On 28 October 2021, Perth is set to welcome its long-awaited Pirate Life Brewery, in conjunction with one of Western Australia’s most awarded hospitality group operators, Andy Freeman’s Sneakers & Jeans (S&J).

Not only will the new brewery bring a nationally recognised brand to WA, it will also see two well established, respected brands collaborate to create “more than a brew pub” – with Sneaker & Jeans’ investment in the brewery the largest private hospitality investment the CBD has seen in years.

And what a Perth-centric collaboration collective it has been. Pirate Life founders Michael ‘MC’ Cameron, Jack Cameron, and Jared Proudfoot were originally from Perth, however took the project to Adelaide five years ago for ease of distribution – having since grown the brand into a national phenomenon.

“The Pirate Life team are pumped to be partnering with Andy and the Sneakers & Jeans crew for the opening of Pirate Life Perth” says Pirate Life co-founder, Michael ‘MC’ Cameron. “It’s been a long time in the making, but Red, Jack and myself feel immensely privileged to be returning to Perth to open a brewery in such an amazing location – right in the heart of the city.”

Perth-bred S&J has delivered some of Perth’s most iconic hospitality venues such as Varnish on King, The Flour Factory and Hadiqa. Pirate Life Perth will be a comfortable addition to the thriving S&J portfolio. Stickman Tribe, founded by Perth-born Marcos Cain, has overseen the design of the new venue with both S&J and Pirate Life to deliver a new standard in Perth hospitality.

“Pirate Life already has a devoted following with its rebellious approach and its delicious beer” says General Manager of Carlton & United Breweries’ Fire + Earth Ventures, David Stingl.

“Now Perth beer lovers can enjoy the Pirate Life with beer brewed on-site in the CBD, with the great food and events the team are well-known for at their Adelaide brewery. We’re incredibly proud of what Pirate Life and Sneakers & Jeans have achieved with the Brew Pub. By going back to their Perth roots, we think the Pirate Life team have created something very special.”

Following today’s phase one opening announcement, over 40 new jobs have been filled – with more still to come as hospitality operator has confirmed two more venues will be unveiled within the brewery’s Phase two opening later this year.

“A phased opening wasn’t what we wanted, but our hand was forced due to COVID” says Freeman. “It’s been quite the journey since we announced the brewery in September 2019 – little did we know a global pandemic was just round the corner, which has turned our beloved industry on its head.”

A killer team will be running the tight Pirate Life Perth ship behind the scenes. Opening the venue will be the best of S&J’s leadership team with Simon Wallen announced as GM, Jackson Purser as Head Brewer, Charlie Vargas as Head Chef, Yvonne Bluemi overseeing Front of House and Keegan Hartslief managing the beer and drinks program.

“This venue isn’t just about beer, it’s about good people and great hospitality” says Pirate Life’s co-founder, MC. “It’s about lifestyle, employment and helping to regenerate the west end of the city. It’s about celebrating all things that make our fantastic industry great. We couldn’t be prouder.”

Spread over multiple floors at the old Sony Centre building (440 Murray Street), Pirate Life Perth showcases a multitude of unique spaces – including in-house brewery, two private dining rooms and exclusive merchandise digs. Four key brands will make up the space collectively; the Pirate Life Perth brewery and casually fine-dining restaurant, TOMA – with two more identities to follow in the venues’ second phase opening; a yard area and a basement venue, within the brewery.

“It’s easy to forget that just over 12 months ago we had our doors closed – busy building Perth’s biggest brewpub behind the scenes, not knowing if we were ever going to see it open. It was an uncertain time to say the least.”

“I’ve taken a lot of risks and gambles in my career – but opening a multi-million-dollar brewery during a pandemic is by far my biggest. We simply couldn’t wait any longer. We promised Perth a brewery – and a brewery is what they’ll get… and then some.”

Indeed, around 100 tradies have been a part of the $6M Pirate Life Perth story to date, which will breathe life into the previously three-year vacant building owned by the Litis and Somas families – hugely activating the sleepy western end of Murray Street. The new venue will accommodate close to one thousand patrons, located just a stone’s throw away from Perth Arena, Yagan Square and a multitude of hotels. “Our neighbours range from local cafes, businesses, hotels, apartments and companies – and they’re excited – we’re throwing a huge uppercut to this sleepy part of the CBD. It’s time to wake up and smell the frothies!”

