Byron Bay Brewery is taking its favourite seasonal beer national, launching Premium Lager around Australia later this month.
Head Brewer Alastair Gillespie first brewed new lager as a seasonal beer to refresh the locals it and quickly it became the beer of choice at the venue.
Due to its local success, Byron Bay Brewery’s parent company Lion – which bought the brewery in 2016 – will be taking the recipe and launching the beer nationally.
“I really wanted to brew an easy-drinking lager to enjoy during gigs on hot summer days,” said head brewer Alastair Gillespie. “We brew our Premium Lager with the best Australian pale malt and a blend of zesty hops. It has a light body with a subtle citrus flavour which gives it such a refreshing yet flavoursome finish; the perfect beer to enjoy with a of couple mates after a swim at the beach or while listening to great live music.”
For the re-brand launch, Byron Bay Brewery is collaborating with local friends and designers at clothing label Thrills to epitomise the creative Byron Bay lifestyle with their new branding.
“It goes without saying that we here at Thrills are beer lovers, and so when the opportunity came up to partner with the Brewery, it really was a no brainer,” said the founder of Thrills, Brooke McGregor. “Our shared passion for all things music, and mutual adoration of our Byron Bay home meant that it was a really easy melding of ethos and ideas.”
Byron Bay Brewery, previously known as The Arts Factory, has a rich history with over 35 years of live music at the iconic brewery venue, including hosting amazing musicians like The Ramones, Paul Kelly, Crowded House, Sonic Youth, and the first-ever Bluesfest held in 1990 – now Australia’s most awarded music festival, which the brewery continues to support and sponsor annually.
Today the brewery is still home to great live music alongside a wide range of local craft beers. The brewery has been rebranded and there are plans underway to increase the experience and entertainment on offer at the venue.
The Premium Lager is available on tap at the Byron Bay Brewery, and from September 30 the bottled product will be available in bars and bottleshops nationwide.
The new product is 4.2% ABV (1.2 std drinks) in 355ml bottles and is recommended to be priced at around $18 6-pack and $50 case.
The launch will be supported with national media, as well as at festivals and events around the country.
“The new Byron Bay Brewery Premium Lager has been a great success at the brewery and we’re thrilled to make it available for all Australians to enjoy this summer,” said Serge Costi, Marketing Manager Premium Beer.
“We’ve rebranded the brewery and this is just the first stage of our plans to keep improving the brewery experience and our contribution to the local community.”
The Premium Lager will continue to be brewed into kegs at the Byron Bay Brewery for the local market and, to support national demand, further brewing will take place in Lion’s network of breweries.