabong Brewery (WA), most craft beers require fairly strict supply chain management in order to ensure that they reach customers in peak condition. For on- and offpremise this means keeping the beer cool at all times in temperature controlled storage spaces or at a minimum in a cool dark place out of sunlight. Craig Jessup says, given beer is a live product, “our containers are refrigerated, our warehouses are temperature-controlled, we do everything we can to protect the aromas and the flavours of the beer. Some of them are subtle and they fade with time and poor handling. So retailers are not doing themselves any o favours if they leave the beer in a 35 C store room.”

Temperature For on-premise, Ben Nichols says that most brewers advise against chilling their craft brews through a coiling system that cools it en-route as the beer itself should be cool – not ice cold like a mainstream Lager – to ensure that the full flavour profile of the brew comes out. It would be fair to say the paler the beer, and the lower the ABV, the colder it should be. As you go up the spectrum – i.e. darker and with bigger ABVs – it should be served warmer. For o o example: 4 C for pale, light beers right up to 12-14 C for the heavy Belgians and Barley Wines.

Out-of-date stock Anthony Young cautions that it is important to rotate stock and ensure that anything short dated is noted. Plonk has 1100 beers in store so it is quite a task, however short-dated stock is always marked, moved to the front of the store and discounted.

Clean beer lines “The more often you clean the lines the better the beer tastes, it’s as simple as that,” says Andrew Hickinbotham. Neal Cameron agrees, “Beer lines should be cleaned each week and it should be given a lot of love. There’s a lot of love that goes into producing the beer and careless storing or careless serving, can just mess things up.”

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Wheat beer, Lager, Tulip and Pint glassware

Growlers For off-premise stores, there is a consensus that growlers offer a new beer experience for buyers. “The novelty factor is high,” says Geoff Huens. “And 90 per cent of our growler stock is beer that is not available in bottled form which drinkers would have to track down in a bar to taste.” Mark Mead is positive about their growler station, though he offers some advice as well. “Some beers do pour better than others, depending on how they are brewed,” he says. “So it’s important to take note and account for any wastage in your margin.”



hen serving craft beer and tasting craft beer, always pour craft beer into an appropriate glass for the style – even the bottled brews – as 80 per cent of flavour is experienced via the aroma (20 per cent from taste), which you can’t appreciate from the neck of a bottle. Here are some examples: •P  ilsener glass: bright, golden refreshing beers including Pilsener, Lager, Golden Ale and Summer Ale (Koelsch, Steam Ale) • Tulip stemmed glass: Pale Ale, IPA or Saison • Pint glass: Ales rich in taste such as an Amber Ale, Porter and Stout • Wheat beer glass: highly foamed beers like Hefeweizen • Champagne flute glass: fruit beer like Lambic, and Witbier • Chalice: higher alcohol beers such as a Barley Wine and Strong Belgian Ale.


Nail Brewing Australia (WA) Nail Ale ABV: 4.7% IBU: 27 Style: Australian Pale Ale Background: Nail Brewing Australia has been brewing quality Australian craft beer since March, 2000. Nail Brewing’s beer is of true premium quality and consistency. All beers are traditionally brewed by John Stallwood with natural ingredients and no short cuts, and bottle conditioned, leaving natural yeast in the beer. Tasting Notes: Nail Ale is an easy drinking champion Australian Pale Ale. Light floral hop fruity aroma is present on the nose. Its light golden copper colour is achieved with a careful balance of Australian malts, also giving it a sweetness on the front of the palate. The sweetness is perfectly balanced with medium bitterness, followed by a slight lingering after bitterness. More subtle than its very hoppy American cousins, this Aussie Pale Ale is designed to be a session craft beer. Common taste descriptors of lemon, lime, citrus or stone fruit are the results of a carefully controlled fermentation using a traditional Ale yeast. Nail Brewing’s number one selling beer is Perth’s own Nail Ale. Nail Ale was the first beer judged under the style “Other – Australian Style Pale Ale” at the 2001 AIBA. In 2002 the style Australian Pale Ale was created. No other beer has won gold under the style “Australian Pale Ale” recently at the AIBA except Nail Ale winning gold in 2009, 2010 and 2011. Available Format: Bottle: 330ml (4 x 6-pack per carton) Keg: 50L Contact /Wholesaler Nail Brewing Australia has moved into a new 50HL Brewhouse in Bassendean, Western Australia. Please contact John Stallwood for information or sales. Tel: 0413 87 2337 Email: twitter @nail_brewing

