By Clyde Mooney – editor Australian Hotelier
Asahi Premium Beverages (APB) has consolidated its plans for its newly-acquired Cricketers Arms brand with the release of two new SKUs and increased focus on recognition on-premise.
Asahi recently re-launched the boutique craft beer under the personal supervision of its master brewer, Dermot O’Donnell, and moved brewing operations to its re-developed plant in Melbourne.
The evolution has facilitated two new SKUs – India Pale Ale and Mid On – to broaden the appeal of the Cricketers Arms brand ahead of summer.
“The Cricketers Arms portfolio further cements our multi-beverage platform and our aggressive push into the on-premise draught business,” said Asahi Premium Beverages CEO, Greg Ellery.
APB reports strong sales since the on-premise drive, bolstered by the high-speed, high-volume keg lines, brewery upgrades and world-class Steinecker equipment at the Victorian plant.
“Summer 2013/14 is going to be the most exciting period for Cricketers Arms,” says its ambassador, Paul Scott.
“For the first time, Cricketers Arms is being brewed in Melbourne at one of the most high-tech breweries in Australia.
“And Asahi Premium Beverages has provided our very loyal on-premise clients with the newly extended range of Cricketers Arms beers – India Pale Ale and Mid On.”
Cricketers Arms is available in 49.5 litre kegs and off-premise by the case.