Iconic Queensland beer Power’s is set to flow gain in the sunshine state, 35 years after it was created by a Brisbane publican, Bernie Power. He built a brewery, took on the industry, built a brewery, and made a cult following.
Two years in the planning, a new Power’s Ultra Smooth Lager will be sold at pubs, clubs and bottleshops, decades after it was last widely available.
Power’s Ultra Smooth is a new smooth and crisp beer specifically brewed for warm weather, modern tastes and with a packaging that pays tribute to the pivotal time in Queensland’s history when Bernie Power built the Yatala Brewery in 1988.
Queensland embraced the brand, even more so when Power’s sponsored the Broncos in their inaugural season and beyond - together they wrote themselves into Queensland folklore.
Carlton & United Breweries (CUB) Queensland state manager, Ian Giles, said: “The relaunch of the Power’s brand marks the return of a Queensland icon that celebrated our underdog spirit and showed the rest of Australia there was nothing we couldn’t do.
"It was so popular that it sold out on day one and never returned to full stock, smashing all expectations to eventually capture about 20 per cent of the Queensland beer market.
“People are yearning for simpler times; the pandemic is almost over and Queensland is well and truly open for business. Now is the right time to relaunch the Power’s brand so a new generation of beer lovers can enjoy this uniquely Queensland beer.”
Founder Bernie Power said: “Making a beer that resonates with people is a challenging thing, and I know everyone involved in this has been very careful with what has ended up inside and outside the bottle.
“I am absolutely chuffed to see the Power’s brand returning. When I sold the brewery to CUB in 1993, we were more focused on the future of our staff than we were on the future of the brand. So, to see it return, and hear what it means to people, has been a wonderful thing.”
CUB said that along with its classic flavour profile, the new Power’s Ultra Smooth has slight bitterness, balanced by a light rounded body, slight malt sweetness, a crisp, smooth, clean finish and 4 per cent ABV.