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Coopers Brewery Thomas Cooper’s Selection Celebration Ale ABV: 5.2% IBU: 35 Style: Red Ale Background: Coopers Celebration Ale is a hops-driven traditional Ale with a dark-red hue that is distinctly different in style to Coopers’ other beers. It incorporates three different hops varieties – Centennial from the USA, Nelson Sauvin from New Zealand and Pride of Ringwood from Australia – to produce a beer that displays strong estery characteristics. Coopers’ Managing Director, Dr Tim Cooper, said Celebration Ale had been specifically brewed to mark Coopers’ 150th anniversary. However, if it proved popular, strong consideration would be given to making it a regular Coopers’ line. “We think Celebration Ale will appeal to those who enjoy slightly hoppier styles of beer,” he said. In world-terms, Coopers fits comfortably in the craft sector and has done so since it was founded in 1862. However in Australia, Coopers is seen as straddling the craft and mainstream divide. By producing beers such as Celebration Ale, Coopers underline their credentials as being the leader in the craft sector in Australia. We should also remember that Coopers Sparkling Ale has been in production since the brewery was founded and continues to sell well, making it the Grandfather of craft beer. Tasting Notes: The first mouthful will highlight the malt driven flavour, which is balanced by a refreshingly crisp bitterness, followed by fruity esters lingering in the aftertaste. Celebration Ale will match well with chicken, seafood, tangy cheeses, and fruit-based desserts. Available Format: Bottle: 355ml (6-pack and 24 per carton) Keg: 50L Contact: Coopers Brewery Head Office 461 South Road, Regency Park SA 5010 Tel: (08) 8440 1800 DISTRIBUTORS outside of SA/NT Premium Beverages VIC Unit 2, 11 Sabre Drive, Port Melbourne 3207 Tel: 1300 555 166

WA 2/50 Discovery Drive, Bibra Lake 6163 Tel: 1300 555 166

QLD 1048-1054 Office 37 Beaudesert Road, Coopers Plains 4108, Tel: 1300 555 166

ACT Tel: 1300 555 166

NSW Unit 17/4 Avenue of the Americas, Newington 2127 Tel: 1300 555 166

TAS Tel: 1300 555 166

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Lord Nelson Brewery (NSW) Background: The Lord Nelson Brewery Hotel is Sydney’s oldest licensed hotel, located in the historic Rocks precinct and home to Australia’s oldest pub brewery. The Lord is recognised for its award winning beers, food and accommodation – allowing their guests to experience the amenities of a modern establishment with the grandeur and colonial appeal of one of the world’s most unique hotels.

Three Sheets ABV: 4.9% IBU: 26 Style: Australian Pale Ale Tasting Notes: Three Sheets is an Australian Pale Ale and the house favourite at The Lord. It has lifted floral and citrus aromas with a balanced malty dry finish. A perfect all rounder but particularly delicious around the BBQ in warmer weather.

Old Admiral ABV: 6.1% IBU:32 Style: Old Ale Tasting Notes: Old Admiral is the Dark Ale at The Lord. Strong, full bodied and malt driven this is a serious ale with plenty of flavour. Perfect accompaniment to hearty winter dishes. Available Format: Bottle: 330ml Keg: 50L Contact Lord Nelson Brewery Hotel Cnr Argyle and Kent Streets The Rocks NSW 2000 Tel: (02) 9251 4044 Wholesaler National Samuel Smith and Son Tel: (08) 8112 4200

