Tribe Breweries re-brands better for you beers

March 11, 2022
By Ioni Doherty

Tribe Breweries has unveiled new looks for its leading ‘better for you’ brands  – Wilde and Mornington Peninsula Brewery. 

Wilde

Wilde products are bar staples across the country, renowned for two core Gluten Free offerings, Wilde Crisp Lager and Wilde Pale Ale; which are vegan, FODMAP friendly, and are also endorsed by Coeliac Australia. As the brand gets ready to introduce two new products to its range this Autumn, Wilde has unveiled a new look that demonstrates the brand’s growing commitment to supporting healthier, non-alcoholic alternatives in the drinks category. 

The new brand identity for Wilde includes a colourful packaging and logo update, as well as a switch from bottle necks to 375mL cans – in order to reduce waste and minimise the environmental impact. This packaging change also supports customers in experiencing life on the go in the ‘wild’ – with ease of use across outdoor activities such as festivals, BBQs and camping trips. 

Wilde has also increased its core range to a 16-pack, which provides consumers greater value for money, supports easier transport and encourages wider consideration from typical ‘beer’ drinkers who may be open to ‘better for you’ beer alternatives. 

Mornington Peninsula Brewery

Tribe’s other leading craft-beer brand Mornington Peninsula Brewery (MPB) has also launched the new non-alcoholic beer Mornington Free XPA, delivering slightly more craft beer notes and a full flavoured beer taste.

The packaging redesign puts the recognisable MPB logo at the front and centre, with stronger colours and coastal cues such as waves, cliffs and ocean colours to pay homage to its namesake, the beautiful coastline of The Mornington Peninsula. 

Roland Thiemann, Head of Innovation at Tribe Breweries says, “In the last year alone, we have seen the no-to-low (NOLO) alcohol drinks category increase by nearly 3 per cent and concurrently, our alcohol consumption rates decrease.

“Mindful Drinking is no longer just a fad or trend, but a way of life that many Aussies are adopting. And so, as they embrace this, Tribe Breweries’ brands like Wilde and Mornington Free want to ensure that there are incredible low-no alternatives available to them that are better for them, whilst also ensuring they don’t compromise on flavour or quality.”

Mornington Free XPA

Tasting Notes: A non-alcoholic fruit bomb featuring passionfruit, mango and pineapple notes. Brewed with a unique recipe to ferment to less than 0.5% ABV, this full flavoured beer pours light golden with a full taste and balanced bitterness. 

ABV: <0.5%

RRP: $45 / case 24 
Mornington Free XPA is available to order online from Dan Murphy’s with national ranging imminent. 

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