Lion ends Bevy, rebrands as Little Creatures
Lion has continued to cull its regional craft brands announcing that it is ceasing production of its Bevy-branded beers.
The company will rebadge Bevy’s Camfield Hotel home as a Little Creatures microbrewery.
Bevy was launched as a joint venture between Lion and the owners of The Camfield, billed as “Australia’s largest pub”, when it opened in the shadow of Perth’s Optus Stadium in 2018, spanning 9,000 square metres, with 175 beer taps and a capacity of 2,500 people.
Lion trumpeted Bevy as a chance to write another chapter in Western Australia, reintroducing a local brewery on the banks of the Swan river after it closed Swan in 2012.
The decision to end the Bevy brand follows the announcement in March that Lion was closing Tiny Mountain and amidst a review of the company’s craft portfolio and strategy following its purchase of Stone & Wood in 2021.
Lion has been under increasing pressure from an ascendant CUB.
The move to rebrand as Little Creatures is an attempt to revitalise the much-loved but stagnant Little Creatures brand, which has failed to grow in line with the wider craft beer market.
In a media release Lion said The Camfield will pour Little Creatures’ Pale Ale, as well as The Camfield brewed Backyard Ale, an All-Australian IPA, and a new permanent Draught Ale.
“New brews will be developed and brewed every few months too, only available at The Camfield and Three Pound Group venues,” the statement read.