Tribe Breweries has become the Australian licensed brewer and distributor of Pabst Blue Ribbon, the largest independent beer brand in the United States.
It marks Tribe’s first licensing deal in the Australian market.
Anton Szpitalak, Co-Founder and CEO of Tribe Breweries says, “This is a great outcome for our team as we continue to broaden and strengthen our portfolio.
“Pabst has an amazing history, having been established in 1844, so we’re very honoured to be given the opportunity to make and distribute their beer. The brand’s purpose and core values also speak to us as people – art, culture, style, supporting independents and forging your own path, are very closely aligned with Tribe’s core truths.
“On a personal note, I have a strong connection with Pabst as I consumed my fair share of this great sessionable beer when I lived in the US for a number of years. As our tribe continues to grow, you will see us partnering with cool and interesting brands that we love for the diverse qualities they bring to the journey Tribe is on.”
According to Tribe, Pabst’s decision was largely driven by Tribe’s burgeoning sales and distribution network, marketing expertise and brewing capability, which will be enhanced by the opening of their $35 million Goulburn facility this summer.
Matt Bruhn, Global Marketing Director of Pabst said: “This partnership is an excellent alignment for us given we are both considered to be the largest independents in our respective markets, and we value creating products that authentically serve our audience needs.
“We have captured the American market exponentially by living up to our brand promise that aims to provide a positive catalyst, inspire the new generation to be true to themselves, and to create a good, honest lager. We plan to mirror these values via our activities in the Australian market and feel that Tribe Breweries are the perfect partner to take us there.”
Pabst’s beer will initially be available in packaged format. However, Tribe is looking to launch draught in the coming months.
Szpitalak concluded: “We have big goals with Pabst and are excited to start our first international beer production and distribution journey.”
Pabst Blue Ribbon Australia is available nationally at Dan Murphy’s.