And frothies aplenty there will be! October’s Phase one opening will unveil 16 Pirate Life Perth taps in the brewery’s 15-metre main bar (with another 16 taps still to come) – and the promise to be the only place in WA pouring exclusive Perth and Port Adelaide Pirate Life brews.

Perth’s 1,200L tanks are significantly smaller vessels than the 40,000L tanks in the flagship Port Adelaide brewery, Perth’s 1,200L tanks will allow for smaller, more regular batches of beer. This will facilitate Head Brewer Jackson Purser’s ability to pump out some risky, yet innovative brews – ultimately introducing local beers that are unique to the national market, positioning Pirate Life Perth as the “experimental brewery” of the Pirate Life portfolio.

The space is defined by an intimate, industrial feel, created within the shell of the former Sony Centre building. The brewery was custom built to showcase the brewing platform at the same height as the main bar floor – with the rest of the action in the basement. Being the only basement brewery in Perth came with construction challenges, but worth it – housing underground private dining and tasting room, TANK where the Pirate Life crew will host educational tastings. A second private dining room space, The Mezz will also feature in the brewpub, where patrons can enjoy some of the most unique hospitality spaces in Perth.

The venue boasts art murals and installs from local artists, with formerly Adelaide-based artist Mike Maka creating the pièce de resistance – the peacock hung in the main bar being a fond salute to his iconic peacock mural that adorns the flagship Pirate Life Port Adelaide brewery.

Taking influence from S&J venues and the Pirate Life flagship brewery, local and sustainable practices have been adopted for the new brewery. Spent grain from brewing will be shipped to local WA farmers and spent produce from kitchen will be repurposed and incorporated into the venue’s beverage program. Kitchens will source from local WA farmers, including TOMA’s signature TOMAhawk dish.

“This project has been a long dream, an amazing collaboration and a great example of tenacity and perseverance” says Freeman. “I’ve always wanted to open a brewery, but Pirate Life Perth is so much more than that” says Freeman. “It’s a unique space for everyone and the best beer in Australia, with the S&J touch; the finest cocktails, great food and classic Sneakers hospitality.”

“We’re excited to be able to open the venue just as we can see light at the end of the tunnel of the pandemic – Perth has been crying out for a CBD brewpub and we’re totally pumped to turn the taps on just in time for summer.”

READ MORE ABOUT THE PIRATE LIFE PERTH BRANDS HERE

READ ABOUT THE PIRATE LIFE OPENING TEAM BIOS HERE
Get a vibe for what Pirate Life Perth has instore by checking out their S&J Sounds Spotify profile here; https://open.spotify.com/playlist/7BLdBzVjXR2PEYgorQc77V

Restaurant bookings for TOMA are now open: https://bookings.nowbookit.com/?accountid=94eb9f46-d8a4-4a9a-b19b-9f378707ce07&venueid=5808&theme=dark&colors=hex,263238,00695c

Pirate Life Perth Functions and Events will be available from 1 January 2022. Enquiries: events@piratelifeperth.com

-ENDS-

Australia’s largest brewery at Yatala, Queensland is now brewing beer with barley traceable back to its farm of origin as part of a groundbreaking deal with Aussie growers.

The deal means QLD beer lovers can enjoy a VB, Carlton Dry or Pure Blonde knowing it’s been brewed entirely with barley sourced direct from select NSW farmers.

Under the old model, farmers sold their grain to bulk handlers who stored it all together, meaning the barley used for brewing was potentially from hundreds of different farms.

But Asahi Beverages, which owns Carlton & United Breweries, has now removed the bulk handlers from the barley supply chain – allowing brewers to work directly with growers to select and perfect barley types.

The move means Asahi Beverages will now buy up to 40,000 tonnes of barley direct from NSW every year to supply the Yatala brewery.

Yatala’s Brewing Manager Garry Menz said the direct purchase agreement allowed Asahi Beverages to trace its grain back to the farm where it was grown.

“Our brewing team can now track the barley from NSW farms while ensuring farmers get additional payments that otherwise would have gone to the bulk handlers. This allows Asahi to secure a direct supply chain for one of our most important ingredients and allows us to trace how the barley will perform.

“We can monitor farming processes and our long-term commitment gives each grower the confidence and financial security to invest in new technology and make improvements in farming sustainability and efficiency. This is collaborative cultivation and food production at its best.”

Seven NSW farmers have joined the program, with more expected to join next year.

North Star farmer Andrew Ostwald has signed up and his barley is now earmarked for use in one of Australia’s most popular beers.

