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Founders First Doubles Craft Beer Distribution in National Retailers for FY21

Success comes to Founders First as annual range reviews for national retailers are completed, +2000 distribution points across national Australian retailers have been secured.

Total pack beer distribution points across the portfolio will increase from August after Founders First secured additional distribution through Coles (Liquorland, First Choice Liquor and Vintage Cellars) and Woolworths (Dan Murphy’s and BWS).


“These results reflect both the quality of our portfolio of craft beer products and the unique capability that the FFL sales team (Indie Craft Collective) brings to the table. We expect distribution gains to be balanced across all channels once the outcomes in the Independent channel and On-premise are finalised. We are very pleased with the outcome and excited for our brand partners.” Mr Haysman said.


Six new products to hit the shelves of the National Retailers from August will be (ranging will vary by banner/state):


  • Jetty Road XPA

  • Ballistic Hawaiian Haze

  • Slipstream Pale Ale

  • Sparkke Red Ale

  • Sauce Peach Berliner Weisse

  • Sauce Hop Sauce Pale Ale

New Pack Innovation (again ranging will vary by banner/state):


  • Ballistic Hawaiian Haze 16pks

  • Slipstream Pale Ale 16pks


These ranging outcomes will be combined with a significant increase in marketing / brand investment across FY21 to ensure consumer pull through, brand awareness and sales growth are maximised for FY21.

Find out more in our latest ASX announcement.



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