By Andrew Starke
Barons Brewing has announced the acquisition of licensing and distribution rights for the Byron Bay Premium Ale brand.
Under the agreement, Barons Brewing will hold the global rights to all sales, marketing, manufacturing and distribution for the next five to 15 years.
Byron Bay Beverages will continue to service its local region.
“Two years ago we decided to build our distribution and financial strength through the acquisition of licensed brands that have not yet realised their full global potential,” said Baron’s founder Scott Garnett.
“The addition of Byron Bay Premium Ale takes Barons one step closer to our mission of being the dominant independent Australian beer company.”
Byron Bay Brewery owner, Barry Schadel, said the company was pleased to give Barons Brewing the opportunity to assist in taking the brand to the next level both domestically and internationally.
“With the recent opening of our own brewery at our licensed premises in Byron Bay, we have made the decision to focus our resources on strengthening our local presence and creating a thriving home from which our brands can prosper,” he said.
“We currently have four new beers on tap undergoing extensive taste testing by our local clientele with tremendous results. We are confident that this new relationship will mean bigger and better things for both Barons and Byron. More importantly, consumers will be able to enjoy a greater range of beers on offer.”
Sydney based Barons now has Barons, 88 Balls, Lucky Beer, Snowy Mountains and Byron Bay Premium Ale in its portfolio of beers.
“For too long, beer in Australia has come from one of a few major breweries,” said Garnett. “As Barons grows, the playing field opens up for both retailers and beer lovers, so everyone wins. Barons is determined for this to continue, and will strive to bring great independent beers to all Australians, here and abroad.”
Founded in 2005, Barons has a track record of building brands through a strong network of domestic and international distributors.