Independence does mean something
Experienceit Beverages is taking a stand when it comes to independence in brewing. As a result of the recent 49% purchase of Beavertown (UK) by Heineken, they have decided to cease distribution of the brand within the Australian market.
Johnny Latta, Founder and MD of Experienceit and Nomad Brewing Co, says “With the 49% sale of Beavertown to Heineken, we’ve had to make a hard decision that fits with our principles of independence. We’ve advised Beavertown that Experienceit Beverages will no longer be supporting and representing their brand in the Australian market, handing back full distribution following our next shipment due to land in July.” Latta goes on to say, “This has been a tough decision due to our love for the brand and the personal connections we’ve made with the Beavertown team over the years, but I think it is important to show that when we say Independence we mean it, and we stand by our words.”
Experienceit Beverages has been working closely with Logan Plant and Beavertown for many years now, having first started working with them back when the beer was brewed in the basement of Dukes Brew and Que in London and then transferred to a local garage for fermentation. Latta says, “Over the years we’ve watched them grow into one of UK’s leading and fastest growing craft beer brands and we’ve been proud to be a part of that success and proud to be the exclusive distribution partner in the Australian market. But we couldn’t in all conscience continue our partnership after the recent sale.”
Experienceit started their business through a passion for the art of craft brewing. They now represent over 35 brewers from Australia and around the globe, plus craft distillers and wine makers. It’s a passion that now extends to their own breweries (Nomad brewing and Yeastie Boys Australia) and bars, which only showcase independent beverages, right down to the soft drinks and mixers.
Latta says, ‘We don’t have any bad feelings towards anyone for selling their business, and everyone has different reasons as to why they start a business in the first place, but we’re not here to help line the pockets of corporate giants.”
Latta goes onto say “Once a brewery sells all, or part of that business, they become a part of a corporate machine, run from a faceless head office. Corporate brewers have not grown the craft market, they’ve only followed, and to gain back market share and lost revenue, they will now buy it, own it and eventually mould it to suit their own corporate needs and shareholders. The sale and marketing message is rolled out every time in the same way, (e.g. Pirate Life – AU, Feral – AU, Camden Town -UK, Four Pines – AU, Goose Island – US, Lagunitas – US, etc. etc..), but the reality is you’re now part of a bigger corporate machine that has the final say. The changes will be slow so customers don’t get upset, but the changes will happen, and in the end it’s the CFO & CEO in head office that dictates the direction, not the pure passion that craft is all about in a true independent brewery, a passion that often means beers are made that don’t make financial sense, but sound great! “
Experienceit will be replacing Beavertown in their portfolio with some more great UK craft brewers like Northern Monk and North Brewing landing in August, plus continue to grow our current portfolio of independent brewers from local and around the globe, so stay tuned”
Experienceit and Nomad are proud to be independent and to represent the many small producers that have invested their life savings, long hours and pure passion into creating something unique.
Support true Independence craft brewing and understand we’re your money goes when you buy a beer.
By media release