Better Beer has exceeded sales expectations and as a result has secured national ranging for Better Beer Zero Carb bottles and fast-tracked the launch of the beer in kegs.

Both bottles and kegs are available now, in time for Christmas, and Mighty Craft is estimating that the brand will sell around three million litres in FY22.

Mark Haysman, Managing Director of Mighty Craft said: “We are incredibly excited about the prospects of Better Beer. Mainstream beer is a huge category in Australia and Better Beer has clearly struck a chord with a wide spectrum of enthusiastic beer consumers.

“The Inspired Unemployed boys have a huge following across Australia with over 2.5m followers across their platforms and importantly it is one of the most engaged platforms in the country.

“This unique partnership is definitely disrupting this category and offering a popular new alternative that has very quickly gained sales momentum.”

Better Beer is an exclusive retail partnership (for packaged products) between Endeavour Drinks Group (Dan Murphy’s and BWS), Mighty Craft Limited and Torquay Beverage Company.

Endeavour Group Beer Category Manager Harriet Wischer said: “As the exclusive national retailer for Better Beer, we certainly suspected that the launch was going to be huge in Australia, but it has been bigger than anyone could have expected. Better Beer is our most successful new brand beer launch this year.”

Better Beer is one of a small number of brands with ranging in every Dan Murphy’s and BWS store in the country.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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