ALM (code 509237)
IGL
Peter Doyle Cellars
Koala Beer Pty Ltd produces Burragumbilli Organic lager in response to the desire of a large and growing consumer movement towards more “Natural”, “Green”, “Sustainable” products.
In order for Burragumbilli to be authenticated as a truly organic product every step of production must be audited by the ACO (Australian Certified Organic) - the farmers, malthouse, brewery and bottling. Each step has been Certified Organic to guarantee that Burragumbilli lager is free of any contaminants, pesticide, fungcide or herbicide residues or processing aids. Providing a clean beer to support your customers healthy lifestyle choices
Burragumbilli is much more than a natural beer. Certified Organic Burragumbilli is SuperNatural. There are many claiming Natural status and some even claim Organic, BUT few deliver. Look for the bud logo.
Burragumbilli has 330ml bottles, eye catching packaging, long shelf life and at 4%alc/vol - 1 standard drink per bottle. Above all Burra tastes great.
POS aids available -
Posters A3
Brochures
Table Talkers
In-Store Tastings
Burragumbilli has newspaper and magazine coverage as the media portray the Natural advantages of our delicious beer and a strong web presence koalabeer.com
Advantages of Organic Certification
1. The organic food sector is the fastest growing market in the food industry. This is the case in Australia and particularly in the USA, Japan and Europe.
“Organic produce has been tipped as one of the hottest fine dining trends for 2010 in a survey of over 1800 professional chefs released in December 2009 by the American Culinary Federation (ACF).”
“…organics the fastest growing segment of world food and beverage markets (over 10% a year, each year, for more than a decade)…”
This quote from our new business brochure highlights this consumer trend.
Koala Beer Pty Ltd produces Burragumbilli Organic lager in response to the desire of a large and growing consumer movement towards more “Natural”, “Green”, “Sustainable” products.
Burragumbilli is a true organic product. Every step of production has been audited by the ACO – the farmers, malt house, brewery, bottling - to be Certified Organic. This guarantees that Burragumbilli is free of any contaminants, pesticide, fungicide, herbicide residues, processing aids, or preservatives. Burragumbilli is the clean pure taste for which your health-conscious customers are looking.
Koala Beer doesn’t claim Burragumbilli is a health product, but almost all other beers are less healthy than Burragumbilli. Burragumbilli has no harmful additives – the barley and hops are grown without synthetic fertilizers, pesticides, weedicides or fungicides and the finished product is free of residues from farming, storage, preservatives, industrial cleaners and from flavours, colours, preservatives and chemical fining agents.
Our ACO – Australian Certified Organic - Certification and its associated Bud Logo are recognized to meet the high standards by most equivalent certification bodies around the globe.
2. The beer industry in Australian is currently playing with the word “Natural”.
This quote from our new business brochure highlights Koala Beer’s response to this marketing trend.
Burragumbilli is much more than a natural beer. Certified Organic Burragumbilli is Super-Natural. There are many claiming Natural status and some even claim Organic, BUT few deliver.
3. Burragumbilli Organic Lager is tasty, and not all organic or natural beers can claim this honestly or consistently.
As our new wholesale brochure says –
‘Naturally Burra tastes great!’
The front page of the web site quotes (with permission) Gary Johnson, Executive Chef, Sydney Hilton Hotel, saying - “the beer tastes great”
Whilst there are many advantages of our organic status, it does bring with it one unavoidable challenge. Cost.
Organic Certification has ongoing expenses associated with production, greater than those of average beers. Higher input cost means tighter profit margins in a demanding industry.
1. Koala Beer Pty Ltd pays a Levy to Australian Certified Organic on all product sold. This is a relatively small 0.2%.
2. Certified Organic ingredients are significantly more expensive than conventional ingredients. Organic Barley malt and Hops have a premium price and are sometimes difficult to source within Australia.
3. Brewing Organic beer is a slightly more expensive procedure, with more regular and comprehensive wash-downs.
4. Organic Burra does not use cheap, nasty alternatives to careful brewing procedures.
5. Burra is an “all malt beer”, requiring more barley to be used in the recipe.
What is an “all malt beer”?