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Hickinbotham Winery & Brewery (Vic) Hix Pale Ale ABV: 5.0% IBU: 34 Background: The Hickinbotham family is now making headlines with its new range of beers brewed at the Dromana winery and brewery (Mornington Peninsula, Victoria). Brewing started in 2006 with 30 litre experimental batches, with the brew size growing to 600 litres in 2010. All Hix beers use all natural ingredients to reflect their true styles. The range includes Pilsner, Pale Ale, Brown Ale (also available in bottle) and Irish Stout with seasonal beers available on tap which change regularly. Hix now have 4 beers available in 500ml bottles. This range includes a German-style Pilsener, Aussie-style Pale Ale, American Brown and Irish Stout. Tasting Notes: “Top Gold Medal winner Australian International Beer Awards 2011 (American Pale Ale section)”. Hix Pale Ale is a unique brew blending local Pale Ale malt with ‘New World’ hops to create a drink for any occasion. It is copper in colour with a caramel sweetness which is balanced with bitterness and aromatics from the hops. A style which is earning a cult following. Available Format: Bottle: 500ml (x6 per carton) Keg: 50L Contact / Wholesaler Contact Andrew Hickinbotham for your nearest distribution agent Hickinbotham of Dromana 194 Nepean Highway Dromana Tel: (03) 5981 0355

Craft Beer Trade Buyers Guide  19


The Australian Brewery (NSW) Background: The Australian Brewery takes classic international beer flavours and handcraft their interpretation of them at the brewery. They have also emulated other craft beer pioneers around the world and packaged in cans, for fresher beer and a smaller green footprint. Tasting Notes: All of the cans are 355ml and packed full of definitively pure, Australian-made and owned beer. With the alcohol content ranging between 4.5/4.8% they remain dangerously drinkable.

The Pale Ale ABV: 4.8% IBU: 26 Tasting Notes: A crisp refreshing ale with a rich aroma of citrus and passionfruit from Australian Galaxy hops.

The Steam Ale ABV: 4.4% IBU: 16 Tasting Notes: A light and engaging Ale/Lager hybrid with delicate flavours and aromas.

The Pilsner ABV: 4.1% IBU: 38 Tasting Notes: A multi-award winning crisp and dry Pale Lager with enticing hop aroma and peppery bitterness.

The Fresh Press Cider ABV: 4.9% pH: 3.6 Tasting Notes: A classic cider that walks a delicate balance between sweet apple and fresh acidity. Available Format: Can: 355ml Keg: 50L Contact / Wholesaler Contact ILG for N.S.W. orders or ALM Australia wide for cans. For any further questions, comments or for draught sales contact The Australian Brewery on (02) 9679 4555 or

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Saku Brewery (Estonia)

Litovel Brewery (Czech Republic)

Saku Kuld

Litovel Premium

ABV: 5.2% IBU: 18 Style: Premium Pale Lager Tasting Notes: Saku Kuld is the finest beer of Estonia’s oldest brewery. It is the cream of the crop when it comes to beers. Saku Kuld is a masterpiece that entwines two centuries of brewing traditions with the latest technology. Saku Kuld is brewed for an intelligent beer lover with a finer taste. It is for people who more or less know their way around in the wine world. Saku Kuld is an extra mild and light quality beer with a slight hint of hops, plenty of aroma and a sweet taste. The beer masterfully balances the strength of Nordic barley malt and velvety smoothness of sunny German Hallertau aroma hops.

ABV: 5.0% IBU: 35 Style: Bohemian Pilsner Tasting Notes: This premium lager is known for its richness and luxurious bitterness. The gold colour, compact head and strong zest give this beer its original identity. A very good representation of the Bohemian Pilsner genre. Available Format: Bottle: 500ml (x20 per carton) Keg: 50L Contact / Wholesaler Inter Beer Company 18 Bannister St, Fremantle WA 6160 Tel: 0415 257 295 Email: | |


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Hawthorn Brewing Co (Vic) Background: Hawthorn Brewing Co was established in 2009 to provide world class Australian craft beers that are influenced by the best the world has to offer. Having lived abroad for many years they experienced first hand the myriad of great styles and diversity of flavours available and this, coupled with a long and colourful homebrew background and a passion for quality craft beer, is the inspiration behind their range of award-winning beers.

Premium Pale Ale ABV: 4.7% IBU: 32 Silver Medal, 2012 International Beer Challenge (London), 2011 and 2010 Australian International Beer Awards (AIBA) Tasting Notes: A blend of five different grains complimented by five hop varieties produces balanced and rich malt characters and gives this beer a deep golden colour. The fresh hops deliver a fruit and spice flavour, whilst a generous addition of hops late in the boil provides a delightful floral and citrus aroma.

