Since its launch in November 2021, Better Beer, an independently owned beer brand, has experienced a remarkable growth trajectory, achieving a significant milestone of $100 million in revenue within just 30 months of operation. This achievement underscores the brand’s rapid ascent in the competitive beer market.
Speaking about the brand’s success, Better Beer CEO Nick Cogger reflected on the initial skepticism surrounding its launch. “There were a lot of doubters when the brand first debuted,” stated Cogger. “The common feedback was this would be here today, gone tomorrow, but we knew the brand was strong.”
Cogger emphasized the brand’s consistent growth rate, which has remained impressive over the past three years. “Almost three years in, our store growth rate maintains 20-30 per cent up on PCP,” he noted, highlighting the sustained momentum of Better Beer in the market.
Better Beer, created in partnership with Australian comedy duo Jack Steele and Matt Ford of The Inspired Unemployed, offers a diverse range of products, including Zero Carb, Zero Alc, Ginger Beer, Middy, and Arvo Ale. According to Steele, the brand’s success can be attributed to its authenticity and commitment to quality. “We wanted to create a beer we enjoyed, that we knew our mates would enjoy, and for it to be a better zero carb beer than anything else out there,” he explained.
Ford echoed similar sentiments, emphasizing the importance of product quality alongside the brand’s distinctive personality. “There is no doubt our personalities play a big part in the branding for Better Beer, but at the end of the day, the beers have to be bloody good. And they are,” said Ford.
Market research indicates that Better Beer has achieved a 10 per cent awareness level among consumers, a notable achievement considering the dominance of major brewers with 50 per cent consumer awareness. Cogger sees significant opportunities for further growth, particularly as the brand enters the summer season. “There is plenty of opportunity to convert drinkers as we head into summer, and that’s a large segment of the market we plan on attacking,” he stated confidently.
Better Beer’s remarkable journey from its inception to surpassing the $100 million revenue milestone reflects its strong brand identity, commitment to quality, and strategic market positioning. As the brand continues to innovate and expand its presence, it remains a formidable player in the competitive beer industry.
