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Demand For New Fruit Beer Double Than Expected


July 31, 2002

Demand For New Fruit Beer Double Than Expected

Unprecedented demand for DB Breweries’ new innovative range of fruit-flavoured beer has seen the brewery double the size of its first production batch.

DB Breweries’ general manager of sales and marketing, Rene van der Graaf, says the demand for Hopper in the first two weeks of July was almost twice what the company had forecasted.

“We received unexpectedly large trade orders but thanks to the increased capacity of our new production lines at Waitemata Brewery, we were able to double production to fill the orders,” Mr van der Graaf says.

The demand for DB Breweries’ latest product innovation is not solely from trade customers, the sell-through consumer demand for the product has also been high.

“We have had one example of a store in Hamilton, Big Fresh, sell an average of eight to 10 cases per week, which is fantastic for a product that has only been on shelves for three weeks,” Mr van der Graaf says.

Big Fresh Hamilton store team leader, Bruce McKinnon, says they are thrilled to see Hopper flying out the door.

“The Hopper is creating real interest to a market, other than beer drinkers, and is clearly a line which will grow the category, “ Bruce says.

“We are delighted with the sell-through of Hopper and I am certain Spring will see an even greater increase in volumes,” he says.

Bruce says while the Citrus-flavoured Hopper is proving to be the most popular variant, Peach and Berry appeal to the female consumer.

For more information or a jpeg image of the Hopper display in Hamilton’s Big Fresh supermarket outlet please contact:


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