“The barley from my property will be used to brew Victoria Bitter that’s enjoyed across QLD and beyond,” he said.

“The opportunity to tap into a direct deal with a brewing giant such as Asahi Beverages is an enormous leg up for Australian barley growers. By simply removing a layer between the grower and the brewer we can then invest the financial gain into the long-term partnership with Asahi. We’re now in the unique position to afford and plan upgrades to technology, machinery and people.

“This deal puts growers back in the driver’s seat, allowing us to do what we do best – grow great barley! You can guess what beer I’ve now got in the fridge!”

The new deal includes monitoring of agricultural inputs such as water usage to help Asahi Beverages achieve its sustainability targets. It is also running with Victorian farmers at the Abbotsford Brewery in Melbourne, with more than 90% of Asahi Beverages’ barley now purchased direct from Australian farmers. There are also plans to expand the program to Asahi Beverages’ smaller breweries such as Cascade in Hobart.

Supply chain managers PURE Grain Network will support Asahi Beverages in delivering the new program at the Yatala Brewery. CEO Stuart Tighe said: “Our relationship across the brewing industry from farmer, maltster and brewer is unique within the Australian grains industry.

“An agreement such as this creates a more resilient farming process. By working with Asahi Beverages, we can improve farming productivity and lessen environmental impacts. It’s a significant shot in the arm for the regional communities our growers operate in.

“It’s a win-win. Grain growers get the additional income that would otherwise have gone to the bulk handlers and Asahi Beverages gets clear sight of the growing process to ensure only the best, sustainably grown barley is used.”

Barley is one of four key ingredients needed to make beer, and influences its taste, colour, aroma and foam.

Mr Menz said “It’s the heart and soul of beer. Every time you twist the cap on a VB, we want Australians to think of growers like Andrew and raise a glass to all the Aussie barley farmers.”

Media Contact: Sequel PR, Siobhan Dooley 0417 500 787

Australian malting barley

More than 2 million tonnes of malting barley are produced by Australian farmers each year for brewing in Australia and overseas. Barley is one of Australia’s top crops.

Australia is world-renowned for producing high quality malting barley. In Australia, barley is second in crop size only to wheat, covering almost 4 million hectares sweeping from central and southern Queensland, throughout north to south mid-western NSW, northern and western Victoria, north to south central Tasmania, south-east and south-central SA and south-western WA.

Australian and overseas beer lovers have much to be grateful for, due to the contribution of Australian farmers to their beers.

Carlton & United Breweries has been named one of Australia’s most innovative companies for the third year running.

The AFR BOSS Most Innovative Companies List 2021 last night recognised CUB for its For the Love of Your Local campaign, which raised $2 million for pubs and clubs hit by COVID-19 lockdowns.

CUB, a proud part of Asahi Beverages, was named the sixth most innovative manufacturing and goods company in Australia and was again the highest-ranked major beverages company on the list.

CUB’s Head of Integrated Marketing Jemma Downey said For the Love of Your Local was created and launched within just a couple of weeks in April 2020 to support pubs and clubs in one of their darkest hours.

“For the Love of Your Local used leading technology to allow customers to support their local despite venues being closed,” she said. “Customers could buy a pint remotely, with the money going to the venue. When venues re-opened customers claimed that pint, along with an additional one supplied by CUB, by redeeming a digital token.

“This campaign gave venues cashflow when they needed it most and, through the 2-1 offer, gave people even more incentive to return to their local as soon as it reopened. We’re delighted this win-win initiative was recognised by the judges.”

The new technology that underpinned the campaign is dubbed “Virtual Atoms”, or “Vatoms”. Combining blockchain, geolocation and other elements, it allowed customers to securely and easily redeem a token they were emailed, via scanning a QR code in their mobile wallet.

More than 2,000 venues signed up to For the Love of Your Local, with the campaign raising $2 million in funds that were transferred directly to the venues via PayPal.

This latest recognition for CUB follows its appearance on the AFR BOSS Most Innovative Companies List last year with draught cocktail Lexington Hill and in 2019 with the ground- breaking Carlton Zero.

CUB’s Head of Insights & Innovation Adam Murphy said the hat-trick underlined CUB’s ongoing commitment to innovation.

“Last year people from across the business participated in our inaugural ‘InnoWeek’ which generated more than 1,000 different ideas, several of which are now active projects in our innovation pipeline,” he said.

“We know constant innovation grows our business. We’ve recently launched Great Northern Zero, Vodka Cruiser Spritz, and new easy-drinking craft options 4Pines Freshy and South Coast Pale Ale. We’ve also expanded into other categories such as fragrances, sneakers and puzzles.

