In a new approach to private label craft beer, Coles is trumpeting the involvement of Macarthur Grange Brewery in the production of its new brands, Lorry Boys and 3 Pub Circus.
Macarthur Grange, also known as contract producer Brewpack, is named on the labels of both brands, launched this month in 1st Choice Liquor, Liquorland and Vintage Cellars stores.
In-store marketing collateral seen this week parades Macarthur Grange’s Sunny Browning as head brewer of Lorry Boys.
A Coles spokesman declined to comment on the reasons for the new labelling approach, which contrasts markedly with the manner in which it brought the Steamrail brand to market.
Steamrail is brewed at Asahi’s Laverton facility, but this detail as well as the fact that it was a Liquorland-owned product was concealed behind the veneer of the retailer’s Australian Beer Connoisseurs subsidiary.
This approach earnt the attention of the ACCC and the acknowledgement of Liquorland’s ultimate ownership of the brands on the Steamrail labels.
The 3 Pub Circus range includes an Artisan Ale, a Kolsch and a Pale Ale. It is priced at a premium to the other brands: $50 for a 24 x 330ml carton in 1st Choice Liquor, $54.99 in Vintage Cellars or $60 in Liquorland.
Lorry Boys offers a Bright Lager, a Pale Ale and a Golden Ale, and its pricing is comparable to that of Steamrail: $44.99 in Vintage Cellars, $45 in 1st Choice and $50 in Liquorland.
In October last year, Coles declared its intention to triple private label sales through its liquor stores.
Tripling the shelf space devoted to its own brands appears to be the first step to executing this strategy in craft beer.
Jack says
October 23, 2015 at 4:07 pmI’ve noticed Yenda have started advertising it brewed by wozza, dazza, and nicko, or something equally misleading.
Peter Donaghy says
October 23, 2015 at 6:32 pmThis is not CRAFT Beer.
R-gal says
October 24, 2015 at 3:49 pmIt’s all very misleading and seriously undermines the real craft breweries out here.
Peter Donaghy says
October 26, 2015 at 1:54 pmSo true.
Virgil says
November 23, 2015 at 5:53 pmThis is mass produced beer. Not even close to ‘craft beer”
Avoid this please – you may as well drink VB
Damien Baumgart says
November 27, 2015 at 5:25 pmAnd by jacking up the price of the better-tasting beers. $24 for a 6-pack of White Rabbit Pale Ale. Freaking highway robbery.
Thought I’d give the Lorry Boys pale ale a try. It’s not horrible, but it’s definitely nothing to write home about. If it were a song it’d be written by Nickelback – so very middle of the road and aimed at the bogan market.
zig says
August 7, 2016 at 6:46 pmHey! Everybody and his mate trying to get on the bandwagon of overpriced “craft beers”.
Good luck! To all boys with smart ponytails:
Shave your 4pacs with a 6pac price.
allan says
October 3, 2016 at 6:48 pm60 bucks for 3 pubs pale ale 330 ml, not worth it, you need to look at your pricing
Alain says
November 5, 2017 at 7:44 pmContrary to all the neg feedback, i thought this beer is easy drinking, taste like a pale ale, not bad at all
Al says
November 25, 2017 at 10:22 amI’ll make and drink my own. At least I know it’s craft, I can decide on the alcohol content and it tastes satisfyingly good.