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Feral perfecting Sly Fox

February 29, 2016

776666_0_9999_v1_m56577569855135830Feral Brewing has been able to fine tune its Sly Fox Summer Ale, thanks to a Dan Murphy’s member promotion the brewer hopes will improve its traction in the eastern states.

The My Dan Murphy’s offer throughout March of a four-pack of Sly Fox for $10 is the first such promotion the retailer has done with an independent craft brewery.

Feral owner Brendan Varis told Australian Brews News that the brewer had to ramp up production of the beer considerably in order to create the required inventory, a process that has had other benefits.

“Rather than brewing it fortnightly, we’re now brewing it daily, rather than Hop Hog being the only beer we brew every day,” he said earlier this month.

“When you’re doing a couple of brews a day over two weeks, it really lets you dial in on little changes in the mash tun, changes in the blend of the hops and the contact time of the hops with the beer, pitching rates, oxygen rates – the whole thing.

“When you can compare the same beer that’s packaged a day apart and there’s no freshness question… it’s given us a chance to really dial in and get this beer where all of us as a brewing team are really happy with it.”

Varis said dry hopping tweaks had seen the brewing team settle on an optimal mix of Galaxy, Mosaic and Amarillo.

“Funnily enough, of those hops that we’ve settled on, none of them are in Hop Hog,” he said.

Work to do over east
Varis said Sly Fox was the most appropriate beer to take to the eastern states audience of Dan Murphy’s members.

“We’ve got good belief in it as an uncompromising, entry level beer. it’s genuinely got some good strong hop aroma,” he said.

“Hop Hog’s actually doing reasonably over there already. If we’re being introduced to someone for the first time, if you give them Hop Hog you’re getting introduced with a handshake that’s going to shake your arm and be quite full-on, as opposed to a more pleasant introduction and handshake.”

Varis said Western Australia remains Feral Brewing’s stronghold and this promotion is one initiative to boost sales in the eastern states.

“There seems to be this myth that we’ve got some amazing traction for our beers on the east coast,” he said.

“If you could see the quantities, they’re actually quite miniscule outside of WA.”


3 Responses to Feral perfecting Sly Fox

  1. josh on March 2, 2016 at 8:25 pm

    I generally skip on feral beers cause Dan’s stock them out of date all the time. I would be insane to pay that price for a stale beer

  2. Lenny on March 1, 2016 at 10:55 am

    Completely agree with dibbz, I know of countless people in Melbourne that love Feral beers especially hop hog but can’t justify the price, with Little Creatures and Mountain Goat brewing locally they’re offering a more competitive price for only a slightly inferior product to Feral’s in most peoples opinion

  3. dibbz on February 29, 2016 at 2:01 pm

    That $19 a 4 pack market is pretty small. Something about minuscule quantities :)

    The average full time salary in WA is only on par with ACT, and at least 11.5% above any other state in the country. This would obviously impact the take up of the most expensive domestic beers in the bottle-o fridge.

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