By Andrew Starke
Micro-brewer Gage Roads is in the process of rebranding and repackaging a number of its products as it looks to reposition these into higher volume, lower price pointed categories of the premium beer market segment.
The WA company’s marketing team has rebranded three existing products, with Gage Premium Lager given a taller bottle and new packaging in July while its pilsner, Gage PILS 3.5 is about to hit the shelves in its brand new packaging.
“Two re-branded products will be released before summer this year along with the launch of an entirely new brand that will become part of the new “Brewer’s Selection” portfolio of beers,” said Gage Roads Brewing CEO, Nick Hayler, in the brewer’s annual report released in late August.
“With the capacity to produce 500,000 cartons of cider per annum in a rapidly expanding market segment, we are excited by the prospect of meeting expected growth in cider demand for our own and contract brewed products,” he said.
“Following an overwhelming consumer response to our Blue Angel Cider, produced in a limited quantity last year, we will be re-releasing this product in October for the national market.”
The premium midstrength is now called Gage PILS 3.5 although only the packaging has changed.
The rebranding of PILS is the second stage of a three part rebranding program, with Gage Premium Lager already in store and IPA due out in October.
“This is an exciting time for Gage Roads as three of our products have had a major redesign and upgrade, and we also have a new product due for release in October,” said national marketing manager, Sarah Carne.
“Since the packaging upgrade, Gage Premium Lager sales are increasing, and we look forward to similar success with the other brands.”
Gage PILS 3.5 will be available from late September and will retail for around $14.99 per 6-pack and $45 per carton.
Shares in Gage Roads have fallen by 45 percent this year with the stock trading at 7.6 cents at 2pm today (Sep 10), down from 8 cents eight days ago.