Cans over bottles
Deep Creek’s decision to stock beers in supermarkets is to encourage casual or first time drinkers to explore craft beer market more, he says.
“It’s helping people take a leap into something a bit more flavour fuelled. If they haven’t been exposed to the craft movement before, it encourages them to look around and see what other great beers are there. It’s similar to wine, as people get a more mature palate they start to look for something a bit hoppier or a sour beer – they start to explore.”
Though it also makes bottled craft beers, cans were chosen as the vessel for supermarkets as they are easier to manage than glass bottles, he says. No light can impact on the beer so it’s less oxidised, and it’s easier to freight around.
The cans are coloured silver with a lashing of different bright colours for each beer type.
Maclachlan says the stainless steel look reflects the brewing tanks Deep Creek workers are amongst all the time, while a small illustration on the back provides a snapshot into the “soul of the beer”.
“Our core range has a plain front face which is easily readable off a shelf, but they still have the character of a craft can and the explanation of the beer itself on the back,” he says.
The illustrations are based on an artist’s murals at its first Browns Bay brew bar and tie into the name of each beer.
Alongside this movement into supermarkets is a simultaneous launch of its Tap Room at its Silverdale brewery (pictured below).
The Tap Room incorporates an experiential retail theme to its mix.
Customers passionate about the craft can drop by and watch the brewing, bottling and canning process in action with a tour around the factory.
Meanwhile, a front room allows customers to taste its range of beers on site and even fill a flagon full of their favourite draught.