The idiom ‘quality over quantity’ is becoming increasingly relevant to Australian consumer sentiment towards beer. The craft beer sales in Australia continue to be the star performer in the face of declining domestic beer sales, growing at a rate of 25% per year. The movement towards premiumisation is being driven by a new generation of young beer drinkers who are typically culture-seeking, inner-city dwellers. This new demographic are demanding unusual and boutique products with more complex flavours over the numerous bland one dimensional options available. In other words, they expect more from the humble brew (no longer just a beverage but a complete experience).
The Australian craft beer market is currently worth $160 million, with an estimated 200 craft breweries now operating in Australia. In acknowledgment of this growing local industry, the inaugural Australian Craft Beer Awards were held in 2014 to celebrate our best brews from around the country. But with so many varying styles now available, many consumers (particularly those new to the category) can be intimidated and therefore put off from entering the weird and wonderful world of craft beer.
Yenda, one of the newest craft brands to hit the marketplace is designed to help make craft beer accessible to the all beer passionate lovers. By clearly displaying malt and hop scales its labels, the company aims to help demystify craft beer for the average punter. Launched in October last year, the NSW brewery based in the rural town of Yenda currently produces five craft styles and has already accrued awards for both their Pale Ale and IPA. The Yenda Pale Ale is an Australian style pale ale with tropical fruit hop aromas and subtle malt character, while the India Pale Ale is more of an American style ale. Both of these are excellent quaffable examples of what craft can offer.
Now that we are spoilt for craft beer choice at our local pub or bottle shop, whatever you do, don’t be overwhelmed. Craft beer is not just for hipsters or aficionados, it’s for everyone.