In fact, Victoria Bitter’s Thirst scent became the fastest selling fragrance in Aussie history, selling over 25,000 units in its first 72 hours.

“We’ve achieved a lot through innovation – but there’s much more to come.”

Media contact: reid.sexton@asahi.com.au

Asahi Beverages is delighted to announce the appointment of Mr Danny Celoni as the new CEO of Carlton & United Breweries (CUB).

“Danny has built a formidable reputation across the beverages industry in Australia and Asia over 25 years. Danny’s proven ability to successfully run large and complex businesses, across alcohol and non-alcohol, was critical in our decision to recruit him to become our new CEO of CUB”, said Robert Iervasi, Group CEO, Asahi Beverages Oceania.

Danny joins us from PepsiCo, where he is CEO of their Australia, NZ & South Pacific business.

“We’ve had the pleasure of working closely with Danny over his time with PepsiCo, one of Asahi Beverages’ key strategic partners. We’ve observed first-hand his ability to understand and deliver great results for his customers, and build exceptional teams”, Mr Iervasi said.

Danny commenced his beverages career with Diageo in 1996 where he rose, over a 17-year career, to become Commercial Director for Australia, NZ & South Pacific. In his time with Diageo, Danny also held senior executive roles in Singapore, Korea and Thailand.

“We’re looking forward to welcoming Danny to CUB and Asahi Beverages in early February 2022.

“CUB is a great business, with an unbelievable portfolio, and we couldn’t be more pleased that Danny will be running it. With Danny’s forward-thinking approach to business, he’s going to make a very significant contribution to building our teams, delivering on our strategies for growth, and forging great relationships with our customers and partners,” Mr Iervasi said.

Danny will also join the Asahi Beverages Oceania Executive Leadership Team, reporting to Mr Iervasi.

Mr Celoni said, “It’s an honour to be given the opportunity to lead CUB and join Asahi Beverages. With its unrivalled beverage portfolio and commitment to innovation, I’m excited by the strategic direction and growth opportunities for the business.

“I’m particularly looking forward to working with CUB’s customers and partners as we seek to navigate the evolving COVID-normal environment and the other challenges that lie ahead.”

Peter Filipovic will continue as CEO until Danny commences in February.

Media contact: reid.sexton@asahi.com.au
 
About Asahi Beverages
Asahi Beverages operates across Australia and New Zealand with three Business Divisions: Carlton & United Breweries (alcohol in Australia), Asahi Lifestyle Beverages (non-alcohol in Australia), and Asahi Beverages NZ (alcohol and non-alcohol in NZ). It has manufacturing plants in all Australian states and in New Zealand and makes and distributes some of Australia’s and NZ’s most loved drinks
CUB is Australia’s leading alcohol business, with a storied history dating back to the 19th century.
In Australia, our leading alcohol range includes Asahi Super Dry, Carlton Draught, Victoria Bitter, Great Northern, Carlton Dry, Pure Blonde, Cascade, Peroni, 4 Pines, Mountain Goat, Pirate Life, Balter, Green Beacon, Somersby Cider, Riot Wine, Vodka Cruiser and Lexington Hill cocktails. We also proudly import and distribute Corona beer.
Our diverse range of non-alcohol drinks in Australia includes leading brands such as Schweppes, Solo, Cottee’s, Cool Ridge water and Spring Valley and Charlie’s juices. We also proudly manufacture and distribute under licence Pepsi, Mountain Dew, Sunkist, Gatorade, Lipton Iced Tea and Kombucha.
In New Zealand, our non-alcohol range includes Charlie’s, Phoenix Organics, Cool Ridge and Juicy Lucy’s Juice Co. Our New Zealand alcohol range includes beers such Asahi Super Dry, Peroni and Boundary Road Brewery. It also extends to leading ready-to-drinks such as Long White Vodka and Vodka Cruiser along with Somersby Cider. We also proudly distribute wines such as Penfolds and Wolf Blass.

Off the back of last year’s successful launch, iconic brands Volley Australia and Victoria Bitter have joined forces once again to bring you the new and improved quintessential sneaker, the VB Volley 2.0, launching 4th of October 2021.

With the first edition selling out within days, Volley Australia and Victoria Bitter have been inundated with fans demanding a second release. For those who missed out the first time, fear not as they are back and better than ever before, expanding the offering for loyal customers to bring three new sneaker styles and accessories emblazoned with the logos of both brands. The perfect combination for Friday knock-offs, this limited-edition range is sure to be hot off the shelf!

