Moa converts green into greenbacks

Natural and sustainable approach sees Marlborough craft brewery secure extensive US distribution deals

Natural ingredients, traditional brewing techniques and sustainable shipping practices have seen Moa Beer secure impressive deals with some of America’s top retail chains.

The Marlborough craft brewery has secured nationwide beer distribution at Whole Foods, America’s largest organic supermarket chain, with more than 300 stores, of which 250 are licenced.

As a result of two US market visits by Moa General Manager Gareth Hughes in 2011 and early 2012, Moa has also won a high-value deal at the Yard House chain of restaurants and bars. The deal has been enabled in part by the company’s use of environmentally friendly recyclable “key kegs”.

The craft beer is also heading to Vegas – it will soon be served in some of Las Vegas’s top casinos.

Pure Advantage trustee and Moa Executive Chairman Geoff Ross says the brewer’s craft credentials attracted the suppliers – but its green credentials make it possible.

“Moa is a natural beer, with no chemicals or preservatives, which sits well with discerning Americans. The fact Moa is bottle-conditioned and fermented – just like beer used to be – means it travels well too.

“And the very fact it’s from New Zealand appeals to American consumers. They see New Zealand as a pure place which is ideal for brewing a natural beer.”

“While we do have challenges of distance in creating international business, we have advantages in our purity credentials – a ‘Pure Advantage’ most other countries don't have. It gives us a competitive advantage – there is no way we could have secured these deals without it.

“The use of innovative new technology is also helping us conquer the challenges of distance, such as the environmentally-friendly key kegs,” Geoff says. “Moa is the first New Zealand brewery to export using these kegs and the benefits to our business will be huge, both in driving top line and reducing costs.”

Whole Foods with whole beer
Premium natural and organic supermarket chain Whole Foods Market has committed to launching Moa Breakfast Beer in all 250 licenced stores across the US.

Moa Methode, Moa Pale Ale, Moa Blanc Evolution, Moa Imperial Stout and Moa St Josephs will also be available in selected stores alongside some of the most famous beers in the world.

“Whole Foods receives thousands of submissions from brands wanting to be ranged there – very few make it through,” Gareth Hughes says. “Moa is the first Australasian beer to be ranged in Whole Foods.”

Whole Foods Market National Beer Buyers  Doug Bell and Geof Ryan say the company has been big fans of Moa for a while now. “We’re very excited to be doing our first-ever national beer programme with this quality craft brewery from New Zealand. We know our customers are going to love it.”

Key kegs at the Yard House
Moa is also lining up alongside some of the world’s finest craft beers in the Yard House chain of restaurants and bars.

Each Yard House location features a centre-island bar and fleets of tap handles which will now feature the specially designed Moa “fist” tap. The glass-enclosed keg rooms, housing as much as 5,000 gallons (almost 19,000L) of beer, will be home to the Moa key kegs.

Key kegs are lightweight disposable kegs developed specially for beer. The cardboard outers and plastic inners are completely recyclable. That means there are significant cost savings and a substantial reduction in environmental impact because the kegs don’t need to be returned to Moa as traditional metal containers would.

Vegas – Moa on the strip
Topping off the US invasion, Moa will now be served in some of the most prestigious venues in Las Vegas, including the Wynn, Aria, Caesars Palace, Venetian and Palazzo casinos, thanks to a new distribution deal with Nevada’s Southern Wines and Spirits.

Ex-pat Kiwi Clyde Burney (Vice President) heads up the beer division for Southern Wines and Spirits and has helped drive the Moa distribution deals in Nevada.

“I call Moa ‘the Chimay of the South Pacific’ – our team loves this beer and we believe it stacks up alongside the best that the Belgium trappists have to offer,” Clyde says.

Hughes adds, “Vegas is a non-stop party town and Bloody Marys or Champagne breakfasts are the norm. Now our Moa Breakfast beer will be on the same menus. It is a great opener for us.”

Moa sends its order of seven containers to the US this month.