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The greatest strength of a craft brewery is its process; after all, this is what differentiates home-grown brews from every other run-of-the-mill beer lurking on the shelves out there. Our unique brewing process incorporates rainwater along with time-honoured German techniques utilising custom home-made equipment, and every small, handcrafted batch blends the highest quality, freshest ingredients we source from around the globe.
Although we strive to bring the world a little closer together with our inclusion of quality global ingredients, we can’t tell a lie. Mandurah isn’t just where our brewery is; it’s where our hearts are, too. This is why we make the conscious choice to support our region through the use of locally-sourced ingredients. Our ambition for authenticity informs our mission to educate all the thirsty guys and gals around us about how flavoursome real beer can be through unique, quality experiences. Our vision and eventual goal is to become one of the most respected and preferred craft breweries in Australia.
Lion to sell rare beers direct online
Lion has launched its own e-commerce platform, MoCu, which will be the only external retail channel for single batch craft beers from Little Creatures and Malt Shovel Brewers.
MoCU, which stands for Modern Curations Gallery, will sell extremely limited edition beers such as White Rabbit RED and Little Creatures VHA – Double IPA, which were otherwise available in bottles only at the breweries.
Malt Shovel Brewers’ debut release, Hoppy Hefe, has been packaged for the new channel, which will also offer beers from Lion NZ brewers Emersons and Panhead, as well as Kirin family breweries, Spring Valley and Yo-Ho from Japan.
It also makes state-based beers such as Tasmania’s Wizard Smith’s Ale and Victoria’s Little Creatures Furphy available online to interstate consumers.
But the main focus for MoCu, which uses the metaphor of ‘gallery’ as its inspiration, is curated collections of premium beer and wine, presented in a format that encourages discovery and exploration.
“We have collaborated with outstanding brewers and makers including Wada San from Spring Valley Brewery, Chuck Hahn from Kosciuszko Brewery, Richard Emerson of Emerson’s Brewery and Chris Sheehan of Malt Shovel Brewery,” said MoCU eCommerce director Sandy Park.
“Together we’ve developed a series of collections containing mixed themed beers or wines showcasing limited and seasonal releases from our breweries and vineyards, along with products consumers know and love.”
Drinks producers bypassing retailers to sell direct to consumers is a controversial practice, as evidenced by the 2014 launch of the Moët Hennessy Collection website.
But Lion has learnt from other suppliers’ missteps and has undertaken lengthy consultation about MoCu with its customers, Park told Australian Brews News.
“My understanding of the basis of the Moet Hennessy offering was that it was primarily value-led, in that they offered the same product range at a cheaper price,” he said.
“We feel that we’ve probably learnt a little bit from other brands, and tried to position MoCu as something that wouldn’t have the same sort of impact with our partners.”
Pipeline of new beers
Park acknowledged that the success of MoCu relies on Lion’s ability to keep the range “new and fresh and different”.
As such he said MoCu has worked closely with the craft beer team to map out a pipeline of new products that will be exclusive to the website.
For more information on this craft beer article, or get other beer, bar, pub, bottle shop specials, or craft beer discounts go to: brewsnews.com.au
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