AB InBev has acquired Australian craft brewer Pirate Life, alongside a AUD 10 million ($7.6 million) investment into a new brewing facility.
The deal, which was announced by AB InBev’s subsidiary Carlton United Breweries, will see Pirate Life’s Adelaide brewery become a site dedicated to creating new beers, including sours, seasonal and barrel-aged products.
The purchase will complement AB InBev’s deal to buy Sydney-based craft beer producer 4 Pines, which was announced in September.
Pirate Life co-founder Jack Cameron said the partnership will help them focus on their brand, people and customers by providing the Pirate Life team with new facilities and expertise.
“Looking back at what we set out to do when we started in 2015, we aimed to be an exciting and challenging new company brewing internationally recognised beer that excites and challenges the lifestyles and palates of beer drinkers globally,” he said.
“Continuing with this philosophy, our new partnership helps us take our dream to a level we could never imagine and push ourselves and our beers further.”
Jan Craps, president of AB InBev’s Asia Pacific South Zone, believes Pirate Life’s lifestyle-driven brand complements and contributes to the company’s existing portfolio.
He said: “With its focus on canned packaging that gives consumers fresh, well-crafted beers and consistent quality, Pirate Life has resonated with Australian beer drinkers who want something different.
“Pirate Life’s brand is premised on a carefree and relaxed attitude and the ability to create great beers. This approach can only be enhanced with a new brewery, access to ingredients and shared knowledge from other AB InBev brewers in Australia and elsewhere.
“We have a lot to offer each other and our joint growth plans will commence immediately with a AUD 10 million ($7.6 million) investment in an exciting new South Australian brewery that will benefit the local economy and see more beer lovers live the Pirate Life.”
Pirate Life chief brewer Jared ‘Red’ Proudfoot added: “We’ve always believed in and understood what brewers like AB InBev can contribute to the craft beer world with their experience, knowledge, funding and expertise in every aspect of the industry. Good beer is good beer and we believe that our beers are only going to get better.
“Our whole team are sticking around and it’s invaluable for all of us to be able to benefit from the knowledge and skills of some of the best brewers in the world.”
© FoodBev Media Ltd 2020
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