While international coverage of Australia often highlights our tendency to appreciate a coupl’a tinnies, sales of Mighty Craft’s (ASX: MCL) Better Beer suggests Aussies have become notably more health conscious with sales of the zero carb beer exceeding all expectations.
Since launching their zero carb beer, Australians have downed Better Beer to the sum of 3 million litres in the past three months. With such strong demand for the range, Mighty Craft has confirmed expanding the brand to include bottled beer and kegs having initially launched it only in cans.
Initial volumes of the stock sold out within the first week of its release but with the festive season upon us, a time many of us appreciate a froffy, Mighty Craft have confirmed that stock is now back in stores with 600,000 litres of Better Beer already pre-ordered prior to delivery.
“We are incredibly excited about the prospects of Better Beer. Mainstream beer is a huge category in Australia and Better Beer has clearly struck a chord with a wide spectrum of enthusiastic beer consumers,” said Mighty Craft Managing Director, Mark Haysman.
“The Inspired Unemployed boys have a huge following across Australia with over 2.5m followers across their platforms and importantly it is one of the most engaged platforms in the country. This unique partnership is definitely disrupting this category and offering a popular new alternative that has very quickly gained sales momentum.”
Better Beer is distributed exclusively by Endeavour Drinks Group (Dan Murphy’s and BWS), Mighty Craft Limited and Torquay Beverage Company. It is one of just a small number of brands that is stocked in every Dan Murphy’s and BWS store in the country (~1,600 stores).
Endeavour Group Beer Category Manager Harriet Wischer said: “As the exclusive national retailer for Better Beer, we certainly suspected that the launch was going to be huge in Australia, but it has been bigger than anyone could have expected. Better Beer is our most successful new brand beer launch this year.”
A slab of Better Beer (24 cans) retails at Dan Murphys for $59.95.
Alfred Chan is a Business Reporter at The Sentiment specialising in ASX-listed small cap companies, a bloodstock enthusiast and former equities analyst.
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