An independent Aussie craft brewer is planning a major launch across China, Hong Kong and Southeast Asia in the coming months.
Mountain Culture Beer Co is preparing a significant push into Asia, planning to simultaneously launch across China, Hong Kong, Singapore, Taiwan and Malaysia from July.
The New South Wales-based brewery said the products will be available through across on- and off-trade including supermarket chains, bars and online retail platforms.
In comments to local industry publication Beer & Brewer, the brewery’s sales director Nick Murphy described the move as a major milestone for the business.
The brewery reportedly has spent considerable time visiting & researching Asian markets, researching consumer trends and establishing relationships with distribution partners.
Launched last year in Australia, the Juice Trip sub-range was selected because its fruit-forward profile would be appealing to drinkers who may not already be engaged with traditional craft beer.
The brewery’s market research indicated that 64% of consumers aged between 21 and 34 in their target Asian markets preferred fruit-flavoured beers.
The range currently includes the Hawaiian Punch-inspired original Juice Trip release and Juice Trip Neon Splice, a pineapple-and-lime variant designed to deliver lighter flavour profiles.
The brewery is receiving support both at state level from Investment NSW and federally from the Australian Trade and Investment Commission, a sign of growing involvement of governments in promoting domestic beer industries.
Founded in 2019 by DJ & Harriet McCready in New South Wales’ Blue Mountains region, Mountain Culture has built a strong following around its hop-forward and hazy-style beers.
The brewery has since expanded production capacity through its Emu Plains facility in Western Sydney and has broadened its national footprint with venues in Sydney, Melbourne and Hobart.
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