Beer Cartel has formed an exclusive partnership with First Choice Liquor Market that will see the award-winning Aussie craft beer retailer return to bricks and mortar.

In December last year, Beer Cartel Co-founders Richard Kelsey and Geoff Huens, announced they would be closing their physical store on Sydney’s North Shore and shifting the business to 100 per cent online. The decision was driven by a move to a new warehouse where licensing restrictions meant having a bricks and mortar store was not possible.

Since launching in 2009, Beer Cartel’s objective has been to make craft beer more accessible to Australians, and Kelsey says that the new partnership with First Choice Liquor Market will allow them to reach a bigger audience.

“Earlier this year, we transitioned to a larger warehouse, bidding farewell to our physical store. However, we always envisioned a return to the world of bricks and mortar, and this partnership helps bring that vision to life,” he says.

The partnership is also a good fit for First Choice Liquor Market, which is the Platinum sponsor of GABS Hottest 100, and currently stocks more than 140 craft beers in every store.

To kick off the partnership, NSW online customers of First Choice Liquor Market will be able to purchase a unique range of 11 Beer Cartel craft beer packs, including Beer Cartel’s Australian Craft Beer Mixed Pack, Hottest 100 Aussie Craft Beer Mixed Pack, Birthday Craft Beer Gift Pack, Limited Edition IPA Pack, Dark Beer Limited Edition Mixed Pack, and Best of Germany Mixed Pack.

At its full potential, the partnership could see Beer Cartel packs ranged in more than 930 Liquorland, First Choice Liquor Market and Vintage Cellars stores, as well as online.

Speaking about the new partnership, Nick McArdle, Coles Liquor Business Category Manager for Beer, told National Liquor News that it won’t be long until the Beer Cartel beer packs are rolled out nationally.

“We’re passionate about providing our customers with a wide range of great value craft beers. That’s why we’re partnering with Beer Cartel who are driven to make craft beer accessible to all Australians. Whether you’re a craft beer expert or just getting into the category, the Beer Cartel packs are the perfect way to discover new and emerging styles. The mixed pack options are an excellent gift idea and will be a welcome alternative to socks this Father’s Day.

“We currently have 140 different craft beers on offer across First Choice Liquor Market nationwide, but this partnership allows us to expand our range even further.

“This exclusive partnership builds on our sponsorship of the GABS Hottest 100 and strengthens our relationships with local craft breweries who work closely with Beer Cartel.

“We’re confident our customers are going to love Beer Cartel’s beer packs and we expect to welcome them into stores and online nationally soon.”

Deborah Jackson

Deb joined Intermedia in 2015 as Editor of National Liquor News and Deputy Editor of The Shout. Since then, she has also worked as the Editor of Beer & Brewer and the New Zealand title, World of Wine....

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