The Tooth’s Pale Ale launch builds on the success of heritage brands such as Resch’s and Melbourne Bitter, CUB Head of Craft & Australian Premium Tim Ovadia told drinks bulletin this week.
For the Pale Ale relaunch, the CUB team engaged a historian to research Tooth’s and the locations of the original Tooth & Co owned pubs to help form a list of where the new brew could range over coming months.
One such venue is The Oaks Hotel in Neutral Bay, which remains rich with historic advertisements for the Tooth’s brand.
Most of the publicans in attendance were from former Tooth & Co venues that CUB is targeting to put Tooth’s Pale Ale on tap, CUB Customer Marketing Manager Jonathan Morley told drinks bulletin.
L-R: CUB's Jonathan Morley, Tim Ovadia, Richard Younger and Glenn Gunstone enjoying a Tooth's Pale AleHe said CUB is initially targeting 100 venues to range the product. “The engagement has been unbelievable. We’ll make sure that sticks and then we’ll review where we go after that.”
“But I think what’s really important about this is we’re going to be unapologetic about not putting it everywhere, because we want to be really careful about the exclusive nature of the product,” Morley said.
“If you think about the consumers that we’re targeting, if all of a sudden it’s plastered everywhere, it doesn’t become limited anymore.”
CUB customers at The Oaks learning about the history of the Tooth & Co breweryAccording to CUB's records Tooth’s Pale Ale was first produced in draught from around 1850 until 1915. It was also produced in bottle from the 1870s until 1915.
A TB Pale Ale (the “TB” standing for Tooth’s Brewery) was then launched in 1918 and stayed in the market until 1934.
The Tooth family established the Kent Brewery in 1835 and the brewery operated for 170 years in Sydney closing in 2005. The old brewery still stands today in Broadway.
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