Craft Beer Surge - Sunday Star Times - 12 July 2009

Letters To The Business Editor - Page D7



Dear Tim

Re: Recession Bites Grog Sales – Sunday Star Times 28th June, 2009

I was surprised to read this article which does give the point of view
of the large brewers in this country and the commodity they sell
called beer. It is easy for consumers of this type of product to trade
down in tough economic times due to the fact that the flavour difference between the so called "premium" international style lagers and the budget NZ draught styles (which evolved during tough economic times during WWII) is minimal.

There is a segment of the New Zealand beer market that is still experiencing growth, the craft beers. Last week I was in Christchurch for a meeting of NZ craft brewers looking at setting up an export cooperative for the Australian market. We all talked about the growth rate were are all experiencing, even now, of 50% - 100%, across the
brewers at the table. We also discussed the issues we are currently having getting funding to expand capacity in our breweries. This is definitely something that the current economic situation if effecting the 50 craft breweries of New Zealand

As a brewer myself of craft beer, I would be surprised to see my customers trading down, as there is no comparative products that are cheaper. As a craft brewer I am making beers full of flavour, and don't compromise of ingredients, as a result my beer cost significantly more. But there is a growing market for these beers.

This month I am releasing a beer that could arguably be most flavourful beer in New Zealand, Epic Armageddon IPA. This beer will be selling in supermarkets for around $10 per 500ml bottle and I expect to sell out within a few weeks.

Cheers
Luke Nicholas
General Manager - Flying Brewer ;-)
EPIC Brewing Company

Mayhem Unleased on New Zealand

So to answer all of the emails, txts and tweets on where you can buy Mayhem, here is the list of outlets that have it

Alberton
Barabra
Branos
Cellar Room
Centre City Wines & Spirits
Duff & Finn Hastings
Farro Fresh
Hallertau
Hamilton Wine Co
Hillcrest Wines & Spirits
La Vino
Liquorland Albert St
Liquorland Forrest Hill
Liquorland Mt Eden
Liquorland Newmarket
Liquorland Parnell
Liquorland Pt Chevalier
Moore Wilsons
New World Blenheim
New World Hillcrest
New World Island Bay
New World Metro
New World Miramar
New World Rototuna
New World Te Rapa
New World Thorndon
New World Vic Park
New World Wellington City
PakNSave Porirua
Regional Wines & Spirits
The Beer Store (online)
Wine Circle
Wine Vault

(SOUTH ISLAND - I don't have a list of outlet from BeerNZ yet but once I do I will make an update)

So after spending weeks fretting about being able to sell all the Epic Mayhem within 3 months, it looks like it might all be gone after just three weeks on the shelf :-(

The delays on the bottle label pushing the actual street availability date out from 2nd February to the 18th February meant that the stock had been oversubscribed before it was even ready to ship. So there has been some rationing and allocation to the retailers. Some will run out before others.

Sorry if you can't find any in time to try. It will be available at the New Zealand Beer Festival both in Wellington (28th February) and Auckland (14th March).

Once the festival season is complete the small amount remaining (if any) will be shipped to a handful of retailers to top them up. So there maybe Mayhem available till the end of March at best.

DISH Magazine - "in pursuit of hoppiness"

In the latest DISH magazine, Issue 21, December 2008 - January 2009 there is a fantastic article about craft beer in New Zealand by John Corbett (pages 40 to 45)

John attended Beervana in September and had his eys opened. There is a review on Beervana the development of craft beer in NZ and a feature on three craft brewers - Steve Nally from Invercargill Brewery, Carl Vasta from Tuatara Brewing and a bit on myself, Luke Nicholas of Epic Brewing Company.

In the first sentence, the third word should be grandfather not godfather, but beyond that most of the information is close enough.

Blend Magazine - Epic Beer just got Bigger

October sees the release of a new 500ml bottle from Epic Brewing Company. Epic Pale Ale is the first to be bottled in the new format 500ml bottle, with Epic Lager to be available in 500ml come November.

Craft brewers across the country are embracing 500ml bottles format and consumers love the ability to be able to pick n mix a range of different beer styles and breweries. Luke Nicholas, General Manager of Epic Brewing Company says “beer drinkers can just pick up one bottle of a beer they have never tried before and give it a go. For around $6 or $7 a 500ml bottle you can see if it is something you like.”

Full Story

Management Focus - Case Study: Epic Brewing Company

While large established businesses often have substantial marketing resources to promote their brand, new products or special offers, start-up companies rarely have much of a marketing budget to contact customers and build brand awareness.

The challenge for Luke Nicholas, the Managing Director of Epic Brewing Company in Auckland, was to get people around the country talking about his new beer with only a tiny promotional budget to spend. To find the answer, he turned to what he knew: technology.

Full Story

Six Pack flys to San Francisco from NZ with pilot for Diggnation

Tonight Epic Pale Ale has the privilege of flying from Auckland, New Zealand to San Francisco with one of the Air New Zealand pilots of flight NZ008 (track the flight here). He has a six pack as part of his carry on.

This is a special mission to get Epic Pale Ale to Kevin & Alex of the Diggnation podcast - digg.com.

As a bit of a tech geek as well as a total beer geek, and brewer of the Epic Pale Ale, I have finally now found a way to get a six pack of Epic Pale Ale (current Supreme Champion Beer from the New Zealand International Beer Awards 2006 ) from New Zealand to San Francisco, where my brother (yes a New Zealander working as a web designer for Real Branding in San Francisco) will make the pick up from the hotel where the pilot is staying, this weekend.

Epic Pale Ale is very lucky to get this flight at such late notice, as if it had to buy a seat tonight it would cost NZ$2329 + airport taxes (US$1650). That's a flying time of 13 hours and a distance of 10,420 km or 6,475 miles.

Once the beer has been secured it will be delivered to the Digg.com head quarters, and with a bit of luck Kevin and Alex will have the opportunity to sample New Zealand's best beer on the next episode of Diggnation.

Fingers crossed.

Once the beer has been delivered to Digg.com we will give you an update.

Cheers
Luke

Yes, I know there has been a bunch going on with Epic over the last couple of weeks like its listing in "What's Hot" in the Sunday Star Times a couple weekends ago, and the NZ Beer Festival. As soon as I get a chance I'll post some more updates. Thanks again for drinking Epic and telling your friends about it.