New UK push for Australia’s Little Creatures beers

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Specialist premium drinks distributor London Cellar has secured the exclusive rights to sell Australian craft beer brand Little Creatures throughout the UK in the on- and off-trade with immediate effect.

Initial focus will be the flagship Little Creatures Pale Ale, a full-flavoured, hoppy beer available on draught and in 330ml bottles, at 5.2% ABV, but London Cellar plans to make the wider range available at a later date.

Little Creatures Pale Ale is brewed using whole hop cones sourced straight from the US, and a hop back to extract hoppy aromas and a delicate bitterness. Preservative and additive free, Pale Ale is live-yeast conditioned in the bottle and shipped from Australia.

To support the new contract, there is a new font badge which has been designed to give better standout at the bar while increasing its premium cues. The Little Creatures cherub has been enlarged to give it a greater presence and the new badge uses a clearer, more contemporary font. New Little Creatures branded glassware is also available, in pint and half-pint sizes, with a toughened stem.

John Hadingham, managing director of London Cellar, said: “We are delighted to have gained the exclusive UK rights to distribute the Little Creatures premium world beer range and are looking forward to giving it a renewed focus within the on- and off-trade markets.

“It is a quality range which we have long admired and with the current consumer thirst for world beers we believe now is the ideal time to increase its distribution within the UK.”

Jolanda Bossers, UK market manager for Little Creatures, added: “We are very excited to be forming a partnership with London Cellar to help increase distribution of our Little Creatures range in the UK. We have ambitious growth plans for the UK over the next few years, and we believe the team at London Cellar has the right experience, drive and contacts to help us achieve this.”

Originating in 2000 in Fremantle in Western Australia, Little Creatures is now distributed in 15 countries and has expanded to a second brewery in Geelong, Victoria. The name “Little Creatures” refers to the live yeast that is present in the bottle of pale ale.

UK on-trade listings include Mitchells & Butlers, Punch, Fuller’s, Charles Wells, Young’s and Matthew Clark Wholesale.

Little Creatures joins London Cellar’s existing portfolio which includes La Chouette Normandy Cider, the Al Murray beer range and Lost Rivers Brewing Company’s premium English beers: Neckinger Lager (4.5% ABV), Walbrook Pale Ale (4.5% ABV), Silk Stream Stout (6.2% ABV), and Earl’s Sluice IPA (5.2% ABV).

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