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Beverages (APB) has
added Estrella Damm
to its portfolio and is
now responsible for the
distribution of the Spanish
beer in Australia.
APB will aim to build Estrella's
profile across the on- and off-
premise through a targeted
distribution strategy for the brand's
30-litre draught keg and 330ml
APB's chief commercial officer,
Scott Hadley, welcomed Estrella to
the group, where it will join other
premium beer brands including Asahi
Super Dry and Kingfisher Lager.
"We are looking forward to driving
success for Estrella Damm under
the direction of the APB business as
the team takes a hold of the beer's
agreement for sales, marketing
campaigns and distribution rights
within Australia," Hadley said.
"Our intention is to leverage
the strengths of Asahi Premium
Beverages to deliver an ambitious
Estrella is brewed in Barcelona
and is well known for its associations
with the city's vibrant food culture.
World-renowned chef Ferran Adria,
who created world-best restaurant
elBulli, is a long-time supporter
and ambassador of Estrella. Adria
has previously collaborated with
Estrella Damm to create the luxury
bottled lager 'Inedit', a witbier that
was developed to be part of a fine
dining experience. APB said that it
would "explore local opportunities"
LION TO REDUCE ABV
ON THREE BEERS
Lion has confirmed that it will be reducing the ABV on three of its beers in a bid to ensure that costs "remain sustainable".
The ABVs on XXXX Bitter, Tooheys Extra Dry and James Boag's Premium Light will all be reduced over the coming
months. The company maintains that the despite the lower alcohol content, the taste of the beers will not change.
In a statement about the changes, Lion said: "Lion will be making minor ABV reductions on three brands to ensure
costs remain sustainable and to reinvest savings into initiatives that will reinvigorate the total beer category.
"We have tested our brands extensively to make sure they still deliver the same great flavour and quality they
The changes will see XXXX Bitter reduce from 4.6 to 4.4 per cent; Tooheys Extra Dry will also reduce from 4.6 to
4.4 per cent and James Boag's Premium Light will reduce from 2.7 to 2.5 per cent.
The ABVs will reduce over the coming months, with XXXX Bitter happening in March, Tooheys Extra Dry in April
and James Boag's Premium Light in May 2016.
AUSTRALIA'S FIRST ALCOHOLIC
ROOT BEER TO LAUNCH
East 9th Brewing has launched an alcoholic root beer to the Australian market with the
release of 'Future Memoirs of a Root Beer'.
With a signature blend of flavours including sassafras, vanilla, cinnamon and ginger, Future
Memoirs of a Root Beer is best served over ice and provides an interesting and sessionable
alternative to traditional beers.
In the US, countless brands have hit the market in an effort to secure their slice of what's
already a multi-million dollar category with more than US$111 million in 2015, according to IRi
Worldwide research (with the brand 'Not Your Father's Root Beer the category leader).
Future Memoirs of a Root Beer is available nationally this month in the independent off-trade
for RRP $18.99 per 330ml four-pack. It has a four per cent ABV.
It joins the East 9th Brewing family, which includes Fog City Cloudy Cider, Fog City Red Sangria, Doss
Blockos Pale Lager and Lick Pier Ginger Beer.
ESTONIAN BEER LAUNCHES IN THE
Viru, a light pilsner-style lager from the Baltic region of Estonia has launched in Australia through
ALM and the independent trade.
Brewed and bottled in Estonia using pure deep-well spring water and 100 per cent specially
selected Lithuanian barley, Viru has a crisp clean flavour and consistent malt characters from slightly
sweet to lightly roasted. Saaz hops provide a smooth lingering finish.
The unique 300ml bottle is designed to resemble the medieval turrets which guard Estonia's
capital, Tallinn. Vinu is five per cent ABV and has an RRP of $16.99 per four-pack. It is distributed
in Australia by Kollaras Trading Company.
GUINNESS RELEASES 1798 DOUBLE EXTRA STOUT
Guinness has released a limited edition brew, Guinness The 1798 Double Extra Stout.
Paying tribute to the original Old Vat House built in 1798, the new release is a specially-packaged,
corked and caged 750ml bottle, made for sharing.
Brewed with Irish stout malt, crystal malt and the same roasted barley and yeast used in Guinness
Draught, Guinness The 1798 Double Extra Stout is dark with chocolate, vanilla and liquorice flavours.
The beer is late hopped with Goldings hops for extra complexity and to help balance the sweetness,
while a gentle wood aroma and flavour is the result of 217-year-old oak wood chips coming from the
historic old vat house. The special release was first brewed a number of times in the Pilot Brewery at
St. James's Gate and then taken to the main St. James's Gate Brewhouse No. 4 in Dublin, Ireland.
"What makes this beer so special is that we were able to physically incorporate a piece of Guinness
history into the process of the beer by using the original oak wood from storage vats in the Old Vat
House. Past Guinness brewers in the 1800s used these vats to mature 'Foreign Export Stout' before
shipping overseas, which gives the beer a unique combination of flavours including oak, raisin, burnt
caramel, and dark coffee," said Michael Donnelly, one of the brewers who created the recipe.
There are only 2400 limited edition bottles available in Australia, exclusively from Dan Murphy's
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