Pub With No Beer guaranteed never to run out!
Murray’s Brewing Co. launched on Mid-North Coast
The Mid-North Coast now has its own local brewing company, following the launch today of Murray’s Brewing Co. – a 100% Australian owned craft beer business. Its headquarters and onsite brewery have been established at the recently renamed The Pub With No Beer Brewery, located at Taylors Arm on the Mid-North Coast.
Hosting the company's launch today, namesake, Murray Howe (also the owner of The Pub With No Beer Brewery) outlined his clear vision: “We’re going to create Australia’s leading craft brewing business, right here from Taylors Arm. We'll be a market leader in terms of beer quality and flavour, as well as market leader as a tourism business via development of The Pub With No Beer hotel into a world-class Brewery.”
Murray Howe explained there were two key factors driving the decision to open his own brewing company. “First, I’m proudly patriotic and want to promote pride in supporting Australian beverage and food producers. Most people don’t realise that the majority of beer sold in Australia is actually owned by overseas interests.
“And second, I’m very passionate about my beer. The beer-loving public is increasingly demanding fresh, full flavoured, full aroma beer. They want and deserve more than ‘beer brewed in big metal things’. They are willing to pay for quality, and try new experiences such as beer and food matching. And that’s what they’ll get when they try a Murray’s branded beer, and visit The Pub With No Beer Brewery.”
Key to the future success of Murray’s Brewing Co. is Head Brewer, Graeme Mahy, who relocated from New Zealand for the hotly contested position. Graeme has more than 22 years’ home brewing experience and 15 years’ commercial brewing experience. He is a multi-award winning brewer who has won several gold medals for his beers in New Zealand, and he was the inaugural winner of the Tri-Nations Home Brew Championships in 2000, competing against the best home brewers throughout Australia, New Zealand and the South Africa. An international beer judge, Graeme has also created many styles of beer including fruit, wheat and spiced beers, as well as undertaken significant experimental brewing using wild yeasts.
Jon van Gorph has also joined the company as Business Development Manager. He is responsible for sales of Murray’s beer in the North Coast region, as well as managing The Pub With No Beer Brewery operation. Jon is a passionate beer drinker as well as a beer label collector. He also has more than 18 years’ tourism industry experience. Most recently, Jon was a Business Development Manager for Accor Asia Pacific, working at the All Seasons Oasis in Alice Springs. Prior to this he was the Manager of the acclaimed Homestead at El Questro resort in Western Australia.
The launch of Murray’s Brewing Co. comes at a time when there is a strong trend towards craft, or boutique, beers. Globally and locally, there has been a boom in handcrafted beers. In the United States, for example, the craft beer industry has grown every year for the last 35 years, with 1368 craft breweries currently operating in the country. In the first half of 2005 alone, the American craft beer industry grew 7.1% by volume. Nearly 7 million barrels of craft beer will be produced in the United States this year, with a total annual dollar volume of A$4.9billion. By comparison, the domestic large and traditional regional brewing industry in the United States actually declined by 2.6% during the first quarter of this year.
In Australia there is also a clear trend towards increased consumption of craft beers, although beer consumption overall has been declining. While there is only limited data available on the Australian craft beer industry, largely because there is no association which represents all craft brewers, there are 71 craft breweries operating in the country, which are estimated to account for around 8% of the overall beer market in Australia. The balance of Australia’s A$8.5 billion beer market is owned by Australia’s two biggest liquor companies, Lion Nathan and Foster’s Group. Notably, while craft and premium beer sales have been increasing in Australia each year, sales of regular beers have been stagnant or declining.
Murray’s strategy for growth is to first build a reputation for world class ales locally, and then take on the world. We have a fantastic initial retail outlet for our beer – The Pub With No Beer Brewery. We will initially sell two or three Murray’s-brand beers on tap at the Brewery, together with other leading Australian and New Zealand craft beers, as well as some big-brewer beers, he explains.
“We expect to launch a new beer approximately every quarter, and have bottled beer available from February. We will be working hard to get distribution for Murray’s-brand tap and bottled beers across the North Coast region. We’re pursuing an export strategy in parallel with our regional distribution strategy, and already have interest from several countries in Asia.”
‘The Pub With No Beer Brewery’ will offer visitors ‘the ultimate craft beer experience’ when the brewery operation officially opens to the public for the first time on Saturday 31 December – New Year’s Eve. The milestone event is being marked by a huge all day/all night celebratory party, featuring Australia’s favourite party band, The Wolverines.