Colonial Brewing Co has announced a name change to better reflect modern tastes and drive its continued growth, as well as removing the divisive ‘Colonial’ name while retaining a nod to its 18-year brand heritage.
CBCo Brewing Managing Director Lawrence Dowd said the former name had referred to the original brewer colonising the iconic Margaret River wine region, and was inherited by CBCo’s owner Morris Group when it purchased the brewery in 2008, but acknowledged the name had become problematic over time.
“Since 2004 we’ve built a culture of taking pride in our craft and getting the little details right to create the best beer we can. In that time we’ve grown from our roots as one of the first microbreweries in Margaret River to a craft beer challenger to now a national brand that celebrates its independent and Aussie roots,” he said.
“As we have evolved so has the world – for the better. We recognise that the name Colonial Brewing Co no longer aligns with the respect we have for, and the value we place on the rich cultural traditions and talents of Indigenous people. Nor does it connect or reflect on who we are as a business and those who work here. To continue to take pride in our craft, our name is an important detail to get right.
“After extensive consultation with our customers and stakeholders we will now be known as CBCo Brewing. The deliberate choice to retain the letters CB pays tribute to our heritage and acknowledges the efforts of all of those people over the past 18 years who have made us who we are, but in a more appropriate and inclusive manner for today.
“We are proud to make great beer and, as CBCo Brewing, look forward to continuing in this tradition.”
While the process started last month to remove the old name, Dowd said the transition would take six to 12 months for all mentions of Colonial to be changed as retailers sell through remaining stock.
Dowd said the company had considered the name change for some time, consulting staff, partners and fans – as well as engaging a range of leading Indigenous representatives.
“We are pleased with the way the new name has already been received. And in the spirit of acknowledgement and respect we continue to work and find ways to support the promotion of First Nations history, heritage and culture,” he said.
“This is an important moment in our story. We brew for today’s tastes and we now have a name that better reflects who we are today.”
Dowd said he hopes the new name will signal an evolution for the brewer, having just invested more than $12m in upgrades to its Port Melbourne brewery, taking its capacity to over eight million litres.