Better Beer’s family just got bigger with the introduction of ‘Middy’, Better Beer’s mid-strength offering with an alcohol content of 3%. Fresh off the press, Middy is set to make waves for the Better Beer brand filling the gap for a mid-strength alternative and delivering the brand’s popular taste with less alcohol.
Better Beer is one of Australia’s most successful contemporary beer brands, in just twelve months it has generated over $55 million in retail sales value and sold more than 10 million litres of liquid making it the fastest-growing beer brand in Australia. Its huge social media following of over 111k followers on Instagram is indicative of its popularity with consumers.
Better Beer’s decision to introduce Middy into the range is driven by the brand’s desire to cater to a growing market of beer drinkers who are looking for a lower alcohol option without sacrificing taste and quality. And Middy’s quality was authenticated at the 2023 Royal Queensland Beer Awards when the beer was awarded silver.
Nick Cogger, CEO and Co-Founder of Better Beer said the mid or low-alcohol market in Australia accounts for 30% of all beer sales.
“We definitely wanted exposure in this category as it is the one with the highest retention of consumers, meaning mid-strength drinkers don’t venture out of that strength often,” said Cogger.
Better Beer Middy is available at Dan Murphy’s and BWS stores nationwide from 30th March. The mid-strength beer is packaged in 355mL cans and comes in two pack sizes – a 24-pack with an RRP of $47-50 and a 6-pack with an RRP of $16-16.50.
Contact Mighty Craft for distribution inquiries.