Pilsner ABV: 4.6% IBU: 25 Bronze Medal, 2012 AIBA; Best Pilsner, 2011 Hong Kong Beer Awards Tasting Notes: With pilsner malt as the base, this beer pours a crystal clear gold colour. Cool fermentation with an imported yeast strain ensures a very clean & crisp palate, while the use of noble German hops introduces a delectable floral flavour. Dry hopping a fresh Czech variety gives a delicate spicy aroma.

Witbier ABV: 4.9% IBU: 14 Tasting Notes: This bottle conditioned Belgian-style white beer contains wheat and rolled oats which provide a dense white head and smooth mouthfeel. Coriander seeds, fresh orange peel and cardamom pods create a complex fruit and spice flavour. Low in bitterness, it has a dry and slightly tart finish.

Amber Ale ABV: 4.7% IBU: 27 Silver Medal, 2012 International Beer Challenge (London), Bronze Medal 2011 and 2010 AIBA Tasting Notes: A smooth and well balanced English-style Ale. Dark auburn in colour, the malts ensure a lovely rounded body and deliver a warm bittersweet roasted caramel flavour. Mild English hops balance the sweet malt and plenty of dry hopping infuses a floral and spice aroma. Available Format: Pale Ale, Pilsner and Amber Ale: 330ml bottles and 50L kegs (D spear – ‘CUB’ style) Witbier: 330ml bottles only.

Wholesalers VIC, NSW, SA and WA Contact Hawthorn on 1300 HBC BEER (422 233) (also available through ALM and Paramount Liquor) QLD Australian Trade Partners, 0403 216 055 TAS Polka Dot Liquor, 0459 028 334

Craft Beer Trade Buyers Guide  23


Grand Ridge Brewery (Vic) Gippsland Gold ABV: 4.9% IBU: 25 Style: Australian Pale Ale Background: Gippsland Gold is the flagship brew for Grand Ridge Brewery, one of Australia’s first and most recognised craft breweries. Grand Ridge is a 100% Australian and family owned brewery, situated in Mirboo North, a small country town in the heart of Gippsland and remains one of the region’s best kept secrets. The full range of beers from Grand Ridge are brewed, kegged and bottled by the very passionate Grand Ridge team at Mirboo North, which has been home to Grand Ridge since brewing commenced in 1989. This location was chosen due to the sensational water quality at the top of the Strzelecki mountains where the brewery sits. At Grand Ridge Brewery only the highest quality ingredients are used to brew beers of exceptional flavour and purity. There are no added chemicals or preservatives in the Grand Ridge beer range. These incomparable brewing processes have helped make Grand Ridge one of the world’s most awarded breweries, recognised with over 200 national and international awards. More recently Grand Ridge has created a number of limited release brews including the Mirboo Madness which sold out at a record rate, this was followed up with the equally popular SarsBEERilla Stout, Vienna Rye and Hoppy Frog. Grand Ridge are very well known for their beer and food matching events across Australia and also boast full hotel facilities at the brewery with a restaurant that specialises in steaks and superb local produce, and two beautiful guest houses for those who wish to stay a little longer and really enjoy the beers! Tasting Notes: A uniquely Australian-style Pale Ale with real character and depth. The full malt flavour and pleasant hop bitterness make it a genuine thirst-quencher. Rich in colour and brewed with a special combination of selected hops. A must with chargrilled steaks, lamb, beef stir-fry’s and any mushroom dishes. Available Format: Bottle: 330ml (4 x 6-pack per carton) Keg: 50L Contact Head Office Tel: (03) 9800 1000, Fax: (03) 9800 5000 Brewery: 1 Baromi Road, Mirboo North, VIC 3871 Restaurant: (03) 5668 2222 Email: Wholesalers: Australia Wide Contact Grand Ridge Brewery direct for your nearest distribution agent. Tel: (03) 9800 1000

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VIC Australian Liquor Marketers (ALM) Tel: (03) 8368 6300 Monacellars Tel: (03) 5134 2906

Paramount Liquor Tel: (03) 9311 6655 Southern Independent Liquor (SIL) Tel: (03) 9238 9777


Moa Brewing Company (New Zealand) Background: Moa Brewery is nestled amongst the vines in the famous winemaking region of Marlborough, New Zealand, which isn’t surprising considering the founder, Josh Scott, is a winemaker and according to him, “It takes a lot of beer to make a good wine”. Moa Beer is brewed using traditional costly, inefficient, labour intensive techniques, and local ingredients, including internationally renowned NZ hops. It’s rounded off through the use of winemaking techniques, like bottle conditioning (like Champagne).

