LITTLE Creatures Brewing has shipped its first cases of pale ale beer to Blighty after securing a distribution deal with one of the UK’s biggest retailers Waitrose.
The brewery has also signed a distribution agent based in the UK, a move aimed at growing its market in on-premise and off-premise liquor businesses, according to Little Creatures director Howard Cearns.
This week Little Creatures sent 1,000 cases of its pale ale on a ship headed to London where it will be despatched to Waitrose and to one of the city’s hippest bar/restaurants.
“Roger Moore’s son owns a bar called Hush and he rang up the distributor and said I’ve been to Fremantle and I’ve got the t-shirt and I want to be the first bar in London to have this beer,” Mr Cearns said.
“He’ll get it next week.
“The distributor will target the national market. Waitrose is our first major retail client and the two agreements came together at about the same time.
“Waitrose has 130 premium supermarkets and is going to launch this beer through its stores.”
Little Creatures sent samples of its Pale Ale to London 18 months ago for sample trials and tastings and the reaction was strong.
“We sent 1,000 cases a month ago and we had another order before the first one arrived,” Mr Cearns said.
Little Creatures invested in more tanks earlier this year, which doubled its brewing capacity to 2.5 million litres.
Mr Cearns said that within the next 12 months the brewery would be producing 1.5 million to two million litres of beer, that will include a new pilsner product it will launch in July.
The company’s Fremantle operation will also be renovated in the next 12 months.
“In about six to 12 months the outside area will be upgraded that will make it a bit more comfortable for people,” Mr Cearns said.
p Little Creatures is growing in favour with eastern States drinkers. See Gusto, page 35 for more information on its success in Victoria.
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