Beerlines

Insights on beer marketing & PR by a beer-war vet

Archive for the 'Alpha Pale Ale' Category

15 July
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Local and fresh: welcome back!

Fresh cloudy beer with a green swirl of fresh hop particles. Crikey! Just the thought would once see beer drinkers avoid a pub like the plague.

Fresh Alpha Pale Ale with a swirl of green hops to prove it!

A bit heady I know – but this glass underlines a shift in Australia’s beer market. Some call it a revolt. Where once the nearest brewery was only the big one in the state capital, now we have smaller breweries: local breweries. In Melbourne, for example, we now have many new, interesting and tasty brews from city-based craft breweries: Cavalier and Thunder Road Brewing to name just two standouts.

Local and fresh: words that beer drinkers are reacquainting themselves with.

I dropped in to Matilda Bay’s new Port Melbourne brewery yesterday with a fellow beer fancier. Within walking distance of home: it’s local and, as you can see, fresh. (And ‘yes’ I know it’s owned by CUB.) The treat of the visit was a glass of Matilda Bay’s Alpha Pale Ale straight from the fermenter. It was cloudy; floral; a bit raw; and delicious. To underline this there was a green swirl of fresh hop particles at the bottom of the glass as the top pic tries to show.

Fresh from the Bay.

There were three taps offering Matilda Bay brews straight from the fermenter: Alpha Pale; Double Stout and The Black Thong. We sampled them all. What a treat. Our fave was the Alpha. Read more…