Yulli’s adds new distribution channels
Beers from Yulli’s Brewsare now available at over 200 pubs and bottleshops, the NSW brewer having recently secured distribution through BWS stores.
Founded in 2014 by brewer James Harvey and Karl Cooney, the latter of Yulli’s vegetarian restaurant in Surry Hills, Yulli’s Brews recently secured BWS ranging for its Norman Australian Ale, Seabass Mediterranean Lager and Slick Rick’s Rampaging Red Ale.
“We’ve gone into a range of outlets around Sydney’s eastern suburbs as well as some around the inner city, and also a few stores up around the northern rivers,” Harvey told Australian Brews News.
“It’s been ticking over nicely and should help our volumes over summer if things continue to go well.”
The gypsy brewer has also expanded its on-premise distribution, as it works towards an eventual goal of opening a brewpub in the Byron Bay area.
“While we’ve primarily been in craft beer venues to date, our brews are now being poured in mainstream pubs, getting us closer to our goal of national distribution,” Cooney said.
He said the Yulli’s brand is about “not taking yourself too seriously”. Each product is branded with a different character, reflecting the style of the beer inside.
And satirical newspaper The Betoota Advocaterecently announced it is working with Yulli’s to create its own beer,Betoota Bitter, which launches in December.
“We’ve decided to have a bit of fun with the brands. The craft beer landscape in Australia can sometimes approach beer like wine, being quite nerdy and pompous,” Cooney said.
“We are about making good tasting beer that you can enjoy in a low-key way, while having a laugh with your mates.”
The brewer reports it has achieved the same sales in the last two months as in its first 12 months of trading.