A zero carbohydrate beer created in partnership by Australian social media stars The Inspired Unemployed, Mighty Craft, Torquay Beverages and the Endeavour Drinks Group has exceeded its initial sales expectations and is now tipped to sell three million litres in the 2022 financial year.
Having launched recently in cans, the 85 calories Better Beer will now also be available in bottles and kegs while it will be one of the small number of brands to be ranged nationally in every Dan Murphy’s and BWS store.
Mighty Craft now estimates that approximately three million litres of Better Beer will be sold in FY22 which would have the brand on track to be one of the biggest mainstream beer launches of the year.
Endeavour Group’s beer category manager Harriet Wischer said: “As the exclusive national retailer for Better Beer, we certainly suspected that the launch was going to be huge in Australia, but it has been bigger than anyone could have expected. Better Beer is our most successful new brand beer launch this year.”
Mighty Craft said the initial volume of stock sold out within the first week of release but it was now available again with approximately 600,000 litres being produced.
Mighty Craft’s managing director Mark Haysman said: “We are incredibly excited about the prospects of Better Beer. Mainstream beer is a huge category in Australia and Better Beer has clearly struck a chord with a wide spectrum of enthusiastic beer consumers. The Inspired Unemployed boys have a huge following across Australia with over 2.5m followers across their platforms and importantly it is one of the most engaged platforms in the country. This unique partnership is definitely disrupting this category and offering a popular new alternative that has very quickly gained sales momentum.”