AB InBev buys Pirate Life
By Andy Young, TheShout.
AB InBev has followed its purchase of 4Pines with another craft brewery acquisition, this time South Australian brewery Pirate Life.
Pirate Life co-founder, Jack Cameron, said he was looking forward to the growth, expertise and facilities that the deal now presents to the brewery.
“Looking back at what we set out to do when we started in 2015, we aimed ‘to be an exciting and challenging new company brewing internationally recognised beer that excites and challenges the lifestyles and palates of beer drinkers globally.’ Continuing with this philosophy, our new partnership helps us take our dream to a level we could never imagine and push ourselves and our beers further,” Jack Cameron said.
Jan Craps, President of AB InBev’s Asia Pacific South Zone, said Pirate Life’s lifestyle-driven brand complements and contributes to the world’s leading brewers’ existing portfolio.
“With its focus on canned packaging that gives consumers fresh, well-crafted beers and consistent quality, Pirate Life has resonated with Australian beer drinkers who want something different.”
“Pirate Life’s brand is premised on a carefree and relaxed attitude and the ability to create great beers. This approach can only be enhanced with a new brewery, access to ingredients and shared knowledge from other AB InBev brewers in Australia and elsewhere.”
The acquisition will enable further innovation for the brewers through a capital investment in a new brewery, with Pirate Life’s current brewery in Hindmarsh becoming a site dedicated to creating new beers, including sours, seasonal and barrel-aged products.
“We have a lot to offer each other and our joint growth plans will commence immediately with a $10m investment in an exciting new South Australian brewery that will benefit the local economy and see more beer lovers live the Pirate Life,” Mr Craps said.
TheShout will have more on this story in tomorrow’s newsletter.