By Andrew Starke
Pacific Beverages claims to have pioneered a new beer category for Australian consumers with its draught beer, Bruers Bright, now nationally available to the on-premise market.
Currently available on tap in over 200 premises around the country, Bruers Bright is filled straight from the brewery vats without any heat treatment, which the brewer says allows the beer to retain its brewery fresh taste.
Bruers Bright was developed in consultation with Pacific Beverages’ key customers at certain pubs and hotels around Australia, first unveiled at the opening of the Bluetongue Brewery last year and trialled at a number of venues since November 2010.
“Bright beer is supplied exactly as a brewer would intend,” said Pacific Beverages CEO Peter McLoughlin.
“Because of our sterile flitration, we don’t have to pasteurise or heat treat our beer, so we are able to fill directly from the bright beer tanks into the kegs and lock in that special taste for the consumer.”
Wyong Rugby League Club on the NSW Central Coast was the first venue in Australia to stock the beer and was part of the development of Bruers Bright.
“The taste of Bruers has been very popular with our customers to date. I have been surprised by some of our older patrons who have changed their beer of choice to Bruers,” said the club’s food and beverage manager, Ben Coghlan.
"There has been quite a lot of demand for Bruers because of interest in the local brewery and genuine interest in the new product. It has been great for us and our venue as it encourages people to come into their local and have the choice of a genuine alternative mainstream beer.”
McLoughlin said Pacific Beverages had asked publicans what they thought was missing in the market when developing the beer.
“They wanted a draught beer that was in keeping with the Australian style of beer but was fresh and offered a point of difference for the consumer,” he said.
“Armed with that feedback, we asked our expert brewers to do what they do best and the result was Bruers Bright.”
Pubs stocking the draught include: The King Street Brewhouse and the Woolloomooloo Bay Hotel in NSW; The Commercial Hotel and Young and Jacksons in VIC; the Victory Hotel and Breakfast Creek Hotel in QLD; the Royal Oak Hotel and Ramsgate Hotel in SA; and the St George Hotel in WA.
To view an online clip promoting Bruers Bright, click here.