AB InBev acquires Australian craft brand Pirate Life
05 Dec 2017 --- Brewing giants AB InBev has snapped up “lifestyle” canned beer brand Pirate Life which is based on a carefree and relaxed attitude that founders say will not change despite the acquisition by one of the biggest names in the industry.
Pirate Life says it will continue its “unprecedented growth path” after being acquired by AB InBev and will be able to expand to the next level since starting out just over two years ago.
Co- founder Jack Cameron said the partnership would help them share great quality beer with more people and focus on their brand, people and customers by providing team Pirate Life with new facilities and expertise.
“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 recognized beer that excites and challenges the lifestyles and palates of beer drinkers globally,” he said.
“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.”
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,” Craps added.
Pirate Life Co-Founder and Chief Brewer, Jared ‘Red’ Proudfoot, said he looked forward to getting the new brewery built, with better equipment to further drive consistency and quality, and to having the freedom at the Hindmarsh site to get creative.
“The reality is we have run out of capacity at Hindmarsh. With this partnership, we’re in a fortunate position to upgrade to a new, bigger brewery while dedicating Hindmarsh to innovate and craft a whole range of new styles to make sure we keep pushing the boundaries and evolving.”
“We’ve always believed in and understood what brewers like AB InBev can contribute to the craft beer world with their experience, knowledge, funding and expertise in every aspect of the industry. Good beer is good beer and we believe that our beers are only going to get better.”
“Our whole team is sticking around and it’s invaluable for all of us to be able to benefit from the knowledge and skills of some of the best brewers in the world.”