Moa Methode ABV: 5.0% IBU: 34 Style: Pilsner Lager Tasting Notes: Moa Methode is bottle fermented and conditioned to give a natural, more consistent carbonation and flavour. Due to the natural brewing process of Methode Moa, a light, beneficial sediment will remain. This sediment protects the beer from premature aging and leaves full, slightly spicy characters on the palate. Recommended glass: Tall Pilsner. Pack Sizes: 30L KeyKeg, 4x330ml (6x4 cases), 12x330ml, 12x750ml, 6x1.5L

Moa Breakfast ABV: 5.5% IBU: 15 Style: Wheat with Cherry Tasting Notes: Moa Breakfast Beer is a blend of premium wheat malt, floral Nelson hops and cherries. A very refreshing and fruity lager specifically designed as a European-style breakfast beer but more commonly enjoyed as a mid-afternoon beverage here in New Zealand. Although not always. Recommended glass: Tall Pilsner. Pack Sizes: 30L KeyKeg, 4x375ml (6x4 cases), 12x375ml

Moa Five Hop ABV: 6.2% IBU: 55 Style: Winter Ale Tasting Notes: Moa Five Hop Winter Ale shows the unique signatures of traditional North European bottle conditioning. Displaying a Nelson-dominant hoppy nose with a subtle oak character leaving extra smooth and creamy, honeyed characters on the palate. A wellbalanced companion to eastern style spiced foods. Traditionally served just below room temperature. Recommended glass: Tulip/Balloon. Pack Sizes: 30L KeyKeg, 4x375ml (6x4 cases), 12x375ml Contact: Wholesalers Queensland Liquid Specialty Beverages Tel: 1300 668 736

New South Wales Bluestar Beverages Tel: 1300 722 233

South Australia Empire Liquor Tel: (08) 8371 0088

Victoria Paramount Liquor Tel: (03) 9311 6655

Western Australia Liquid Mix Tel: (08) 9434 8555

Tasmania Liquor Wholesalers Tel: (03) 6228 1174

26  Craft Beer Trade Buyers Guide


The 3 Ravens Brewing Company (Vic) Golden Ale ABV: 5% IBU: 30 Style: German Alt Beer Tasting Notes: Dark straw colour • Fruity notes • Smooth maltiness • Moderate bitterness

Black ABV: 5.5% IBU: 40 Style: Oatmeal Stout Tasting Notes: Intensely black • Complex coffee aroma • Chocolate smoothness •Unique 10 grain blend

White ABV: 5.2% IBU: 15 Style: Witbier Tasting Notes: Naturally cloudy • Delicate wheat balance • Coriander spicing • Crisp and refreshing

Dark ABV: 5.2% IBU: 30 Style: Smoke Beer Tasting Notes: Bright ruby hue • Smoked malt characteristics • Full mouthfeel

English Ale ABV: 4.6% IBU: 40 Style: Classic English Pale Ale Tasting Notes: Burnished copper hue • Lusty country aroma • English hop flavour •Unique crystal malts

55 ABV: 5.5% IBU: 30 Style: American Pale Ale Tasting Notes: Dark golden appearance • Prominent hop characteristics • Five hop varieties •Five species malt blend Available Format: Bottle: 330ml, Keg: 50L Contact / Wholesaler The 3 Ravens Brewing Company 1 Theobald Street, Thornbury, VIC 3071 Tel: (03) 9495 1026, 0438 RAVENS (728367) Cellar Door opens Fridays 2pm-7.30pm

Bridge Road Brewers (Vic) Chevalier Saison

Beechworth Pale Ale

ABV: 6.0% IBU: 30 Style: Saison Tasting Notes: The Saison is a classic Belgian style, not often seen outside of its homeland. It was traditionally brewed by farmers and their workers as a beverage to consume during the summer months. Bridge Road Brewers have crafted their own Saison to add to their Chevalier range. This beer is quite unique, light straw in colour, with a tight bright white head. Aromas are dominated by esters and phenolic characters, owing to the Saison yeast strain, which also gives the beer its characteristic tart, dry and acidic profile. This citrus character combined with grassy hop flavours make this a great food beer, try it with anything from seafood to blue cheese.

