Beer Cartel celebrates 10 years

24 October, 2019 by Brydie Allen

Sydney based Beer Cartel is this month celebrating 10 years, by revamping its beer subscription and releasing a limited edition anniversary beer.

Founded in October 2009 by Geoff Huens and Richard Kelsey, Beer Cartel started as an online craft beer store and was an early pioneer in the online liquor retail space, starting before currently popular platforms Dan Murphy’s and Vinomofo.

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Throughout the past 10 years, one of the core products has remained the monthly beer subscription, the oldest of its kind in the Australian market. A big part of celebrating the anniversary is a relaunch of the subscription.

Richard Kelsey, who is now Director of Beer Cartel, said the original subscription model was great, but the anniversary is a great opportunity to revamp it to reflect recent evolution of the market.

“Not only have we seen that craft beer drinkers love trying a variety of beer through products like our Beer Advent Calendar, but we surveyed members who clearly told us that limited releases and variety were at the top of their wish list, so we’ve revamped our offer accordingly,” he said.

“We’ve kept it as a monthly subscription, but the pack formats have changed, including a shift to all cans. We have three tiers to the beer subscription with these varying by pack size and the mix of new and limited release beers.”

The new subscription model offers more variety in each pack than ever before, featuring more limited edition releases and only single cans of each type.

Alongside the subscription revamp, Beer Cartel have also released a special anniversary beer in collaboration with Ekim Brewery, who are also celebrating their 10th anniversary. The red IPA is also included in this month’s subscription pack.

Kelsey said: “We have a bit of a soft spot for Red IPAs and considering that Ekim is an IPA centric brewer, who just happened to also be celebrating its tenth birthday, a collaboration beer between us was an absolute no brainer.”

Over the past couple of months, Beer Cartel have soft launched the new subscription offering to gauge feedback and said it has been overwhelmingly positive. The packs can be found at: https://beerclub.beercartel.com.au/