In a move set to shake up the cosy duopoly in the estimated $900 million retail tap beer market, the Boundary Road Brewery, the brewing division of Independent Liquor is launching an aggressive market entry.
“The on premise tap market has been dominated by DB and Lion for a number of years and we believe our entry into this market will be welcomed by on premise operators and New Zealand consumers,” says Julian Davidson, CEO of Independent Liquor.
“By entering this market we aim to provide the channel more value, choice and flexibility than they are currently accustomed to. On premise operators we have spoken to have welcomed the competition and we already have strong on premise demand committed to serving our beer.”
Rick Doran, bar owner of Auckland’s Easy Tiger who will have Carlsberg on tap from December says he welcomes the competition.
“As an independent operator, it has been limiting having DB and Lion as the only tap beer suppliers to date. I am pleased I now have an alternative and I welcome the competition into the tap beer market.”
For the first time, international premium brands such as Carlsberg and Kingfisher will be available on tap along with NZ Pure, the Boundary Road Brewery Craft range and Wild Buck New Zealand Ale.
“We are committed to this move for the long term and have the full backing of our new shareholder the Asahi Group. We also have a strong sales and marketing team at the Boundary Road Brewery who will be working hard to ensure our current and potential customers are well looked after,” says Mr Davidson.
Following an exciting year, the brewery continues to gain market share after the highly successful launch of the Boundary Road Brewery craft range, NZ Pure Summer lager and Celsius Freezing Point Lager. The launch into the tap beer market is another sign that the Boundary Road Brewery is a serious contender, bringing innovation to the New Zealand beer market.
Delivery of a top of the range Krones keg line has been taken and the first kegs are set to leave the brewery early December.