Home' National Liquor News : NLN SEPT 2016 Contents 22 | SEPTEMBER 2016 NATIONAL LIQUOR NEWS
AUSTRALIAN CRAFT BEER
SURVEY REVEALS SOME
A study of more than 6500 craft beer drinkers has revealed some interesting trends, with pale ales the most
consumed style, IPAs are the preferred style for Australian drinkers, bottles are favoured over cans, Feral is Australia's
best craft brewery and people love a guy who'll punch a shark.
Created by craft beer retailer Beer Cartel, the inaugural Australian Craft Beer Survey produced some
"By and large most of the things were what I expected, but there were a few that stood out," Beer Cartel director
Richard Kelsey said.
"I think the fact that there were three breweries in the top 10 best craft breweries in Australia which have been
around for less than two years, so the likes of Balter, Modus and Pirate Life, I think it really shows that it is still a very
young industry and young segment of the market.
"We've just managed to get Balter into the store and for the past three weeks it's been flying off the shelves. There's
definitely a lot of demand and a lot of interest and I think in part it's probably having the surfers involved. When
someone's prepared to punch a shark it all helps you."
Australia's top five best craft breweries were Feral Brewing Co., Pirate Life Brewing, Stone & Wood, Bridge Road
Brewers and 4 Pines Brewing Co.
When it came to Australia's most consumed and most favourite styles, it seems voters were conflicted between pale
ales and IPAs.
"Pale ales are consumed by 91 per cent of all drinkers, so that really shows the strength of your Little Creatures
Pale, One Fifty Lashes and Fat Yak and that sort of dominance within the market," explained Kelsey.
"It is interesting though that when it comes to the actual favourite craft beer style within the market, almost one
third say IPAs, and pale ales are actually lower than that.
"Availability of pale ales is so huge, so when you go to a venue there may not be a single IPA but there normally is
a One Fifty Lashes or a Fat Yak or something and so when you don't have that style that you're looking for you'll go
searching for something that's kind of craft.
So I think that's why pale ale is number one as far as beer style most consumed but when it comes to favourite
style, while people are still drinking pale ales, they'll look for IPAs as their preferred one."
Another interesting finding was that when it came to people's attitudes towards cans and bottles, 37 per cent of
people prefer the bottled option, 23 per cent preferred cans and 40 per cent were neutral.
While blokes still drink the most craft beer, it's important to note that one in five craft beer drinkers are female.
"One interesting thing was the number of females that are drinking craft beer, with basically one in five craft beer
drinkers being female. That was a lot higher than what I initially expected, I thought it was more along the lines of one
in 10," said Kelsey.
With 6500 people responding to the survey it is the most comprehensive publicly available research ever
undertaken with Australian craft beer drinkers.
"The idea now is to try and make this an annual thing and get more traction for craft beer, get more people talking
about it and help support the industry.
Double Oaked w
a little easier to
its availability is
May 2015, and
the high demand has promoted
the increase in allocation and
expanded ranging through Dan
Murphy's and selected retailers.
Tim Ryder, brand manager for
Woodford Reserve said: "While
the initial May 2015 release
of Woodford Reserve Double
Oaked exceeded all expectations,
I'm excited that we have now
expanded our footprint.
"Bartenders and consumers
alike have fallen in love with
the taste profile that has been
achieved through the use of two
unique barrels, produced by
Brown-Forman. The result of the
double maturation is a smooth,
full-bodied expression with a
long, rich finish that we are
proud to share with others who
are as passionate about Bourbon
as we are."
The small batch Kentucky
straight Bourbon Whiskey is
matured and finished in two
barrels that have been specially
toasted and charred.
"Maturation in a new, charred
oak barrel provides Woodford
Reserve with all of its natural
colour and a great deal of its
award-winning flavour. This
Double Oaked expression has
been uniquely matured in two
separate, custom crafted barrels
with the second deeply toasted
before its light charring," said
Chris Morris, master distiller for
"The second barrelling of
mature Woodford Reserve in this
unique barrel allows the spirit to
extract an additional amount of
soft, sweet oak character."
Woodford Reserve Double
Oaked is 86.4 proof with a
suggested retail price of $75.00
for a 700ml bottle.
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