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NATIONAL LIQUOR NEWS JULY 2016 | 39
THE 4 PINES
to the 4 Pines st
is its American
Amber Ale, a 5.
per cent ABV ru
the US Mosaic
is the star of
when it was
the 4 Pines
brew pub, the
when it was released in 500ml
bottles as part of a Keller Door
Small Batch release.
American Amber Ale was the
third and final name change,
but throughout these name-
incarnations, the beer has
remained a favourite with the
4 Pines brewing team and with
consumers so the recipe has not
changed. It remains a beer that
shows off the team's love of the
Mosaic Hop and is a truly authentic
American-style amber ale.
American Amber Ale has big
hop aromas, which come from the
Mosaic Hop; this gives the beer
its floral, fruity, tropical aroma. As
well as the Mosaic, the Amber Ale
also contains the Columbus Hop, a
Pacific North-West American hop,
which is used a bittering hop.
4 Pines are known for
producing different beers for
the Brew Pub and Keller Door
releases, but when the company
wanted to add an American
Amber to its core range, this one
stood out thanks to consumer
feedback, plus the fact that it was
always a firm favourite with staff
across the 4 Pines business.
The 4 Pines American Amber
Ale is available now in keg and
in 330ml bottles for bottle shops
around the country.
Chris Fletcher, assistant master distiller at Jack
Daniel's, will also visit Australia for the first time
from 27 July until 5 August, hosting whiskey tasting
masterclasses and progressive cocktail experiences
in cities across the country.
The brand has also released commemorative
150th anniversary products including a Jack
Daniel's 150th 86 Proof 700ml limited edition
bottle; Jack Daniel's 1.75L commemorative 150th
cradle; Jack Daniel's Old No.7 700ml packaging
update; and an RTD packaging update for the Jack
and Cola can, Jack and Cola four-pack and the Jack
and Cola 10-pack.
In an off-premise exclusive, customers will
have the opportunity to win one of four limited
edition Jack Daniel's Indian Motorcycles valued at
RTDS DRIVING GROWTH
While Jim Beam and Jack Daniel's are reaching out
in Australia, Mark Knower, brand and customer
marketing manager -- spirits and RTD for CUB, said
there was not a "huge amount" happening in the
local market for American products.
"In terms of trends, 'premiumisation' is a strong
growth driver for this segment (American spirits)
and plays well to the overall trend we're seeing at a
broader level of 'drinking less but drinking better',"
"We've recently launched 'Cougar Black' our
Premium RTD Bourbon & Cola (six per cent ABV)
and also Cougar Mid Strength Bourbon & Cola
(3.5 per cent ABV) which is being well-received
at stadiums and public events that have specific
regulations in this area.
"Secondly, we're seeing label design is often
taking similar cues from 'craft beer' in terms of
product origin and back story, providing a more
detailed product context to the consumer."
CUB's general manager spirits and RTD, Dean
Robinson, said the new Cougar range supports
recent market share growth and also taps into
consumer insights into the ready-to-drink category.
"RTDs are occasion driven with more than
half bought when people want to kick back and
enjoy time with mates or are at social events with
friends," he said.
He said the additions to CUB's spirits portfolio
was a step in the right direction for pubs and outlets
who wanted to be able to provide a greater balance
in the ready to drink space.
"It's been a while, but we think our customers will
welcome the products coming into the portfolio."
Peter Hampson, Independent Liquor Group general
manager trading and marketing, believes innovation
from scotch, American whiskey and Bourbon has
been limited to flavours and age statements.
"The American products are more about flavoured
Bourbon and whiskey but these haven't been as
successful as we wanted them to be. There has been
movement in the market for RTDs and brands such
as Canadian Club and Jim Beam have come into
their own. In Australia we are a weird mob and
very patriotic in what we drink and don't produce
mainstream spirits other than dark rum," he said.
As far as the demand for American beer goes,
Hampson believes mainstream beers such as Coors
and Budweiser have not been as well accepted as
some European brands.
"Coors and Budweiser don't really meet the criteria
in Australia, but there has been a big movement in
super-premium craft beers coming into the market
from American mid-west brewers," he said.
"American mainstream beers have a different
taste profile to what Australians are used
to, because there is a strong influence from
immigration, especially from Europe and the UK,
where their brewing methods are suited more to
"It's tough because Australia is an ageing drinking
market and set in the their ways, where younger
people are looking for a point of difference and this is
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