Byron Bay Brewery is launching a new premium lager this month and is also rebranding to capture the Byron Bay lifestyle.
The premium lager was originally brewed by Head Brewer Alastair Gillespie as a seasonal beer, but proved so popular that parent company Lion decided to launch the beer nationwide in time for summer.
“I really wanted to brew an easy-drinking lager to enjoy during gigs on hot summer days. We brew our Premium Lager with the best Australian pale malt and a blend of zesty hops. It has a light body with a subtle citrus flavour which gives it such a refreshing yet flavoursome finish; the perfect beer to enjoy with a of couple mates after a swim at the beach or while listening to great live music,” Gillespie said.
The Premium Lager is available on tap at the Bryon Bay Brewery and as of 30 September it will be available nationwide in bottles and kegs. The Byron Bay Brewery will brew the beer into kegs for its local market, with the beer also being brewed at Lion’s network of breweries to meet national demand.
The lager is 4.2 per cent ABV and the 355ml bottles will have a RRP of $18 for six-pack and $50 per case. Lion also said the launch will be supported with national media as well as at festivals and events around the country.
Serge Costi, Lion’s Marketing Manager Premium Beer, said: “The new Byron Bay Brewery Premium Lager has been a great success at the brewery and we’re thrilled to make it available for all Australians to enjoy this summer. We’ve rebranded the brewery and this is just the first stage of our plans to keep improving the brewery experience and our contribution to the local community.”
That rebranding has been done with local designers at the Thrills clothing label and epitomises the creative Byron Bay lifestyle.
“It goes without saying that we here at Thrills are beer lovers, and so when the opportunity came up to partner with the Brewery, it really was a no brainer. Our shared passion for all things music, and mutual adoration of our Byron Bay home meant that it was a really easy melding of ethos and ideas,” said Thrills Founder, Brooke McGregor.
Alongside the rebrand and launch, Byron Bay Brewery has implemented a range of local community and sustainability programs, including Festival of the Seas, which actively cleans up Byron Bay beaches in partnership with local conservation charity Positive Change for Marine Life.