By James Atkinson
Coles appears to have made its own entry into private label craft beer with the launch of Steamrail Brewing Company.
While Coles has made no official announcement on the venture, the Steamrail range of beers appeared in First Choice Liquor advertisements this week, as well as on the First Choice website.
Touted as 'Ale with a Tale' and featuring familiar colonial-themed branding, the Steamrail range includes the Ghost of Eyre Pale Ale, The Gold Digger Golden Ale and Lucky Amber Ale. [continues below]
First Choice Liquor advertisement, Daily Telegraph, January 17
"There's a story behind every great beer and that's never been truer than with the new beer range from the Steamrail Brewing Company," it says.
As with Coles' other private label beers, the Steamrail bottles bear the 'Australian Beer Connoisseurs' company name and address of 800 Toorak Road, East Victoria – Coles Supermarkets' headquarters.
Intellectual Property Australia records show that the owner of the trademark is Liquorland. The application for the Steamrail trademark was lodged on October 11 last year.
Steamrail's launch comes after Woolworths in November released four new craft beers under the Sail & Anchor brand.
Coles did not respond to a request for comment.