[Sometimes the larger brewers completely ignore the entire craft beer market with the claims they make of being first, innovative or pioneering. Given the very small reach that craft brewers have, you can sometimes overlook these oversights – but in this case, I can’t think of a single microbrewer that pasteurises their lagers. In that sense a media release such as this should be read as relating only to beers from larger and mainstream brewers. Ed]

Media Release

Pacific Beverages defines a new beer category for Australian consumers with draught beer; Bruers Bright

Pacific Beverages has pioneered a new offering for Aussie consumers on-tap, unveiling their new draught beer, Bruers Bright. Available on tap in over 200 premises nationally, Bruers Bright is filled straight from the brewery vats without any heat treatment, allowing the beer to retain its brewery fresh taste.

Peter McLoughlin, Chief Executive Officer for Pacific Beverages says, “Bright beer is supplied exactly as a brewer would intend. Because of our sterile filtration, we don’t have to pasteurise or heat treat our beer, so we are able to fill directly from the bright beer tanks into the kegs and lock in that special taste for the consumer. “

Bruers Bright has been developed in consultation with Pacific Beverages’ key customers at certain pubs and hotels around Australia and successfully trialled at a number of venues since November 2010.

Chris Condon, owner of Brisbane’s QA Hotel, participated in the initial consultation for the development of Bruers Bright and was impressed when some of their ideas came to fruition, particularly the introduction of the ice jug. Chris said, “The jugs are really popular, they are very infectious and almost like a cocktail because once one patron sees them served icy cold it becomes an attractive choice for their next drink.

“We started Bruers on tap over six weeks ago and we have seen strong sales which are increasing with time and the popularity of the beer. We have been really impressed with it being a purely draught beer which naturally encourages patrons to drink on premise and the jugs only add to this value by creating a very social atmosphere as well as a great talk-ability for the beer.”

“We asked them what they thought was missing in the market and how we could help fill the void. They wanted a draught beer that was in keeping with the Australian style of beer but was fresh and offered a point of difference for the consumer. Armed with that feedback, we asked our expert brewers to do what they do best and the result was Bruers Bright.

“Following the success of the initial trial we are moving into phase two of the rollout plan. Now more Aussies can experience beer as the brewers intended, the Bright Way”, said McLoughlin.

Bruers Bright is a highly drinkable Australian style draught lager with a clean fresh aroma, a fruity individualistic palate and a soft bitter aftertaste, delivering the ultimate fresh beer experience.

Lighthouse venues by state:

NSW

King Street Brewhouse, 22 The Promenade, King Street Wharf, Sydney NSW 2000

Woolloomooloo Bay Hotel, 2 Bourke St, Woolloomooloo, NSW, 2011

Wyong Rugby League Club, Lake Haven Dr, Kanwal NSW 2259

Wallarah Bay Recreation Club, 40 Wallarah Road, Gorokan NSW 2263

Goulburn Railway Bowling Club, 271 Sloane Street, Goulburn NSW 2580

VIC

The Commercial Hotel, 238 Whitehall Street, Yarraville 3013

Zagames Caulfield Hotel, 25 Derby Road, Caulfield East VIC 3145

Young and Jacksons, 1 Swanston St, Melbourne, VIC 3000

QLD

Victory Hotel, 127 Edward Street, Brisbane QLD 4000

Breakfast Creek Hotel, 2 Kingsford Smith Drive, Breakfast Creek QLD 4010

QA Hotel, 64 James Street, Fortitude Valley, QLD 4006

SA

Royal Oak Hotel, 123 O’Connell Street, North Adelaide, SA 5006

Ramsgate Hotel, 328 Seaview Rd, Henley Beach, SA 5022

WA

The St George Hotel, 2 Morris Rd, Innaloo, WA 6018

For more information on Bruers Bright log onto www.bruersbright.com.au

About Pacific Beverages Ltd

Pacific Beverages, a joint venture between CCA and SABMiller, was formed in 2006 and began importing, selling and distributing premium beer brands, including Peroni Nastro Azzurro, Miller Genuine Draft and Pilsner Urquell, joined later by Miller Chill and Grolsch. In December 2007 Pacific Beverages acquired Bluetongue Brewery and its stable of Australian premium beers, including Bluetongue Premium Lager. In its four year history, Pacific Beverages has grown market share of premium beer in Australia from 3.6% to approximately 10%.