ABV: 4.8% IBU: 40 Style: Pale Ale Tasting Notes: Bridge Roads benchmark ale, the Beechworth Pale Ale is a beer dominated by its aromatic hop profile. Often the yard stick of micro breweries, this beer is based on classic American styled Pale Ales, crisp and refreshing, a mouthful of aromatic hops. Beechworth Pale Ale is bound to satisfy hop heads and make a definite impression on those new to the craft beer scene. Beechworth Pale Ale is a hand crafted “new world” pale ale. Dry hopped with both U.S and N.Z hop varieties. Available Format: Bridge Road have a range of 15 beers. All are available in 50L kegs and bottles. Saison 750ml, Pale Ale 330ml bottles.

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Contact / Wholesaler Bridge Road Brewers PO Box 525, Beechworth Vic 3747 Tel: (03) 5728 2703

Importers and distributors of premium Italian and International craft beer. Real beer!, Real passion! Fresh stock every 6 weeks with only the highest rated beers on offer!

birraitaliana1 birraitalianabyexperienceit

Gluten Free Beers from Billabong provide a point of difference into the Coeliac Market. We also produce other handcrafted International Award Winning Beers. Including Western Australia’s “ Best Commercial Beer 2012” Email: Web: Tel: 08 9317 6099


Bootleg Brewery (WA) Wils Pils ABV: 4.9% IBU: 33 Style: Pilsener Tasting Notes: True Bohemian-style. Imported Saaz and Hersbrucker hops. Soft Margaret River rainwater, silky texture. Dry clean finish.

Hefe ABV: 4.7% IBU: 20 Style: Hefeweizen Tasting Notes: Lively beer, smooth, delicate banana like tartness and clovey spiciness. Light, breakfast beer.

Sou’ West Wheat ABV: 4.7% IBU: 20 Style: American Wheat Tasting Notes: Appeals to greater spectrum of people. Low bitterness. Well rounded, soft on the palate. 

Settlers Pale Ale ABV: 4.8% IBU: 38 Style: American Pale Ale (APA) Tasting Notes: West Australian barley. US hops provide aromatic citrus and grapefruit aromas balancing the malts sweetness.

Raging Bull ABV: 7.1% IBU: 26 Style: Strong Dark Ale Tasting Notes: Bootleg’s flagship. Intense warming body structure. Roasted coffee flavours. Finishes with a resounding sweetness. Truly unique.

Prinsep Cider ABV: 4.5% Style: Apple Cider Powerful apple aroma. Crisp, clean, medium flavour. Champagne yeast provides subtle spiciness. Noticeably refreshing finish. Contact Bootleg Brewery, Cnr Johnson and Puzey Roads, Willyabrup, Margaret River WA 6285 Tel: (08) 9755 6300, Open 7 days 11am-6pm, lunch from noon All beers and cider 24 x 330ml, 50L kegs

Red Hill Brewery (Vic) Background: The Red Hill Brewery is a unique, independent microbrewery located amidst it’s own hop garden on the top of Red Hill on the beautiful Mornington Peninsula. It takes pride in creating classic European beer styles that are eminently drinkable and sessionable. Available year round are the Golden Ale, Wheat Beer, Scotch Ale and Pilsner. All available in 330ml bottles in branded 4-pack holders. Red Hill has a reputation for its superb range of seasonal releases such as Hop Harvest Ale, Imperial Stout, Temptation and Christmas Ale, which are all award winning Ales (AIBA). Contact Red Hill Brewery, Tel: (03) 5989 2959 or, Available Victoria, NSW, Queensland, WA

30  Craft Beer Trade Buyers Guide


Craft Beer Trade Buyers' Guide  

A 32 page booklet, published by Beer & Brewer magazine. 18,500 copies distributed for free via National Liquor News, Australian Hotelier and...

Craft Beer Trade Buyers' Guide  

A 32 page booklet, published by Beer & Brewer magazine. 18,500 copies distributed for free via National Liquor News, Australian Hotelier and...