By Andrew Starke
Carlton & United Brewery’s (CUB) claim that it knows what the Queensland beer lover wants will be put to the test from next month when a new beer is launched in the Sunshine State.
The first batch from the Great Northern Brewing Company is scheduled to roll off the production line at Yatala Brewery on Monday (Oct 25) and has already tipped CUB's original estimate for pre-sales.
The brand will be widely available from November 1.
CUB Queensland general manager and a creator of Great Northern Brewing Company, Cameron Levick, said the new beer was a Queensland idea, formulated locally and specifically for Queenslanders.
“Great Northern Brewing Co. was created six months ago by three passionate Queensland brewery workers thinking of ways to offer something new to drinkers in Queensland,” Levick said.
“I was sitting in a local coffee shop with Yatala operations manager Tom Robinson and head brewer Geoff Day and we came up with a fresh concept to cater to the Queensland palate.”
Great Northern Brewing Company will be brewed at Yatala, Australia's largest brewery.
The new release is part of a greater strategy by the Foster’s Group to reposition its beer brands after its total market share slumped from 55 percent to 50 percent of the nationwide beer market over the past year.
The launch of the Great Northern Brewing Company can also be seen as a direct attempt to tackle Lion Nathan National Food’s (LNNF) XXXX Gold – the second biggest off-premise beer brand in Australia – in its traditional heartland.
“With summer just around the corner, Queensland drinkers will want a bottle of super crisp, refreshing and easy drinking lager in their hands and the Great Northern Brewing Co. delivers just that,” said Levick.
"Today's Queensland beer drinkers are far more adventurous than ever. They want to experience different tastes and new styles and are particularly drawn to brands that remind them of home.”
Great Northern Brewing Company was named in tribute to CUB's first ever Queensland based brewing operation, the Great Northern Brewery in Cairns acquired in 1931.
The new brand will hit Queensland shelves from November with a recommended retail price of $37.99 per carton (on promotion).
Each 330ml stubby contains 1.1 standard drinks and 4.2 percent ABV.