“Overwhelming demand” for Mighty Craft beer brand

Mighty Craft has called the launch of its zero-carb Better Beer “an overwhelming success” and has fast tracked the beer’s move to kegs as a result.

The ASX-listed accelerator group has also secured national ranging for its Better Beer bottles, following the launch of the beer in cans in November 2021. Kegs will be available in time for Christmas.

Endeavour Group Beer Category manager Harriet Wischer said it was the group’s “most successful new brand beer launch this year,” and it is now stocked in all 1,600+ Dan Murphy’s and BWS stores.

Mark Haysman, managing director of Mighty Craft said the team were “incredibly excited” about its prospects.

“Mainstream beer is a huge category in Australia and Better Beer has clearly struck a chord with a wide spectrum of enthusiastic beer consumers,” Haysman said.

Mighty Craft is now predicting that 3 million litres will be sold in 2022.

The zero-carb beer was launched as a joint partnership between social media influencers The Inspired Unemployed and Mighty Craft’s Torquay Beverage Company back in July.

It was also announced at the time that the beer was to be contract brewed at Coca-Cola’s Australian Brewing Co.

The move comes following a number of breweries previously considered craft, such as Stone & Wood’s Green Coast lager launched prior to its takeover by Lion, and Modus Operandi’s Cerveza Mexican lager, moving into contemporary beer spaces and experimenting with beer styles and trends which previously the realm of major brewers.

It is good news for the accelerator business after Better Beer’s launch was delayed by a month. Like many other businesses, it has been heavily impacted by venue closures during COVID-19 lockdowns.

The accelerator has been moving away from a venue strategy which it announced 2020, and has been considering multiple directions to take the business in going forward.

Most recently it raised $5.8 million to restock working capital, and on its newly-announced whisky programme, following the news that it had made a net loss of $5.5 million from operating activities in the three months to 30th September, which it called “an incredibly tough period”.

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