After 10 years running one of Tasmania’s most successful wineries, Tim Goddard was looking for a change. But no-one expected him to announce the latest addition to the premium range at Moorilla Estate – beer. While it may seem unusual for a winery to turn its hand to beer, Goddard has no qualms taking up the challenge.
“The Australian beer industry may be experiencing a downturn in the mainstream lager market, but not so in the premium beer sector. Premium beer purchases have been growing nationally over the past five years at 15-20% year-on-year,” Mr Goddard said.
“Interest in the craft beer and micro-brewing sector, a sub-set of the premium beer sector, has also gained momentum with many small breweries having sprung up in the last five years, including popular labels such as Little Creatures in Western Australia, Mountain Goat in Victoria and Blue Tongue in New South Wales.”
The new micro-brewery is housed in a stunning 3-storey glass and steel ellipse shaped building located at the southern end of the Moorilla Wine & Food Centre. The top level of the brewery has been glazed all round enabling visitors to sample the brews at the bar while watching the brewers at work. From here, Moo Brew is unveiling its first three styles: a Czech-style Pilsner, an American-style Pale Ale and a classic German wheat beer.
“The ‘Moo’ in Moo Brew is short for Moorilla, but coincidentally we acquired an artwork by John Kelly, titled ‘Three Stacked Cows’ around the same time we began developing labels for the beer,” explained Tim Goddard. “Impressed by the humorous nature of Kelly’s work, it seemed logical to approach him about doing a series of new paintings for the beer’s packaging and labelling.
The six pieces he produced specifically for the Tasmanian micro-brewery are an added bonus to the entire Moo Brew experience.” Kelly, whose most recent work has focussed on branding and logos, appreciated the irony of creating artworks specifically for use as labels. The artist will fly in to Moorilla Estate this Friday to see the end result, before returning to his home in Ireland this weekend.
Production capacity of the brewing plant is estimated at approximately 250,000L per annum with the current 4 fermenters. However, there is potential for expansion with the addition of two more fermenters, before the current site arrangement is at capacity.
Brewer, Tasmanian-born Owen Johnston, has guided the commissioning of the brewery, along with the choice and development of the beers. Johnston, who completed his Chemistry Degree (Hons) at the University of Tasmania in 2001, considers his job “the best in the world” and is justifiably proud of the three styles being released.
Johnston explains, “the first three styles have been chosen because they are classic beers that can be enjoyed for the range of characteristics they display. The Pilsner has a crisp, noble hop aroma and light malt and honey flavours. The Pale Ale is an American style hop driven ale. Strong hopping processes lead to pungent floral and citrus aromas with a pleasant late bitterness. Finally the Wheat Beer, also known as Hefeweizen, is naturally cloudy with a vibrant yellow colour and a strong foam head.”
A national launch has not been disregarded, however, at this stage the initial roll-out will focus on the Tasmanian local and visitor markets with distribution via a wide range of hospitality, tourism and retail outlets across the state.
Volume sales for the first year have been estimated at 60,000L with sales predicted to double each year thereafter until production capacity is reached.
The Moo Brew product will be positioned according to its key strengths – variety, freshness, integrity, preservative and additive free, and quality Tasmanian beer.
Moo Brew will be officially launched Friday, 11th November, 2005.
