The Smaller the Brewery, The Bigger the Package

According to Llewellyn Communications, there is a global shift to craft beers In the United States, for example, the craft beer industry has grown every year for the last 35 years, with 1368 craft breweries currently operating in the country [1]. In the first half of 2005 alone, the American craft beer industry grew 7.1% by volume. Nearly 7 million barrels of craft beer will be produced in the United States this year, with a total annual dollar volume of A$ 4.9billion. By comparison, the domestic large and traditional regional brewing industry in the United States actually declined by 2.6% during the first quarter of this year.

In Australia there is also a clear trend towards increased consumption of craft beers, although beer consumption overall has been declining. While there is only limited data available on the Australian craft beer industry, largely because there is no association which represents all craft brewers, there are 71 craft breweries [2] operating in the country, which are estimated to account for around 8% of the overall beer market in Australia[3]. The balance of Australia’s A$ 8.5 billion beer market[4] is owned by Australia’s two biggest liquor companies, Lion Nathan and Foster’s Group

For such a small percentage of the market, how do these small breweries draw the attention of the beer drinking public? The key word here is attraction and the success or failure of many small breweries rests on the ability to draw people who want more than just a beer. Here are a few examples of up market beer environments.
Oxford 152 is a classic example of a recipe for success. The ingredients are a run down pub (Balmoral Hotel) in a disadvantaged suburb of Brisbane, or any other major city for that matter, and add a renovation rescue of $ 3 million. What you become is part of a trendy ‘wharfie’ neighbourhood in the hip area on the south side of the river. The stylish restaurant does over a 1500 meals a week and their in house brewed beers have won over 30 major awards.

I asked Brew Master Brennan Fielding what his biggest challenges were in running a successful craft brewery. ”Each follow up brew has to be precise and true to style as the last and that policy is over all 12 beers we make. A well made lager doesn’t have to be bland. I brew twice a week to keep up with demand, as our tanks only hold 800 litres.” Here is their list;

Oxford Cloudy- A German hefe weizen with aromatic clove & citrus, balanced with a generous amount of wheat is unfiltered. ABV 5%

Oxford Premium- An aromatic European lager with pronounced malt aroma and balanced hop profile, light straw in colour leaving no bitter aftertaste. ABV 5.2%

Oxford 152 Full flavoured mid strength lager with a slight floral aroma & pleasant hop bitterness. refreshing and extremely thirst quenching.ABV3.5%

Oxford Pale Ale- a classic Northwest American Pale Ale boasting floral aromatics with hints of Lychee and Grapefruit. Unfiltered for maximum flavour. ABV 4.9%

Oxford Light- brewed with imported Czech hops and German yeast, oxford light is a full-bodied, double hopped lager thatis both light in alcohol and colour but not in flavour. ABV 2.9%

English Brown Porter Ale- the style originated during the 1800’s in London. Subtle chocolate notes and infused with ‘Toby’s Estate’ Colombian coffee blend to provide a mocha flavour. ABV 4.9

Oxford Black- a silky smooth stout with pleasant roasted malt flavours. English hops create the mild bitterness, and a blend of 10 malts makes for a complex but enjoyable blend. ABV 5.4%

The Mid-North Coast (NSW) now has its own local brewing company, following the launch of Murray’s Brewing Co. Its headquarters and onsite brewery have been established at the recently renamed “The Pub with No Beer Brewery”, located at Taylor’s Arm and established sine 1903. Owner Murray Howe, outlined his clear vision: “We’re going to create Australia’s leading craft brewing business, right here from Taylor’s Arm. We’ll be a market leader in terms of beer quality and flavour, as well as market leader as a tourism business via development of The Pub with No Beer hotel into a world-class Brewery. I’m proudly patriotic and want to promote pride in supporting Australian beverage and food producers and, I’m very passionate about my beer. The beer-loving public is increasingly demanding fresh, full flavoured, full aroma beer and are willing to pay for quality, and to try new experiences such as beer and food matching. And that’s what they’ll get when they try a Murray’s branded beer, and visit The Pub with No Beer Brewery. Murray’s strategy for growth is to first build a reputation for world class ales locally, and then take on the world. “We expect to launch a new beer approximately every quarter, and have bottled beer available from February. We will be working hard to get distribution for Murray’s-brand tap and bottled beers across the North Coast region. Key to the future success of Murray’s Brewing Co. is Head Brewer, Graeme Mahy, who relocated from New Zealand, and has more than 22 years’ home brewing experience including 15 years’ in commercial brewing

Sunrise Wheat Beer (4.5% abv)
A Belgian styled Wit beer, spiced with coriander and orange peel and a touch of nativeAustralian Yellow Bohoney. The citrus aroma is backed up in the mouth with coriander and orange peel tartness and a clean, smooth and refreshing finish.

Nirvana Pale Ale (4.5% abv)
Nirvana Pale Ale is a hybrid of an American Pale Ale and classic English Pale Ale style. brilliant golden colour, with a fresh citrusy/spicey aroma and flavour, balanced with biscuity/toffee flavours from the malt, with the bitterness supplied by generous quantities of New Zealand grown Cascade and Hallertau hops.

