Australian Brewery Ready to Tackle Challenge of Entering U.S. Market

Just like America, Australia is a very competitive craft beer market dominated by a multinational duopoly. Therefore exporting is another way to grow distribution Australian Brewery Marketing Manager David Ward told Brewer recently.

Located in a suburb of Sydney called Rouse Hill, Australian Brewery hopes to be the preeminent craft beer export from its country. The brewery is hoping to capitalize on its success, winning two golds at the International Beer Challenge in London.

“We see ourselves as a natural export brand, taking advantage of the natural resources at our doorstep and of course with our brand,” Ward said. “We are proud to have them share the stage in the craft beer capital of the world, the United States.

Ward added that in Australia the brewery is seen as innovators in the industry being the first craft brewer in the country to package in cans in 2012.

“[It] was revolutionary here despite what was going on in the states,” he said. “It is exciting for us to be one of the first Australian craft brewers to export to the United States as well.”

Australian Brewery is releasing three different styles to the U.S.; The Saison D’Heretique, New World Pilsner and its Pale Ale. They have started supplying restaurants, bars and liquor outlets on the West Coast, but Ward indicated that the brewery is already taking orders across the country as well.

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Getting beer into the U.S. market has been fine, although Ward did note that there is a lot more regulation around approving labels than they were used to, but it wasn’t a problem.

“It certainly helped getting local expertise to walk us through it and to prevent minimal back and forth,” he said.

The brewery opened in 2010 with six brothers who had previous experience in the United States.

“We feel what works for us in Australia should work in the United States,” Ward said when asked about marketing, indicating that a push has been made on social media, using brand partnerships, and collaborations tastings.

“Once people try the beer they want to buy it,” he said. “We have invested a lot of time into getting our tap handles right, representing the brand and our Australian heritage. This also goes for our cans or in Australia “tinnies.” We want to be known as “the” Aussie craft beer in the United States.”

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