Feral Brewing Company has appointed a new national sales manager, as well as backing up its trophy for Best West Australian Brewery at Friday’s Perth Royal Beer Awards.
Aren Springvloed, most recently sales and marketing manager at Hippocampus Metropolitan Distillery, started in the Feral sales role last week.
His CV also includes stints at spirits companies Campari and Beam Global, and Feral owner Brendan Varis told Brews News this background should be easily translatable into the beer sector.
“He’s been a craft beer drinker and supporter over here in WA for many, many years,” Varis said.
“He knows our brand well, he’s regularly out at the brewpub, so he’s very close to craft beer already.”
Feral capped off last week with several trophies at the Perth Royal Beer Awards, including the overall honours, Best West Australian Brewery and Best Commercial Brewery.
It also won Best Ale Draught for Razorback, Best Stout Packaged for Boris and Best Ale Packaged for Finn Diesel.
The latter of these accolades was particularly timely, with Finn Diesel being something of a valedictory beer for outgoing sales head Steve Finney.
Finney has departed Feral to take an extended break prior to joining Gage Roads Brewing Company as WA/SA/NT sales manager later in the year.
Business as usual
Varis said that as price competition continues to heat up in the craft beer sector, Feral remains committed to selling its beers based on their consistent quality.
“Our message is largely business as usual. Price-wise our beer sits at the top of the market for each product band where it’s positioned,” he said.
“We’d expect it to stay there and we’ll be talking more about the quality that we deliver, rather than the price.”
Top prize for Brewhouse Margaret River
Among Friday’s other special trophies, Brewhouse Margaret River won Best Western Australian Beer of the Show, and Best Commercial Beer of the Show, for its Peter Coupan Barrel Aged Stout.
Best Amateur Beer of Show went to David & Brigitte Seaman for their Raspberry Pie Berliner Weisse.
Chris de Chaneet picked up the trophy for Best Amateur Brewer.