Monteith’s Disputes Moa’s Claim to Be First in Duty Free

Media Release
10TH November, 2011

Monteith’s Disputes Moa’s Claim to Be First in Duty Free Stores

New Zealand’s most popular craft beer brand is disputing Moa Beer’s media claim that it is the first to sell beer in duty free shops.

Monteith’s marketing manager, Jennie Macindoe says Monteith’s has been in and out of the duty-free market for years after first selling Monteith’s Black Beer, Monteith’s Golden Lager and Monteith’s Original Ale through Regency Duty Free stores in 2007 – four years ahead of Moa.

“Our decision to begin selling through duty free stores was extremely well received at the time due to awareness of our West Coast brand. We quickly grew our sales over the following years but the reality is however that beer is not a key driver in duty free stores given competitive retail pricing and the fact people tend to purchase items such as spirits, perfume or electronics when travelling abroad because of significant duty savings offered.”

Ms Macindoe says Monteith’s dual focus is now its local and export markets.

“Our export sales have grown ten-fold over the past five years, predominately through Australia, showing demand for New Zealand craft beer is increasing, but primarily in the retail and on-premise sectors.”

Monteith’s is currently redeveloping its Greymouth brewery to accommodate growing demand. The brand intends launching new beer styles in spring when the new-look contemporary craft brewery opens its doors.

Increasing tourism to the Coast and the new Monteith’s brewery is also high on the agenda says Ms Macindoe with brewery visitor numbers expected to grow from 17,000 per annum to 40,000 by 2014.

ENDS

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