Volley’s iconic Heritage High silhouette has returned in a new black colourway, joined by the Heritage Low in both black and white. The sneakers include Volley’s original rubber sole design created with durable ribbed canvas upper, custom metal eyelets and are 100% animal free. Accompanying our favourite sneakers are must-have accessories for any VB Volley fan: the Mid Sock in black and a new wide brim Third Man Hat in cricket-pitch green, black and crisp white. It’s time to crack open a cold one with a pair of fresh kicks and a wide brim hat, making a ‘day for it’ Summer afternoon even better.

The idea for this collaboration originated last year as an April Fool’s joke on Instagram when Volley Australia announced the ‘Ultimate Shoey’. When the hoax went viral, VB and Volley were blown away and brought the idea to life in late 2020. This partnership is one for the history books and both brands are excited to be continuing the relationship in 2021 and beyond.

General Manager of Volley Australia, John Szwede explains the significance of this collaboration and what it means for the brand.

“We are honoured to have established a long-standing and genuine partnership with one of the oldest brands in Australia. It means everything to have an alignment with an iconic brand like Victoria Bitter and Volley Australia is grateful to the brand for embracing such an idea. This collaboration brought about our most successful online sale date in history, with the first release selling out in a matter of days. We are excited for the collaboration to continue as we feel both brands’ customers find comfort in the nostalgia of the VB Volley range.”

Victoria Bitter’s Marketing Director, Hayden Turner, also said “The VB and Volley collaboration resonated so well with our VB drinkers last year that we knew there was an opportunity to keep working with such a like-minded and iconic brand. We’re really happy to build on the launch of last year’s range with the VB Volley 2.0 and hope that our drinkers enjoy knocking off in them.”

The VB Volley 2.0 range will be available from Monday, October 4th 2021 exclusively online at www.volley.com.au and www.victoriabitter.com.au.

Dropbox link to VB Volley 2.0 campaign images here.
Dropbox link to VB Volley 2.0 flat lay & product images here.

Products & RRPs
● Heritage High Sneaker – Black – RRP $84.99
● Heritage Low Sneaker – Black – RRP $74.99
● Heritage Low Sneaker – White – RRP $74.99
● Mid Sock – Black – RRP $19.99
● Third Man Hat – Green – RRP $39.99
● Third Man Hat – White – RRP $39.99
● Third Man Hat – Black – RRP $39.99

Volley Australia
Website: https://volley.com.au/
Instagram: https://www.instagram.com/volleyaustralia/?hl=en #TheSoleOfAustralia

Victoria Bitter
Website: https://www.victoriabitter.com.au/
Instagram: https://www.instagram.com/victoriabitter/ #ForAHardEarnedThirst

For all media enquiries and more information, please contact:

Montana Scott | onetwo agency on behalf of Volley Australia
montana@onetwoagency.com | 0421 751 957

Tess Buckley | TLA Worldwide on behalf of Victoria Bitter
tbbuckley@tlaworldwide.com | 0434 622 314

Victoria Bitter will evoke the spirit of its famous anthem to encourage Australians to get vaccinated against COVID-19.

The campaign will launch today and will call on Aussies to help us get back to working up a hard earned thirst.

“So if you’d like to get back to leading a band, or lending a hand, roll up your sleeves, and get the jab,” the new ad says. “Matter of fact, I got mine now.”

The classic 53-year-old VB anthem is one of Australia’s most iconic and loved advertising songs, celebrating knock-off from a day of hard work with a refreshing cold beer.

The new ad has the iconic images and music but with new words: “Right now you can’t get it goalin’, you can’t get it bowlin’. You can’t get it takin’ a vow, or chasin’ a cow.

“A hard earned thirst comes from being all over town. Not from being in lockdown.”

VB’s Head of Marketing Brian Phan said the campaign encouraged Australians to get vaccinated so people across the country can return to work and re-unite with family and friends.

“This will support hospitality and business more broadly by encouraging Aussies to get the jab so we can re-open all of Australia’s pubs, clubs, construction sites, offices, shops and everywhere else you earn a hard earned thirst.

“VB has been celebrating ‘taking a vow’, ‘chasing a cow’ and ‘leading a band’ for more than half a century. Unfortunately, COVID-19 has taken nearly all of these activities away from us. And let’s be honest, you can’t really earn one sitting on the couch or doing a puzzle. It’s a serious issue, but our Aussie sense of humour is still important during a pandemic.”

