Home' National Liquor News : NLN FEB 2018 Contents NATIONAL LIQUOR NEWS FEBRUARY 2018 | 107
DAVID HENDERSON, MANAGING DIRECTOR
WHY DID YOU DECIDE TO LAUNCH
WINGMAN AND HOW HAS IT BEEN
RECEIVED BY THE TRADE?
Wingman Lager began with a passion, a
passion for lager and a passion to present
consumers with a beer that was brewed
proudly in regional Australia.
For us to perfect the taste of the Wingman
Lager you enjoy today it took us three years of
trial and error, until we found a product that
we were passionate about and suited what we
wanted our beer to be.
We have had an overwhelming response from
the public supporting our premium lager and we
could not be happier with the success of the beer.
It has been extremely rewarding for us to have
a massive amount of support from Macquarie
Media Network, who have been supporting us
from day one, from the first announcement to
broadcasting our Christmas promotions.
WHAT ARE THE CHALLENGES OF
BEING A SMALL INDEPENDENT
The challenges that we have as an independent
brewer are also some of our greatest strengths.
Being a small independent brewer we rely
heavily on our product to sell itself, because of
that we have had to ensure the quality of the
beer remains at our high standard.
We want the stockists to be as passionate
about Wingman as we are, so we let the
stockist make the decision to sell the beer on
their own. Initially, we struggled for people to
take us seriously, but as soon as they tried the
product and realised how strong it was those
challenges have been eliminated.
CAN YOU TELL ME A BIT ABOUT
Wingman Lager is a crisp, clean lager with
little to no aftertaste. We are boldly and
proudly presenting the 4.5 per cent ABV
because we believe that it is our responsibility
as a brewer to let people know how much
alcohol they are consuming.
We are lucky enough to be brewing in
state of the art facilities in Yenda, NSW. Not
only does it have the best facilities but it also
helps us to support rural Australia, which is
something that is very important to us. Yenda
also has the capabilities for Wingman to grow
and as we release new products and take on the
international market, the brewery will be able
to keep up with demand.
WHERE SHOULD RETAILERS
POSITION WINGMAN IN-STORE?
WHAT SALES ANGLES SHOULD
RETAILERS EMPLOY TO PROMOTE
WINGMAN TO THEIR CUSTOMERS?
Retailers should be positioning Wingman Lager
among Corona, Pure Blonde and Hahn Super
Dry lagers in the fridge so that the label turns
blue and the beer is ready to drink as soon as
they purchase it.
Wingman is a socially responsible beer
that always has your back, from a label
that changes colour when it has reached the
optimum chill, to a bottle cap reminder of how
many standard drinks have been consumed,
and a 4.5 per cent proudly worn to show the
alcohol content, unlike other beers.
Wingman is dare I say it the ultimate Wingman.
WHY DID YOU DECIDE TO LAUNCH
WITH A LAGER? WILL YOU BE
RELEASING ANY FURTHER BEERS?
We decided to launch a lager because that’s
what we enjoyed, it’s a beer that not many
breweries have grappled with because of the
precision that it takes to make a good lager.
We saw a hole in the market which was the
need for a clean and crisp lager that wasn’t
heavy. There has been a strong shift towards
craft pale ale and we believe there will be a
shift towards the need for a crisp clean lager.
We will be releasing a mid-strength beer,
Wingman 3.5% on 3 May (3.5.18). This
beer will have the same great taste that our
customers have come to love in the full strength
4.5 per cent premium lager, only with less
WHY DID YOU DECIDE TO GO WITH
THE CLEAR BOTTLE?
Our product is crisp and clean, so why would
we want to hide it? A lot of people discussed
the importance of green or brown bottles
to protect the beer but for us that wasn’t a
concern, we use the best ingredients, in the best
brewery so there is no concern for the quality
and shelf-life of the product. We want people
to see what they are buying and to admire the
clean lager. With a product that is crisp and
clean why wouldn’t our bottle be?
WHAT DO YOU SEE AS MAJOR
OPPORTUNITIES FOR WINGMAN
OVER THE NEXT 12 MONTHS?
Our major opportunities are in our ability
to grow this year, we have a committed team
ready to market our lager and take it to
the next level. No one in our team doesn’t
believe that this can’t be a market leader. This
year we believe we have the manpower, the
commitment and the team to make Wingman a
Also, with the launch of 3.5% mid-strength
beer on 3 May (3.5.18) we are allowed a
massive opportunity to disrupt the mid-strength
market with a quality Australian product that
is brewed and owned by Australians.
WHAT DO YOU SEE AS THE BIG
TRENDS IN BEER FOR 2018?
For us it isn’t particularly about following
trends, rather what we strive to do is to listen to
the wants of the public. We presented Mr and
Mrs Public with a product that they wanted.
Before we even attempted to brew the flavour of
our beer we went out and asked the public what
they liked and what they disliked about other
lagers and with that information we were able to
create the well-loved beer we have today.
Wingman in 2018, won’t be following the
trends per se, rather we will be listening to the
voices of the public and adapting our offering
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