Beer Cartel

Beer Cartel celebrates 10th anniversary with special brew

October 24, 2019
By Alana House

Beer Cartel is celebrating is 10th anniversary by giving its monthly beer subscription a major overhaul and creating a special birthday brew.

The beer is a red IPA, brewed in collaboration with Ekim Brewery.

“We have a bit of a soft spot for Red IPAs and considering that Ekim is an IPA centric brewer, who just happened to also be celebrating its 10th birthday, a collaboration beer between us was an absolute no brainer”, Beer Cartel Director Richard Kelsey said.

Brewed using German Red X malt and oats, the Ekim/Beer Cartel anniversary Red IPA has been double dry hopped with Mosaic & Citra hops. With a firm bitterness, you can expect rich flavours & aromas of pine, resin and citrus, all balancing out at 6.8% ABV.

The beer is being featured in its monthly beer subscription packs, which start at $39.99 a month.

Beer Cartel

Kelsey said while the original beer subscription offer was great, it was time for a revamp to reflect how the market had evolved over the past five years.

“Not only have we seen that craft beer drinkers love trying a variety of beer through products like our Beer Advent Calendar, but we surveyed members who clearly told us that limited releases and variety were at the top of their wish list, so we’ve revamped our offer accordingly.”

Beer Cartel’s new subscription offer features more limited releases and only a single can of each, meaning more variety in each pack than ever before.

“We’ve kept it as a monthly subscription, but the pack formats have changed, including a shift to all cans. We have three tiers to the beer subscription with these varying by pack size and the mix of new and limited release beers.”, said Kelsey.

Where it all began

In October 2009, founders Geoff Huens and Kelsey started Beer Cartel as an online craft beer store. The premise of the business was to provide consumers with access to the most amazing craft beers they knew existed, but were not easily available.

Beer Cartel was one of the early online retail pioneers in the liquor space, launching before the likes of Dan Murphy’s and Vinomofo.

The business originally operated out of a local Kennards Wine Self Storage shed before acquiring a store and warehouse in Artarmon on Sydney’s North Shore. One of the core products central to the business from its first launch, was its monthly beer subscription.

In the past decade it has shipped over 30,000 craft beer subscription packs to 5,000+ members, providing access to quality craft beer from Australia and overseas.

Beer Cartel’s new subscription packs can be found at https://beerclub.beercartel.com.au/

Happy birthday Beer Cartel!

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