The Wrexham Lager Beer Co has launched in Australia and is being distributed nationwide through Endeavour Group’s Dan Murphy’s.
The brewer has secured long-term order agreements with Dan Murphy’s through Hawkesbury Brewing Co, supported by a string of in-store and online promotion programmes.
Wrexham Lager will be sold in all 270 Dan Murphy retail stores and be available to buy online. Its listings include the Wrexham Lager 330ml bottle six packs and Wrexham Lager 330ml bottle 24 packs.
The Wrexham Lager Beer Co has historical newspaper clippings of its original entry into the Australian market, dating back as far as 1884.
At the time, a reporter for The Armidale Express, in the state of New South Wales, highlighted the brand’s Pilsener as “…a beautiful pale colour, light and pleasant to the palate, and effervescing like good Champagne. As a dinner beverage it is unsurpassed.” It was also pronounced to be “better than the lager beer used in Germany” at the annual conference of German brewers in Australia.
“The team are incredibly proud to have launched in Australia,” said James Wright, chief executive of The Wrexham Lager Beer Co. “Securing a partnership with Australia’s largest alcohol retail and pub group is a huge achievement. This listing is highly coveted by all brands, so national distribution from launch is recognition of the belief they have in Wrexham Lager.
“The Wrexham Lager Beer Co is built on 140 years of heritage and history, and in the early 1900s it was exported across the world. Real provenance can be traced back to the first Wrexham Lager in Australia, India, and Africa. It’s fantastic we can be bringing this back over a century later.
“The Wrexham Lager Beer Co’s presence in Australia marks an important step for the business and we’re only just getting started on our international expansion journey.”
