Metricup's Beerfarm is one of 24 independent breweries and small businesses across the nation to benefit from a national partnership with Coles, aimed at providing a revenue stream to producers forced to close or limit trade due to COVID-19.
The partnership will provide a lifeline for some of the nation's most talented small brewers as bars and restaurants remain closed or limited, while allowing Western Australian customers to raise a glass to eight new craft beer brands available at Coles Liquor stores for the first time ever.
The initiative, labelled 'Communitinnies,' started when Coles and Victorian brewer Hop Nation assembled a mixed case of 12 craft beers for distribution in Victorian stores.
The plan has since expanded nationally with the launch of a mixed 24-pack of assorted brews available to customers exclusively in Vintage Cellars, Liquorland and First Choice Liquor Market stores across Australia.
The new mixed case includes 24 unique craft beers from cult favourite brewers like Black Hops Brewing, alongside signature beverages from renowned brewers across Australia - with Queensland's Newstead Brewing Co. in Brisbane, Brouhaha Brewery in Maleny and Hemmingway's Brewery in Cairns also earning their place in the limited-edition case.
Beerfarm's Deejay Parker said the opportunity to sell craft beer to Coles has been vital in opening a new revenue stream while business has reduced during COVID-19.
"It's been really exciting to partner with Coles to get our beers into new markets outside of WA and to help boost our revenue while the brewery's been shut," he said
"Creating initiatives like these, on short notice aren't always easy, so we really appreciate Coles pulling this together and supporting so many independent breweries.
We are looking forward to Aussies across the country trying our beer and hopefully loving it as much as we do."
The brewery, usually crowded with families and beer lovers from around the State, has had to adapt their venue around COVID-19 restrictions, one of the first establishments to embrace the drive through concept.
The brewery opens to customers in their vehicles each Friday, Saturday and Sunday offering takeaway beverages and the hugely popular Burnt Ends Smoking Co drive-thru menu.
Coles Business Category Manager for Vintage Cellars Ed Scully said Coles Liquor has long sought to support small producers to bring local and craft products to customers.
"We believe in supporting local producers and have been thrilled to offer Beerfarm beers and others across Australia the opportunity to sell their product through our stores, which will hopefully make up some of the business lost as a result of recent bar and restaurant closures," he said.
"We know that many of those producers impacted by current events are doing it particularly tough, so we are looking to support by offering our customers the chance to purchase their much-loved local wines, beer and spirits at their local Coles Liquor store.
Coles' Communitinnies 24-pack will be available for $94.00 at Vintage Cellars, Liquorland and First Choice Liquor Market stores this weekend.
