A craft beer a day for Advent

November 9, 2020
By Ioni Doherty

The wildly popular Bridge Road Brewers’ advent calendar is back in-store at Dan Murphy’s with expectations that it will sell out again this year, as it has every year since its inception in 2015.

The year has been a challenging one for the brewers , located in Beechworth in north eastern Victoria.

“First we had the bushfires in January, and then Covid-19. We have picked up some volume in off-premise, but lost a lot in on-premise keg sales. We also have a restaurant attached to our brewery here in Beechworth but because of the restrictions and with barely any tourists coming through it has been difficult,” said Bridge Road Brewers CEO Donald Mace.

“Having that said, our advent calendar is definitely a highlight of 2020 and we are excited to see it in stores as it will help end the year on a positive note.”

Bridge Road Brewers & Friends Craft Beer Christmas Countdown Advent Calendar includes 24 different craft beers – 12 are Bridge Road Brewers beers while the rest are from other Australian craft breweries. It comes in a specialised pack which allows customers to try a new beer each day in December until Christmas Eve. 

According to Dan Murphy’s Beer Category Manager, Billy Ryan: “Customers love the Bridge Road Brewers advent calendar because it’s a fun way to try a variety of beers and celebrate the season. The fact that the beers are hidden and only revealed on the day you open them adds a bit of excitement too.”

“The advent calendar was the first of its kind in Australia, and this is our fifth year partnering with Dan Murphy’s. The idea for the calendars originated after we were asked to do a similar concept for a retailer in Canada in 2014, and we thought a craft beer calendar would be a great idea to celebrate the season and the rise of craft beer in Australia,” said Mace.

“We change the beers in the advent calendar every year to reflect the continuous innovation in Australian craft beer,” he said. 

Advent starts on December 1 so be sure to make your purchase as soon as you can from Dan Murphy’s where it retails for $102.99.

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