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Epic rejects Independent Opportunity

Epic rejects Independent Opportunity

New Zealand owned Epic Brewing Company has ruled itself out of the running for the late Michael Erceg's Independent Liquor company. The liquor business - which is expected to fetch between $700 million and $1 billion - is up for sale.

Two years ago Epic Brewing Company acquired much larger premises and a bottling & packaging plant, but continues to grow.

Epic Director Kieran Meyer says "Even though the plant and equipment look very attractive for future growth and expansion of our company, Independent have a completely different business philosophy to us. They have concentrated their efforts on the New Zealand Ready to Drink market with brands such as KGB, Woodstock Bourbon and Cola, and Vodka Cruiser. Our focus is on crafting beers with flavour that people can taste and enjoy. We use the best ingredients we can find on the planet, and are more concerned with offering consumers the highest quality product rather than in boosting volume through low margin commodity products"

Epic General Manager Luke Nicholas says "Epic Brewing Company will not be entering the mass commodity, low quality, price driven beer market. We are about making world class beers for customers who demand high quality products. Proof of this is our recent success at both the New Zealand International Beer Awards (with Epic Pale Ale taking out the Supreme Champion Award), and the Australian International Beer Awards (with our Cock & Bull Monks Habit winning 2 gold medals and 2 Best in Class Trophy's)."

With Epic Brewing Company ruling itself out of the bidding, this leaves the other players such as Lion Nathan - who has already declared its interest - in the running.


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