Tribe Breweries has announced that they have become the Australian licensed brewer and distributor of Pabst Blue Ribbon, the USA’s largest independent beer brand.
The latest venture for Tribe – which comes off the back of plenty of market activity for the company in recent times – also marks its first licensing deal in the Australian market. By joining forces with Tribe, Pabst aims to gain scale and market share in Australia.
The decision was largely driven by Tribe’s growing sales and distribution network, marketing expertise and brewing capability, which will be greatly enhanced when it opens a $35 million Goulburn facility this summer.
“This partnership is an excellent alignment for us given we are both considered to be the largest independents in our respective markets, and we value creating products that authentically serve our audience needs,” says Matt Bruhn, global marketing director at Pabst.
“We have captured the American market exponentially by living up to our brand promise that aims to provide a positive catalyst, inspire the new generation to be true to themselves, and to create a good, honest lager.
“We plan to mirror these values via our activities in the Australian market and feel that Tribe Breweries are the perfect partner to take us there.”
Anton Szpitalak, co-founder and CEO of Tribe describes the deal as a “great outcome” for his team, helping to broaden and strengthen their portfolio.
“Pabst has an amazing history, having been established in 1844, so we’re very honoured to be given the opportunity to make and distribute their beer,” he says.
“The brand’s purpose and core values also speak to us as people – art, culture, style, supporting independents and forging your own path, are very closely aligned with Tribe’s core truths.
“On a personal note, I have a strong connection with Pabst as I consumed my fair share of this great sessionable beer when I lived in the US for a number of years.
“As our tribe continues to grow, you will see us partnering with cool and interesting brands that we love for the diverse qualities they bring to the journey Tribe is on.”
Pabst will initially be available in packaged format, with a view to launch draught in the coming months.