Gage Roads to import San Miguel
Gage Roads Brewing Company is partnering with San Miguel Brewery to represent the companies’ “most successful” brands in Australia.
Under its Good Drinks banner, the company will be the exclusive importer and distributor of San Miguel Pale Pilsen, San Miguel Lower Carb and its speciality high-alcohol brand Red Horse for the next three years, starting in July 2020.
Gage told the ASX today that the deal will complement its current product range and provide an imported beer option within its portfolio.
San Miguel’s brands represent 40,000 cartons per year in Australia, it said.
Gage Roads managing director John Hoedemaker said that the group was “excited and proud” to partner with the international beer brand.
“In keeping with our broader strategy, the addition of [San Miguel beers] provides diversity and depth to our portfolio, access to broader segments of the beer market and scale for the Good Drinks national sales and marketing capability,” he said.
It comes 12 years after Philippines-based San Miguel Corp announced it was exiting Australia, having previously owned J Boag & Son brewery in Tasmania.
In 2007 the company announced it was selling its dairy products business, National Foods, along with Boag, to Kirin, now owners of Lion.
Lion reportedly acquired the brewery for $325 million from San Miguel, which had originally bought the brewery in 2000 for $92 million.
Lion itself has just offloaded its dairy business to China Mengniu Dairy Company Ltd, which some industry experts have suggested could have been the reason for a cyber attack which took Lion’s brewery operations offline for nearly three weeks.