Mountain Culture Beer Co has finalised its acquisition of Fox Friday Brewing and announced plans for its assets including rebranding some venues and on-selling Carwyn Cellars and the Perth brewpub.
Mountain Culture Beer Co has finalised its acquisition of Fox Friday Brewing and announced plans for its assets including rebranding some venues and on-selling Carwyn Cellars and the Perth brewpub.
Mountain Culture announced the acquisition of Fox Friday from voluntary administration in May.
CEO and co-founder, DJ McCready, said Mountain Culture was aiming to retain the most employees in Melbourne and Hobart, and take over brewing operations for both sites.
“The goal is to service existing and growing Mountain Culture demand in both states, local customer collaborations, and unique limited releases,” McCready said.
The plan includes:
- Rebranding Fox Friday Richmond Brewpub as Mountain Culture Melbourne;
- rebranding Fox Friday Hobart Taproom as Mountain Culture Hobart;
- continuing to operate the Moonah Hotel & Cellars Hobart;
- on-selling Carwyn Cellars to the Carwyn family; and
- on-selling the Fox Friday Perth Brewpub to an independent brewery from Western Australia.
McCready said their priority was doing what was right for each location.
“There is no one better to usher in the next era of Carwyn Cellars than the people with their name on the door, and while we can’t confirm the news for Perth just yet, we know this will be a great move for fans of craft beer out west,” he said.
It is the latest development for the craft brewery, which started as a brewpub in Katoomba in the Blue Mountains on the eve of Covid in 2019. Since then, it opened a brewpub and second brewery in Emu Plains, and Mountain Culture launched in 2019 in the Blue Mountains. In 2022, it opened a brewpub and second brewery in Emu Plains, and its Sydney brewhouse in 2024. at the foot of the Blue Mountains.
“It is never lost on us that the fans we first met there are what built this brand into what it is today. Buying Fox Friday’s assets gives us a chance to create new fans and most importantly, new local communities. Connecting with them in the most authentic way possible… in person, at our pub,” McCready said.
He said Melbourne is catching up to Sydney as its biggest market.
“We already have a big team down there and capitalising on that with an incredible venue in Richmond just made sense. We now have the chance to build a really special authentic community around this pub and create personal relationships with our drinkers there.
“Of course we can’t wait to get everyone in there, open the roof and throw a big ol Mountain Culture party,” he said.
“Harriet and I both love Tassie. In some ways it has similarities to the Blue Mountains and I can’t wait to take my bike down there and get to know the locals. Everyone has been so welcoming since the announcement and again we’ll be looking to work with all the locals to build something special that they can be proud of.
“Look out for lots of exciting local collaborations and events to come, including our first year as the official beer of Red Bull Hardline.”
