From New Zealand with Love

KIWI CRAFT HEROES, YEASTIE BOYS, MAKING A BIG IMPACT IN THE UK.

With 45% of consumers willing to pay more for a genuine craft beer, having the right option for your customers on draught and in the fridge has never been more important.

A couple of years ago, the multi-award winning, New Zealand based Yeastie Boys Brewing Company teamed up with KBE Drinks as the exclusive UK distributer for their range of award-winning craft beers. Since then, many premium venues around the UK have been delighting their customers with their internationally acclaimed and eye-catching beers. Paul Miller from 640 East in Canary Wharf explains why changing to Yeastie Boys has been such a success: “We knew Yeastie Boys would go well when we switched out from some more mainstream brands in their favour, but it’s been nothing short of amazing! Our customers are more excited, the beer is better, we have a more engaged beer partner, and our profitability is up.”

Last month, Yeastie Boys’ cheeky and playful nature came to the forefront with a global campaign to get New Zealand included in the 2024 Eurovision Song Contest, which has further raised the brand’s profile and increased their national media attention. The Kiwi beer icons took it upon themselves to highlight why the country should be in the competition, poking fun at Australia’s inclusion in this ‘European’ contest and inviting fellow New Zealand pals to launch the first ever official unofficial Eurovision entry.

The result was a single launched by Two Hearts, a Kiwi comedy pop-duo, called ‘Eurovusion (Open Up)’ which embraces everything that’s great about Eurovision and encourages the world to let them into the prestigious competition. Yeastie Boys founder Stu McKinlay said: “We’ve become big Eurovision fans since arriving here in the UK, but we really miss having our own country to cringe at while simultaneously supporting unwaveringly. New Zealanders grow up with a strong sense of social justice, and Australia being invited to Eurovision without New Zealand is like inviting someone to your wedding but not giving them a plus one!” www.kbedrinks.com/brands/yeastie-boys

Flavourful, easy drinking beers from credible craft brewers are driving the category, and Yeastie Boys’ Bigmouth and Superfresh brands in particular fit the bill.

Bigmouth is a 4.4% light and easy drinking straw gold ale, bursting with juicy sun kissed South Pacific hops. While Superfresh is a 4.6% clean and thirst-quenching Helles lager. However, all the beers in the range hit the spot with interesting taste profiles which are both balanced and sessionable.