VB is proudly owned by Asahi Beverages, which last year acquired Carlton & United Breweries.

Robert Iervasi, Group CEO of Asahi Beverages said: “Re-opening businesses and re-uniting with loved ones is critical for the wellbeing of all Australians. We hope we can play a small role in this unprecedented national effort to roll up our sleeves together and ensure Australia’s long-term recovery.”

Australian Hotels Association Chief Executive Stephen Ferguson threw his support behind the new campaign, saying: “We have all missed the social things in life like gathering with mates at the pub for a beer. The sooner we all get vaccinated, the sooner we can get all get back to living.”

Clubs Australia CEO Josh Landis added: “Your local club can’t wait to swing open the doors and start serving fully vaccinated patrons. It is so important for us all to get the jab so that we can enjoy an ice-cold VB at our favourite venues once again.”

The new campaign will run on TV in states presently in lockdown and across the country digitally, supported with some print advertising. It will run for at least a month to help Australia achieve National Cabinet’s requirement of 80 per cent vaccinations before wide-spread lockdowns end.

TVC here: https://spaces.hightail.com/receive/uiage4uKfz

For more information contact HeadlinePR:
Simon Pristel simon@headlinepr.com.au 0412 393 433
Lisa Gilbert lisa@headlinepr.com.au 0412 822 673

Australia’s biggest brewery, at Yatala on the Gold Coast, is now brewing with the Queensland sun after the installation of the biggest solar project at any brewery in the country.

Around 7,000 solar panels will directly harness the Queensland sun to produce Australia’s favourite beers including Great Northern, Victoria Bitter and Carlton Draught.

The new 3.01 MWp system on the brewery’s rooftops is one of the biggest solar installations of its kind in Australia.

Yatala Brewery Plant Manager, Tom Robinson said the panels were spread across 15,000 square metres, an area larger than Suncorp Stadium’s playing surface.

“The solar power we now generate is enough energy to power more than 800 homes and nearly 9,000 beer fridges annually,” Tom said.

“Queensland is beautiful one day and perfect the next, so it makes sense to harness that perfect weather to make perfect beer.

“We’re committed to making the Yatala Brewery more sustainable and estimate the solar we generate will be enough to brew the equivalent of around 150 million stubbies or cans each year.

“The beer itself won’t change, with the same ingredients and brewing methods used. Only now when the sun’s making you hot, it’ll also be making you a cold one.”

The meticulous installation took 18 months and was completed without interrupting brewing operations. More than 150 kilometres of cable was laid – enough to run from Yatala to Brisbane at least three times over – and more than 20 people were employed on the project.

Yatala is proudly owned and operated by Asahi Beverages, which last year acquired Carlton & United Breweries. This project is a significant step towards Asahi Beverages achieving its ambitious sustainability target of sourcing all our electricity across the country from renewable sources by 2025.

“We’ve covered virtually every bit of available roof space at the Yatala brewery with panels,” Tom said. “While it’s not enough to power the entire brewery, our goal is to ensure Yatala is powered entirely by a mix of directly-sourced and offset solar electricity within four years, in line with Asahi Beverages’ targets.

“This project will reduce the carbon emissions in Queensland by around 100,000 tonnes over the next 25 years as Asahi Beverages seeks to reduce its carbon emissions by 50% by 2025. It’s quite ironic that the largest brewer of solar-powered beer sits on the former Power’s Brewery site.”

The project was led by Smart Commercial Solar in partnership with AMPYR Energy.

Smart Commercial Solar General Manager Maximilian Stenning said it is one of the most complex projects the company has undertaken in Australia due to its size.

“We’re very proud of what we’ve achieved with Asahi Beverages. Working in amongst an operating brewery of this size had its challenges, we delivered the system with no interruption to the facility,” Mr Stenning said.

“Asahi is at the leading edge of a quickly emerging trend among organisations to embrace ambitious projects that realise economic benefits for the business while reducing the environmental impact of business operations.

“The scope of it is amazing and sets the standard for breweries globally. We believe it’s Australia’s fifth largest “behind the meter” solar project, meaning it’s one of the largest in Australia where power is not fed back into the grid but rather used onsite. We are extremely impressed by Asahi Beverages’ commitment to take on a solar project of this magnitude.

“To give some scope to its size and scale, the central solar control room is so large it was escorted by police to site.”

