The Craft Beer Revolution

THE CRAFT BEER REVOLUTION THE SEEDS OF REVOLUTION IN 1990 THREE COMPANIES CONTROLLED THE MARKET AND THE WHOLE COUNTRY HAD JUST 11 BREWERIES. TODAY AUSTRALIA'S BEER INDUSTRY CONSISTS OF OVER 130 BREWERIES. THE AUSTRALIAN BEER MARKET IS WORTH AUD$ 10BN PER ANNUM THE CRAFT BEER SECTOR MAKES UP BEER AUD$3,000,000,000 PER CAPITA BEER CONSUMPTION HIT A 65 YEAR LOW IN 2012 BUT THE CRAFT SECTOR IS BOOMING WHO IS THE AUSSIE CRAFT BEER DRINKER? A MEMBER OF THE NEW SCHOOL COOL" COMMUNITY WELL EDUCATED, HIGH INCOME, INNER CITY LIVING AND WORKING, VERY SOCIAL, TECH SAVVY. 20% OF HIP, YOUNG INNER-CITY DWELLERS DRINK VS) NEARLY 6% OF TOTAL CRAFT BEER AT LEAST ONCE IN AN AUSTRALIAN ADULTS AVERAGE FOUR-WEEK PERIOD 1.04 MILLION AUSTRALIANS ADMIT THEY RE HAPPY TO PAY MORE FOR BETTER BEER WHERE DO THEY LIVE? NEW SOUTH WALES & QUEENSLAND BETWEEN 2010 AND 2014, NSW'S CRAFT BEER DRINKERS GREW BY 186,000 PEOPLE, WHILE IN QUEENSLAND AN EXTRA 99,000 DEVELOPED A TASTE FOR IT. • WHAT ARE THE CHARACTERISTICS OF A CRAFT BEER? • 58% 58% 59% 53% 60 49% 49% 50 33% 32% 40 29% 29% 30% 19% 8% 5% 10 Beer from a small brewer A small type of beer or Limited edition beer A beer you don't find in many places Very hoppy, American style, ales Any cask ale A beer made with a certain type of hops Quirky looking keg beers with unusual names Drinkers O Publicans CRAFT BEER BEER EXPANDING BEER LOVER DEMOGRAPHICS CRAFT BEER ISN'T JUST FOR BROS YOUNG WOMEN AGED 21-34 NOW CRAFT BEER ISN'T JUST FOR THE RICH CONSUME CRAFT BEER OVER THE THE BOTTOM 60% OF HOUSEHOLDS NATIONAL AVERAGE, AND REPRESENT 15% OF TOTAL IN INCOME NOW CONSUME 40% OF THE COUNTRY's CRAFT BEER BY CRAFT BEER CONSUMPTION. VOLUME. BEER • THE BEST HOME-GROWN AUSTRALIAN CRAFT BEERS • (330ML) MURRAY'S WHALE ALE $13.49 PER PACK OF 4 MURRAY'S WHALE ALE IS BREWED WITH THE BEST MALTED AND FLAKED AUSTRALIAN WHEAT, BRITISH MARIS OTTER MALTED BARLEY AND FINISHED WITH A SPICY LATE HOP NURRAY'S HIT FROM THE NZ MOTUEKA HOPS. HALE ALE ENDEAVOUR VINTAGE RESERVE AMBER ALE (330ML)/ $14.49 PER PACK OF 4 THESES BOTTLE-CONDITIONED BEERS CHANGE RECIPE ANNUALLY TO REFLECT THE GROWING SEASONS THEY ARE BORNE FROM. EACH VINTAGE SHOWCASES THE HOUSE STYLE-A RICH BOUQUET WITH TOAST, LIVELY CINNAMON SPICE AND A KYDEAVOU HINT OF BITTER CHOCOLATE, WHICH IS VERY AGE WORTHY. 2010 REBEaVE (330ML) MATSO'S MANGO BEER MAISO $21.99 PER PACK OF 6 NORTH-WESTERN BREWING MAESTROS, MATSO'S PRODUCE SOME OF AUSTRALIA'S PREMIER CRAFT BEERS. THIS MANGO BEER IS BASED ONA CLASSIC BELGIUM BLONDE RECIPE USING A 100% NATURAL MANGO BLEND. MATSO'S A PINES KOLSCH (330MI) $19.99 PER PACK OF 6 THIS KOLSCH BEER IS HANDCRAFTED ON THE ICONIC SYDNEY COAST, NEAR MANLY. WITH AROMAS OF LEMON AND LIME FOLLOWED BY A LIGHT MALTY PALATE, THIS IS A 4 PINES BREWING UNIQUE AND FLAVOURSOME BEER. »KOLSCH CRICKETERS ARMS LAGER (330ML) $16.99 PER PACK OF 6 CRICKETERS ARMS LAGER IS MADE WITH SUN-DRIED AUSTRALIAN MALT, AND IS INFUSED WITH AMARIL LO HOPS, IMPARTING AN INTRIGUING CITRUS CHARACTER TO THE FLAVOUR. BREWED TO ENJOY ICY COLD, CRICKETERS ARMS LAGER IS BREWED LONGER TO DELIVER AN EXTRA DRY LAGER AGER THAT IS FULL BODIED AND REFRESHING. Revivol www.revivol.com HANGOVER RELIEF REFERENCES www2.deloitte.com/au/en/pages/consumer-business/articles/craft-beer-bucking-the-trend-in-australia. html. www.australiancraftbeer.org.au/about-us/craft-beer-history-in-australia/ caskmatters.co.uk/wp-content/uploads/sites/4/2014/09/Cask-Report-2014.pdf demetergroup.net/sites/default/files/news/attachment/State-of-the-Craft-Beer-Industry-2013.pdf www.businessinsider.com/alchemist-craft-beer-market-boom-bubble-outlook-2013-12?IR=T bierfesten.com/2014/02/02/global-craft-brewery-rankings-analyzed-years-2005-2013/ www.pastemagazine.com/articles/2014/10/the-expanding-demographics-of-craft-beer.html www.drinkstrade.com.au/ContentFiles/Documents/Drinks%20 Trade/Public/Library/features/Beer/Issue%2003%20Feb- Mar%2008%20Brewtique%20-%20Craft%20or%20Boutique%20beer%20features.pdf www.gladstoneobserver.com.au/news/rise-popularity-craft-beer-consumers-chase-quality/2175065/ theconversation.com/small-brands-big-impact-why-craft-beer-is-top-of-the-hops-13972 eventidebrewing.com/craft-beer-growth-worldwide/ www.businessinsider.com.au/roy-morgan-craft-beers-populaity-in-australia-continues-to-rise-2014-7#prickly Share of respondents TATANGO