Meanwhile new XXXX Dry launches in Queensland

16 March, 2020 by Andy Young

XXXX has launched XXXX Dry, a full-strength (4.2 per cent) lager brewed at the Castlemaine Brewery, which will be initially available in Queensland and the Northern Territory.

The beer launches on tap in selected venues, with 330ml bottles to follow later in April, and the brand has no plans, at this stage, to take the beer south.

Advertisement

Tully Hadley, Head Brewer at the XXXX Castlemaine Perkins Brewery said: “XXXX DRY is brewed here at Milton using many of the same quality ingredients as the rest of the XXXX family, such as premium Australian barley, malted locally in Queensland.

“We want to give XXXX DRY a crisp finish, so we’ve used Nelson Sauvin hops, which gives a slight aroma and makes the beer incredibly refreshing for those hot Queensland days.”

The launch will be supported through a TV, billboard, digital and radio campaign, with Dry now lining up alongside XXXX Gold, Bitter and Summer Bright Lager.

Amy Darvill, XXXX Brand Director said: “Queensland’s favourite brewery has been a part of the fabric of this great state for 141 years, not that we’re counting. Queenslanders’ tastes continue to evolve so we are launching XXXX DRY, the perfect beer for the modern Queensland lifestyle.

“As a product from XXXX, DRY comes with the long history, exceptional brewing credentials and years of adoration that no other brand up here can compete with.”

James Brindley, Managing Director of Lion Australia said the launch follows significant investment from Lion in the Castlemaine Brewery in Milton.

“Last year we were proud to unveil a massive solar installation on the roof of the XXXX Brewery, and this year we are going one step further and turning the site carbon neutral,” Brindley said.

“We want our consumers to know that we are harvesting as much Queensland sunshine as we can to produce this beer – and from April our remaining emissions will be offset through a range of projects which aim to preserve our natural environment.

“This is a new era for the brewery – and what better way to celebrate it than with the launch of a fantastic new beer.”