Furphy firing across Australia
Furphy refreshing ale rolled out nationwide after overwhelming demand
Furphy was born in Victoria at the Little Creatures Brewery in Geelong in 2014. It has recently been rolled out nationwide in response to overwhelming demand, following its meteoric rise in its home state of Victoria.
Since launching nationally at the start of 2018, Furphy has been taking the country by storm. Trust us, it’s a fact!
With a solid three months’ worth of data since Furphy’s national launch, we’re seeing the humble little beer from Geelong really starting to stimulate the beer category. In fact, Furphy was the number one contributor to growth across the total Australian Beer Category (in actual litres, latest QTR.) This is both including Victoria and excluding Victoria, which demonstrates the extent to which it’s driving momentum across the country
Furphy also remains in significant growth within Victoria, up 64.3% MAT (litres growth) and is now the sixth biggest beer in Victoria (by volume in pack.)
Furphy has reinvigorated the Australian Premium segment, leading the charge with its refreshing ale made from 100 per cent Victorian hops and malt.
Lion this week announced that Furphy will become its lead brand associated with the Victoria Racing Club (VRC), and the official beer of the 2018 Melbourne Cup Carnival, extending the ongoing partnership between the two organisations to 25 years.
Furphy will have its own marquee in the world-famous Birdcage this year. The Victorian-inspired marquee, called ‘The Watering Hole’ will uncover the tale behind the Furphy brand, which all started during World War I with troops spinning yarns around the famous Furphy water tanks.
(Data source: iRi Aztec Australian Liquor Weighted, QTR to Aug 18.)