New Zealand: DB expands beyond beer

DB Breweries launched its first ready-to-drink beverage (RTD) into the market on March 27. While DB says that the focus of its business will continue to be beer, it is looking at opportunities to expand its business as well.

Barrel 51, a 5.3% alcohol by volume bourbon and dry cola mix, marks the first in a number of product innovations DB plans to bring to the market this year.
DB Breweries managing director Brian Blake says that for DB to continue to grow it needs to respond to consumer needs with a wider range of products.

“Our priority is to innovate for growth,” says Mr Blake. “We recognise that consumers have more choice available and that their brand and category repertoires have grown. We want to actively compete for a share in alcoholic beverage occasions.”
Barrel 51 is unique because it is less sweet, which enhances taste and makes for a richer bourbon flavour due to dry cola and aged Kentucky bourbon.

DB’s future innovations will stretch across the beverage market and include new beer styles and packaging systems. It will maintain a very strong focus on bringing products to market that complement its existing beer business.

“DB has a strong and proud tradition of innovation which stretches across its existing brands and into new beer systems and beer styles. Barrel 51 is the first in a number of new category products we expect to bring to the market in the future,” says Mr Blake.
DB has recorded three strong years of profit. Impressive performances from key brands Heineken, Monteith’s and Tui ensure that DB will continue to invest in its beer brands.
“DB remains a beer company at heart, says Mr Blake, “and as such we retain a commitment to brewing award-winning beers enjoyed by Kiwis for the past 75 years.”

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