Conventional beers including many boutique beers make their product by replacing up to 30% of the more expensive Barley malt with cheap cane sugar syrup.
A short description of brewing will help – Barley is a grain similar to wheat. The barley grain is harvested and germinated (in a Malt house) to convert the starches stored in the grain into sugars particularly maltose. After a few days of the grain seed growing, it is heated to stop germination and the grain is now called malted barley and is very sweet. The malted barley is now allowed to ferment, in a brewery with yeast to convert the maltose into alcohol and many byproducts that add flavour, aroma, body and mouth feel to the developing beer. Hops are added at various stages to develop bitterness and balance the sweetness and flavour of the fermented barley malt.
By replacing barley malt with cane sugar syrup (sucrose) the brewer can save significant brewing costs, but will need additives for flavour, body and mouth feel to make an acceptable beer. Burragumbilli Organic lager is produced with 100% barley malt and is called an “all malt beer”. Other beers are called “high sugar adjunct beers”. Thus when we claim
‘NO ADDED SUGAR’ this is the methodology to which we are referring, a standard of strict purity known as ‘Reinheitsgebot’ by traditional German brewers.
Interestingly overseas where sugar cane is not so readily available other cheap grains are used to replace some of the more expensive barley. The Asians use rice, the UK and the USA use maize, both of which are superior adjuncts to sugar.
Implications for Selling Burragumbilli Organic Lager, 2010
Our wholesale price is $44/ case ex GST in NSW and $48 in Qld. Our wholesale customers need to be guided gently into an understanding of why Organic beer is more expensive than conventionally produced beers.
Burra will NEVER be able to compete on price with conventional beers. Most outlets with whom I have spoken understand this.
Summary
The Burra price is a function of the premium nature of the beer.
Burra is Certified Organic from plough to bottle.
Certified ingredients are expensive and pure.
Burra guarantees zero synthetic chemical contaminants.
There is only beer in the bottle or glass, the best unadulterated beer.
Burra is an “all malt beer”, no compromises
Burra is priced in the premium beer bracket.
Burra is the healthiest beer can be.
Burra has a market edge, filling the niche of discerning educated consumers.
Burra has few, if any, real organic beer competitors.
Industry leaders keep telling us that Burragumbilli Organic Lager is the right product at the right time.
Koala Beer has a bright future!
This Order Form is for the purpose of wholesale supply and is to be completed by a customer with a liquor licence. Please complete the details below:
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Burragumbilli lager is part of a worldwide movement to provide healthy food and beverage while sustaining valuable resources. We thank you for your important participation.
Liquor Licences -
Wholesale LIQW824014788
Retail online LIQP770010376
Drink with friends responsibly
Introducing Burragum billi to your venue.
Occasionally patrons will ask for Burragum billi. More likely however they will be browsing the beer fridge or beer menu for something new and interesting and appreciate informed suggestion.
There are 3 main tools to use when introducing any new product.
I. Use the POS - Point Of Sale material supplied. Depending on your establishment some POS will be effective.
• Large 900x600mm corflute signage can be used as it is or trimmed to make a statement suitable to your venue.
• A3 posters displayed prominently or discretely.
• Brochures to inform patrons can be left on the counter or on a floor stack, on tables or tucked into the menu.
• Table Talkers, can be used to great effect in the centre of a table or counter or in a folder, or cut up to use as a small poster.
2. Give your staff the opportunity to taste Burragum billi (if they are over 18y). The most successful bottleshops, restaurants and hotels have staff that enjoy Burragum billi and guide their customers to try from enthusiastic personal recommendation. Ask for an extra 6 pack with your next order if you need it for staff tasting.
3. Use the Web – Add a link from your web address to www.koalabeer.com.au so that your customers can become more familiar with your new product. koalabeer.com is well visited and provides background stories and other interesting information great for conversation. We will place your details on our web site as an outlet and include you in the Beer Buddy iPhone app.
People enjoy Burra, from their first encounter, as testified by over 20,000 people having appreciated its refreshing taste at beer festivals, Trade Shows, Expos, Corporate Functions, tastings in liquor outlets, and in business class on Virgin Australia.
Burragumbilli - Certified Organic Lager... Naturally Better Beer!