By James Atkinson

Craft beer is taking consumers by storm, according to Matilda Bay marketing manager Jamie Fox, who says there is plenty of upside in the category for retailers.

At a recent conference, Fox acknowledged that the growth of craft beer is off a very low base, currently accounting for just two per cent of the Australian beer market

But he said the category is growing at a rate of 30 per cent a year, despite the overall market declining by 4.5 per cent a year.

"It really is the part of the market that's taking consumers by storm," he said. 

"It's a really good retailer category – it's sold in split packs. People will try a bottle then a six pack, so there's good margin in that."

Fox said that with more than 500 craft beers available in Australia, retailers can have a completely differentiated offer to their competitors.

There is also the opportunity for them to bring some theatre into their stores by running tastings, he added.

"The growth in craft is coming from regular beer drinkers who are bored of what they've been drinking," said Fox.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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