Media enquiries: Siobhan Dooley, Sequel PR, 0417 500 787

Click here for high-res imagery

Following on from the record-breaking launch of Thirst. A Scent by VB, Victoria Bitter has launched a bigger and bolder version of the product, the Thirst Longneck, just in time for Father’s Day.

In August 2020, the brewers at Victoria Bitter partnered with leading Australian perfumers to create a big, bold scent for hard-working Australians. Thirst. A Scent by VB is Australia’s fastest selling fragrance of all time, selling over 25,000 units within 72 hours of launching.

A year on – and after 150,000 units sold – Victoria Bitter wanted to give back to fans of the iconic Australian brand by launching the Thirst Longneck, which will give hard-working Australians more of their favourite scent to wear whilst enjoying the perfect knock-off moment.

Victoria Bitter’s Marketing Director, Hayden Turner said, “VB fans absolutely loved Thirst when it launched last year so we wanted to acknowledge this by giving them double the amount of the scent they love with a 150ml bottle.”

The Thirst Longneck still houses the same aromas of that knock-off moment Australians crave between 9-5. The new product has the same combination of bitter citrus and icy aromas, with a hint of hoppy accents. And the best part yet? It still smells great.

If you are searching for the perfect Father’s Day gift, craving a new knock-off ritual or can’t get enough of this hardworking scent, the Thirst Longneck is currently available for purchase at Chemist Warehouse nationwide or the Victoria Bitter merchandise store.

The Thirst Longneck is $39.99 AUD and can be purchased at https://www.chemistwarehouse.com.au/ or https://www.victoriabitter.com.au/.

ENDS

For all media enquiries and more information, please contact:

Tess Buckley | TLA Worldwide on behalf of Victoria Bitter
tbbuckley@tlaworlwide.com | 0434 622 314

Victorian beer lovers can now enjoy Carlton Draught, Victoria Bitter and other iconic beers knowing they’ve been brewed with 100% Victorian barley purchased direct from local farmers.

For the first time in decades, beer brewed entirely with barley sourced straight from Wimmera and Mallee farms is now rolling off the line at the famous Abbotsford Brewery in Melbourne. The major change comes after Asahi Beverages, which owns Carlton & United Breweries, earlier this year removed intermediaries such as bulk grain handlers from the barley supply chain.

As part of the new program, farmers get payments that otherwise have gone to the bulk handlers and Asahi Beverages gets clear sight of the growing process to ensure only the best, sustainably grown barley is used.

Abbotsford Head Brewer Sarah Laing said: “Barley malt is the heart and soul of our beer and defines its taste, aroma, colour and foam. It’s fantastic Victorians can now enjoy a fresh Carlton Draught, Victoria Bitter or any beer brewed at Abbotsford knowing they’re directly supporting sustainable growing practices and Victorian farmers.

“We buy 30,000 tonnes of barley each year for Abbotsford and, barring natural disasters such as a drought, our barley will only be purchased direct from Victorian farms from now on. Fresh, local and delicious, it doesn’t get much better than that!”

Barley is one of beer’s four key ingredients along with hops, yeast and water. Under the old model, farmers sold barley grain to bulk grain handlers who stored it all together, meaning grains from potentially hundreds of different farmers were mixed together before they reached Abbotsford.

However, under the new program, the provenance of a grain can be traced right back to the paddock. This will help us better understand the variables that influence barley quality and means beer lovers can be told precisely where the barley has been grown. The program also monitors agricultural inputs to help Asahi Beverages achieve our sustainability targets.

More than 30 Victorian farmers have signed up to the new program. To mark the new beer coming off the line, Sarah travelled to the Wimmera to give some personalised slabs of commemorative Carlton Draught to farmer John Bennett, who grew the barley used in it.

Sarah said: “Having direct relationships with more farmers is a real win for everyone involved. Farmers can access our experience and over time we can collect long-term data to help them grow the best crops possible, not just for our use but for them to sell to other buyers.

“In return, we get guaranteed supply of the highest-quality barley available and certainty that the barley is grown sustainability, which is great news for every Victorian who enjoys a beer.

“It’s exciting to be able to bring a couple of cartons of beer back to their origin to the people who grew the barley in the field where it was produced.”

Wimmera farmer John Bennett said: “Working directly with the brewers to produce the highest quality grain and beers is fantastic. It feels very rewarding to drink a Carlton Draught knowing the grain for that exact beer was grown in our paddock and has come full circle.

“This direct purchase model not only benefits farmers but the communities we live in too.”

