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ABC launches bid for craft beer growth

The Yenda-based Australian Beer Company is backing its locally-brewed Yenda range to evolve craft beer perceptions and deliver a drink that everyone can enjoy.

The Yenda-based Australian Beer Company is backing its locally-brewed Yenda range to evolve craft beer perceptions and deliver a drink that everyone can enjoy.

Named after its birthtown in the NSW Riverina, the Yenda packaged craft beer range launches across Australia today and features five styles, Pale Ale, IPA, Golden, Red and Hell.

The introduction of the packaged range means beer lovers across the country can now enjoy at home the same Yenda beers that have won a number of awards since the draught range was launched in October last year. The beers are malt-driven, full-bodied with clean finishes, ensuring the flavours and experience are accessible off an authentic craft foundation.

Said Australian Beer Company’s Derek O’Donnell, “The Yenda story is directly linked to our humble innovative origin, showcasing Australian ingredients with award-winning brewers.

“Craft is the fastest growing segment within the beer market. There are loads of great breweries across Australia already giving drinkers a choice of great-tasting domestic beer.

“We believe we can help accelerate this growth by breaking down the barriers to craft beer. By coming into the market with an award-winning beer that is accessible yet authentic, affordable pricing and informative packaging, we want to introduce more people to craft beer by giving everyone great-tasting beer to be enjoyed and embraced anytime.”

In Australia, consumption of craft beer is growing by 25 per cent (IRI-Aztec MarketEdge Liquor MAT to 1/2/15) and now accounts for 3.9 per cent of total beer sales. Of craft drinkers, over a million are now choosing domestic beer, almost double 2010 levels (Roy Morgan Single Source Australia, Apr 2010 – Mar 2014).

Comparisons with markets like the UK and US, where craft accounts for over 10 per cent of beer sold, show the Australian craft beer market is under-developed. In these markets where craft beer has taken significant scale of total beer, growth has been driven by domestic craft.

Launched last October, the Yenda draught range was well-received, with pale and IPA winning five awards in the first few months; silver at the Australian Craft Beer Awards, silver and two bronze medals at the Royal Sydney Beer Show; and People’s Choice Best Ale at The Australian Hotel Beer Festival.

The five styles in the Yenda range were personally developed by Australian Beer Company’s three brewers, whose faces feature on the packaging and labels of the beers they brought to life. The beers will be available in 330ml bottles (six-pack and 24-bottle case formats) from March 27. As Australian Beer Company’s sales and distribution partner, Coca-Cola Amatil will be distributing the range across Australia from this Friday, March 27.

More information on the Yenda range and how to find the beer is available by following Australian Beer Co. on Facebook, Twitter and Instagram.

TASTING NOTES

Yenda Pale Ale
The Yenda Pale Ale is an Australian-style pale ale with pronounced floral and tropical fruit hop aromas and subtle malt character. The bitterness from the new world hops balances the full-bodied malt flavour, delivering a refreshing, clean finish.
ABV 4.5%, IBU Bitterness 35

Yenda Golden Ale
The Yenda Golden Ale is light amber in appearance with malty flavours and is balanced with a clean hoppiness. The aroma is strong on passion and citrus with a zesty crisp finish. This golden ale goes down a real treat. Goes well with salty afternoon snacks, white meats and white fish.
ABV 4.2%, IBU Bitterness 25

Yenda India Pale Ale
The Yenda IPA is an Australian-style IPA. Lots of attractive hop aroma, big fruity, citrus and berry hop character derived from multiple brewhouse and dry hop additions complement the malt complexity achieved by the judicious use of crystal and roasted malts.
ABV 5.4%, IBU Bitterness 55

Yenda Red
The Yenda Red is an exciting mid-strength red ale, layered in malt complexity so that the lower alcohol can be attained while retaining the rich flavours from the dark crystal and Munich malts. The use of these specialty malts gives Red its characteristic red hue and the malty burnt sugar aroma and sweetness. To finish, we have dry hopped with Galaxy adding its characteristic passion fruit and citrus like aromas.
ABV 3.5%, IBU Bitterness 30

Yenda Hell: Unfiltered Helles Lager
A Helles-style lager, the unfiltered nature of Yenda Hell gives it a light smooth body while retaining an intense but refined hop aroma. The Helles is straw in colour, full strength with more malt flavour than a typical Australian lager. The addition of the exciting new hop Vic Secret as a dry hop adds a modern Australian twist and an interesting grapefruit and pineapple-like aroma.
ABV 4.2%, IBU Bitterness 25

About Australian Beer Company Established on December 17 2013, Australian Beer Company’s award-winning brewers brew quality beer and cider that celebrates Australian provenance. Based in Yenda, near Griffith, New South Wales, the team produces the Yenda craft beer range, which includes Pale Ale, IPA, Golden, Red and Hell, as well as Pressman’s Original All-Australian Cider and Mid Cider, both made from 100% Goulburn Valley apples. Both ranges have won a number of local, national and international awards, as have its other beers, Arvo and Alehouse. Australian Beer Company is a joint venture partnership between Casella Family Brands and Coca-Cola Amatil Ltd (CCA) and its range is sold and distributed in Australia in partnership with CCA.