Aldi gets into craft beer
Balmain Brewing is the first independent Australian craft beer brand to secure ranging in Aldi stores.
The Balmain Brewing Pilsner will be available as a 24-pack of 375ml cans priced at $50, Balmain Brewing CEO Glenn Cary told Australian Brews News.
It’s the first foray into cans for Balmain, which contract produces its beers at Icon Brewing in south west Sydney.
“They [Aldi] wanted a point of difference, they asked us if we were willing to develop our product in cans for them,” Cary said.
“It’s in keeping with the changing trend in the market, there is certainly an interest in product in cans.”
Cary said the Aldi rollout will be a valuable brand building exercise for his company.
“It’s putting us in front of five million new clients that don’t exclusively shop at Aldi and potentially would shop at other stores,” he said.
“On their next visit to an independent store or a Dan Murphy’s or a BWS, they’ll see Balmain in another configuration… it might tempt them to try that product.”
Cary said Balmain’s positioning as a premium brand was not in conflict with Aldi’s status as a value retailer.
“Any of the Woolworths or Coles outlets are all price-focused,” he said.
“Aldi, their focus is on offering premium quality at fair prices. I wouldn’t use the terminology ‘cheap’, they don’t see themselves as that, it’s about value for money.”
The new Aldi catalogue featuring the Balmain Pilsner launched on Wednesday September 30.