Asahi Beverages’ direct-purchase program has recently expanded to Queensland and NSW, bringing the amount of barley that will be directly purchased from farmers across Australia to about 70,000 tonnes a year. There are also plans to expand it to Asahi Beverages’ smaller breweries such as Cascade in Hobart.

Until recently, the expertise to introduce a program like this didn’t exist in Australia. But Asahi Beverages has now partnered with supply chain managers Origin Trail and Pure Grain to deliver it.

For media queries, journalists should contact: reid.sexton@asahi.com.au

Australian malting barley

More than 2 million tonnes of malting barley are produced by Australian farmers each year for brewing in Australia and overseas. Barley is one of Australia’s top crops.

Australia is world-renowned for producing high quality malting barley. In Australia, barley is second in crop size only to wheat, covering almost 4 million hectares sweeping from central and southern Queensland, throughout north to south mid-western NSW, northern and western Victoria, north to south central Tasmania, south-east and south-central SA and south-western WA.

Australian and overseas beer lovers have much to be grateful for, due to the contribution of Australian farmers to their beers.

1. Carlton & United Breweries CEO

Asahi Beverages is announcing that Peter Filipovic will be retiring as CEO of Carlton & United Breweries (CUB), our Australian alcohol business division.

Mr Filipovic will shortly achieve 25 years of service with the business, and following the successful integration of CUB in June 2020, Asahi Beverages and Mr Filipovic decided that now was the right time for the announcement of his intention to retire from the business.

Mr Robert Iervasi, Group CEO of Asahi Beverages, commented:

“Peter has played an important role in the smooth integration of CUB and the continued growth of our business. He has given great service to CUB and Asahi Beverages.

“Asahi Beverages plans to announce the new CEO of the CUB business division in Q3 2021. That person will also join our Asahi Beverages Executive Leadership Team. They will play an important role in helping deliver on our multi-beverage strategy and leading our very experienced CUB Leadership Team.”

Mr Filipovic, CEO of CUB, commented:

“It’s been a privilege to have served as CEO of CUB and a member of the Asahi Beverages Executive Leadership Team. It’s a phenomenal business, with exceptional people and an unrivalled portfolio. I’m leaving the business knowing that it’s in great hands and well set-up for long-term success.”

Peter will step down as CUB CEO once a new CEO for the business has been appointed.

2. New Non-Executive Director for Asahi Beverages

Mr Roland van Bommel, Chairman of Asahi Holdings Australia, is also pleased to announce that Natalie Toohey has been appointed to join the Board of Asahi Holdings Australia.

Natalie is a seasoned corporate affairs specialist with senior leadership and advisory experience across a range of sectors including FMCG, particularly alcohol and beverages. She will advise on supporting the implementation of business strategy through communication, reputation management, sustainability and government & industry strategy.

Media contact: reid.sexton@asahi.com.au

About Asahi Beverages

Asahi Beverages operates across Australia and New Zealand with three Business Divisions: Asahi Lifestyle Beverages (non-alcohol in Australia), Carlton & United Breweries (alcohol in Australia) and Asahi Beverages NZ (alcohol and non-alcohol in NZ). It has manufacturing plants in all Australian states and in New Zealand.

Asahi Beverages makes and distributes some of Australia’s and NZ’s most loved drinks.

In Australia, our diverse range of drinks includes leading non-alcohol brands such as Schweppes, Solo, Cottee’s, Cool Ridge water and Spring Valley and Charlie’s juices. We also proudly manufacture and distribute under licence Pepsi, Mountain Dew, Sunkist, Gatorade, Lipton Iced Tea and Kombucha.

Our leading alcohol range in Australia includes Asahi Super Dry, Carlton Draught, Victoria Bitter, Great Northern, Carlton Dry, Pure Blonde, Cascade, Peroni, 4 Pines, Mountain Goat, Pirate Life, Balter, Green Beacon, Somersby Cider, Riot Wine, Vodka Cruiser and Lexington Hill cocktails. We also proudly import and distribute Corona beer.

In New Zealand, our non-alcohol range includes Charlie’s, Phoenix Organics, Cool Ridge and Juicy Lucy’s Juice Co. Our New Zealand alcohol range includes beers such Asahi Super Dry, Peroni and Boundary Road Brewery. It also extends to leading ready-to-drinks such as Long White Vodka and Vodka Cruiser along with Somersby Cider. We also proudly distribute wines such as Penfolds and Wolf Blass.