Coles “full steam ahead” in launch of its own beer

Posted by AFN Staff Writers on 22nd January 2013

Wesfarmers-owned Coles supermarket group is entering the craft beer market with the launch of its own Steamrail Brewing Co brand.

This is the first big move by Coles into a house-brand for a new alcoholic beverage. Coles’ major strategic move into a private-brand beer follows earlier beer-marketing moves by rival supermarket Woolworths.

Woolworths launched its house-branded Sail and Anchor brand produced by Gage Roads Brewing in November 2012.

Coles’ Steamrail Brewing Co campaign features the slogan “Ale with a Tale” and is marketed as offering “three classic styles,” featuring the Ghost of Eyre Pale Ale, the Gold Digger Golden Ale and Lucky Amber Ale.

The range is being sold exclusively through Coles-owned First Choice Liquor stores.

Coles new Steamrail Brewing Co brand.