Craft beer is adding fizz to the otherwise flat beer market in Australia according to the latest figures.
The category saw a 10.5 per cent annual growth rate between 2008 and 2013, albeit off a low base, and the industry has expanded dramatically over the past decade to include over a 100 breweries across the country, according to IBISWorld.
Even the big brewers are getting in on the action, mostly by gobbling up smaller brewers. Lion now owns James Squire, James Boags, and Little Creatures, and CUB owns the soon-to-be-phased-out Blue Tongue, as well as Matilda Bay and Cascade.
And in the past few weeks alone, Coca-Cola Amatil announced the local launch of the USA’s biggest craft beer, Blue Moon; Coopers launched a new product in its Thomas Cooper's Selection craft beer range, and Lion launched a limited edition brew to coincide with Australia Day.
It also emerged this week that the ACCC has begun enquiries into the “tap contracts” used by larger players to lock out rivals and disadvantage the smaller (and potentially more hip) beer brands in pubs and clubs.
So how can an aspiring craft beer brand gain greater traction in this competitive climate? Check out this funny clip for some clues.
