Called Bruers Bright, the beer is described as an “Australian style draught lager with a clean fresh aroma, a fruity individualistic palate and a soft bitter aftertaste”.
It is a trial beer format that Pacific Beverages has developed in concert with its key customers and will be rolled out across 65 on-premise venues in Australia – with a focus on the Eastern Seaboard.
With the beer a draught-only offering, expect to see fierce competition between the SABMiller/Coca Cola Amatil joint venture and the big two breweries of the Australian beer scene.
To maintain market share pub taps have traditionally been contracted by the two major brewers, with a handful available to minor players such as Coopers. Pacific Beverages stirred the market up earlier this year with the release of Peroni on tap, installing the distinctive fonts in hotels and clubs and offering other lucrative incentives to get access.
Already facing diminishing sales volumes and increased pressure from Coopers and Pacific Beverages as well the smaller niche players, CUB and Lion Nathan National Foods are unlikely to step back from the challenge. Some hoteliers are already, unofficially, reporting increased scrutiny of their contract adherence, possibly a sign of things to come.
The little information officially available about the beer focuses on the brewery freshness of the product. The product is sterile filtered rather than heat pasteurised.
“We do not apply any heat to our draught beer. As we are not cooking the beer, it retains a truer, fresher taste,” a brewery representative advises.
Until now, Bright Beer has been a beer that has only been reserved for those fortunate enough to work at a brewery. Ask any brewer and they will tell you that nothing beats drinking fresh bright beer directly from the vat. “Bright Beer” is the term used by brewers for the beer that has been through the delicate brewing, fermentation and filtration process – perfectly polished and ready for packaging. Natural brewery fresh beer that delivers the ultimate beer experience.
Filled straight from the brewery vats without a heat treatment process, Bruers Bright is the only true unpasteurised bright beer on the Australian market delivered direct to the drinker as our brewers intended. Our unique filling process seals in the brewery fresh taste, so that our customers enjoy natural brewery fresh beer at their local.
As the only true Bright Beer on the Australian market, Bruers Bright will revolutionise the Australian draught beer market. Bruers Bright is a highly drinkable Australian style draught lager with a clean fresh aroma, a fruity individualistic palate and a soft bitter aftertaste delivering the ultimate fresh beer experience.
Join the revolution and give your drinkers natural brewery fresh beer every day.
Of course, the claim that it is “only true unpasteurised bright beer on the Australian market delivered direct to the drinker” ignores most of the craft beer industry for which that is just about standard practice, but given microbrewers may start finding it even harder to get their beer on tap, it may just become more accurate in the near future.