Mighty Craft estimates that approximately 3 million litres of Better Beer will be sold in FY22 putting it on track to be one of the biggest mainstream beer launches of the year.
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.”
Created in partnership with The Inspired Unemployed, Better Beer has enjoyed overwhelming demand since launching last month and plans are now in place for bottles and kegs to be sold in time for Christmas.
Mark Haysman, Managing Director of Mighty Craft said: “Mainstream beer is a huge category in Australia and Better Beer has clearly struck a chord with a wide spectrum of enthusiastic beer consumers. 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.”
The product is an exclusive retail partnership (for packaged products) between Endeavour Drinks Group (Dan Murphy’s and BWS), Mighty Craft Limited and Torquay Beverage Company.
The initial volume of stock to support the launch sold out within the first week of release. Dan Murphy’s and BWS stores were re-stocked this past weekend and there are around 600k litres on order for Christmas.
Mighty Craft’s Better Beer has secured national ranging for Better Beer Zero Carb bottles, in addition to Better Beer cans.