Swinging Arm Dark Ale (4.5% abv)
Made in the traditional Brown Porter style from selected roasted a deep ruby colour and creamy off-white coloured head, with an aroma of caramel and bittersweet chocolate

Two craft breweries have developed around popular wine growing areas and are making quite an impact in their districts. Potters Hotel & Brewery is a relaxing getaway, home to the HunterValley’s first microbrewery; the heritage listed ‘Brick Beehive Kilns of Nulkaba’; and Australia’s first Destination Spa. Located on 11 acres at the gateway to Hunter Valley Wine Country, Potters Hotel & Brewery was established in 2002. Valley Destination Spa offers the largest range of spa treatments in Australia. The elite Destination Spa is equipped with the latest technology, professional treatment beds, wet rooms and Spa. Every treatment room has its own climate control to ensure maximum guest comfort during spa therapy. The Spa is also proud to be launching an exclusive luxurious skincare range made from caviar. The boutique accommodation features variety of hotel, villa and spa suite options. While maintaining a sense of privacy, guests can enjoy the best of the outdoor and indoor extensive leisure facilities including; swimming pools, kids playground, lollie shop, day/night tennis, spa, massage room, billiards and historic kiln tours. Marketing Manager Daniela Fosci. “The Hunter Beer Company is our unique point of difference. Our boutique microbrewery is the Hunter’s first ever microbrewery. Our beers were Bronze Award Winners at the 2005 Australian International Beer Awards and our beers are brewed on site daily,” Potters Hotel & Brewery features an authentic German Bier Hall, a fine restaurant the Old Brickworks Brasserie – recently named the Lower Hunter’s Best Restaurant for 2005; and a lively beer rendezvous, the Potteries Lounge Bar.


After six long years in the development and planning stages, the first microbrewery ever on the Mornington Peninsula is now open. The Red Hill Brewery is unique, not only do they have their own brewery onsite, but they have also established their own hop yard where they grow all their own hops organically to use in their beers. Now in their fourth season, the Red Hill Brewery hops are a dramatic spectacle, growing over four metres high, and on full display to visitors to the brewery. It is the only brewery in Australia growing and using all their own hops and is also the only property on the Mornington Peninsula growing hops for brewing. Hops can only be grown within specific latitude, Red Hill is located right in the middle of this, and combined with the rich soil and higher rainfall, and they grow beautifully. Five different varieties are grown organically on site providing all the hops for the beers brewed at the brewery.

The Red Hill Brewery is producing three main ale styles, handcrafted to suit the palates of people who love the wine and food of the Peninsula. The flagship beer, the Golden Ale, is based on a German style Kolsch Ale. It is very pale and crisp light bodied ale, fruity with a refreshing tanginess. Scotch Ale is famously known as the “Burgundy of Scotland”, ripe, fruity ale which is a deep red colour and has a caramel sweetness. The caramel flavours often impart a smoky taste to the beer The Wheat Beer is in the famous South German (Barvarian) style. It is a highly aromatic beer with a banana like fruitiness in the palate and soft clove spiciness in the aroma.

From the moment you arrive, The Red Duck Brewery and Purrumbete Homestead instantly conveys the grace and grandeur of one of Australia's most impressive and historic private mansions. The size of the homestead means that you can always find somewhere welcoming or secluded. The Great Hall, the large dinning room, the Music Room, the sun room and the many wide verandahs are all for our guests exclusive use The sheltered waters of the lake offer opportunities for bird watching, or fishing for plump Purrumbete trout and salmon. Awarded Victoria's Best B&B/Guesthouse 2003* by Gourmet Traveller magazine.

According to owner and brewer Scott Morgan “Our micro-brewery is just a quack and waddle from Lake Purrumbete located in part of the old stables and coach house, which were originally constructed about 1870.

What about the beer?All natural ingredients, nothing artificial, nothing to get in the way of real flavours and aromas. We start with fresh rainwater; add malt, hops and yeast. Then we fret like a mother duck, until the beer turns out just right.

Red Duck Pale Ale is the beer for you. Highly aromatic and fruity, this beer is packed with hoppy, malty flavour, with just the right amount of bitterness on the finish. A clean, crisp beer that can be enjoyed any time
The Amber Ale is a more serious, complex beer, with caramel, tar, sarsaparilla, orange rind and toasty notes tantalising the taste buds. A very distinctive dark beer.

The Porter is the last in the line-up and without a doubt the best. The last time I tasted anything this good was in London. Dark and intense, the earthy/charcoal, molasses, orange marmalade and cola characters show both power and balance. The combination of creaminess and bitterness is perfect, as is the lingering finish.

> [1] Source: Brewers Association (United States), as of 1 December 2005.
> [2] Murray’s Brewing Co. research, October 2005.
> [3] Source: Business Review Weekly, 8 July 2004.
> [4] Source: Business Review Weekly, 19 February 2004.
> [5] Source: www.theinfoshop.com