Transcript
Speaker: Hello and welcome to the Crafty Pint podcast. I'm Will. I'm James and yeah, how are you Will? I'm great. Great to be back in the office. um And Will, you actually, for the first time ah this week, completed what you called a Crafty Pint Bingo. hey Yes, my my name is the only name on the homepage of the Crafty Pint. I've been Personally, I don't think I've ever told you I've wanted to see if I could ever accomplish that and normally some damn freelancer or you jump up and write a story in my place. Yeah, yeah. So six new stories all by Will Zeeble on the homepage. It's actually up to seven now. I think it'd be it it'll be gone by the time this ah article's out. Well, I was wondering why you kept saying, oh, no, James, just hold that story that you've had done for the last week and a half back. And now I realize there were ulterior motives. So, um yeah, the crew at Hopsters, that's why your story hasn't run yet, because we we're all determined to complete Crafty Pint Bingo. um Anyway, I guess ah one of those stories that you put up on the website is one that you've been following for the best part of 18 months now, um involving Kegstar's proposed acquisition of convoy. Yes, well, I mean, yeah, it's a while ago since Convoy, unfortunately, went into receivership. um And the buyer that, as it turned out, Kegstar has been trying to buy them. I'm sure a lot of people in the industry have been following this for a long time because it has gone on for ages. ah So in October, the ACCC said that Kegstar was not able to purchase Convoy. Because they've been put forward as the preferred buyer by the the administrators looking to sell yes Convoy. Yes.
Speaker: Yeah, ACCC said that couldn't happen. The ACCC sort of regulation changed at the start this year. So Marco Starr, who owns Kegstar, thought, I will try again. And it's now being rejected again. So, um you know, there's probably still a few options there. But a lot of outrage, I think, on social media because a lot of people go, think a lot people work with Kegstar and they're great people at Kegstar and go, well, what's going to happen here? Like, does this mean Convoy's just going to go into liquidation? and The other big one is why does the ACCC care about this? Yeah, not not time contracts and not, you know, the the retail duopoly or whatever. But, yeah, I guess, you know, they're slightly different beasts. Yeah, I think it's, you know, you shouldn't compare these two things because at the end of the day, Kegstart and Convoy are the only large keg pulling businesses in the country. They're direct competitors. They really... do offer a very similar service, an option for a lot of small breweries. And the ACCC is, I'd sort of urge anyone to read the full statement of read ah reasons that the ACCC has put out. It's a 50-page document. I think when you put the story out on Friday, that hadn't been... Yeah, so yeah, the full sort of explanation came out on Monday this week, which really digs into the fact that um
Speaker: You know that, ah well, for for one breweries made submissions on this that we assume some might have said it can go ahead. as Others have said not. The ACCC does really lay out why they see this as being like if Kegstar owns Convoy, that that they will subsume it and there will only be one keg pulling business in the market.
Speaker: there's also There's always been other buyers. According to the ACCC, we heard when the original offer went through that Kegstar weren't the only one. It was the chosen buyer from the administrators and also the bank that was owed a lot of money through lending to Convoy as they went through this rapid journey. expansion uh since the knockback last october i there has there were still other offers put through so the a triple c kind of looks at that and says well there will be other buyers out there even if there's not uh it might be you know convoy might be broken up and sold as assets and that could maybe go to a launch a new keg pulling business in effect or they could still be used for keg pulling so yeah it It's quite, reading the statement, you do sort of understand that the logic of of what the ACCC is trying to look at here, which is really the structure around the marketplace. And I think, you know, to their credit as well, Kegstar have came out with, you know, this is what we'll do and this is how we'll protect everyone. You know, it's not like if Kegstar were to be the only keg pooling business in the market, they would be awful to deal with. They've never been awful to deal with. They're great business. Like, they'll potentially still be a great business as they're on their own. but
Speaker: ah The structure of the marketplace would be very different to how it's been since Convoy launched pre-COVID. And, you know, when you think about how many breweries have launched since then and and rely on keg pooling and probably don't have the capital to buy their own kegs, that sort of... ties into it as well you don You don't seem to go to many breweries and see a whole bunch of their own branded kegs like I would have done 16 years ago starting Crafty Pine. No one's getting the stencil out and spraying kegs anymore. It's it's basically either black or and or red or black and red at every brewery.
Speaker: Yeah, definitely. So, you know, it remains to be seen what will happen. i would think potentially other buyers may come forward. We don't know. ACCC said they don't know. And, you know, even if other buyers come forward, they might not be right. It may not be the best option. They might not have the funds or whatever, but they I think just looking at them, looking at these two things, they kind of have to go, well, currently there's two competitors.
Speaker: is it going to be okay with there being one one operator in the marketplace? And yeah, it's it's a very rare thing for the ACCC to do though. So it's it's interesting that it's in our industry that they've done this. You could probably wonder why they haven't done it elsewhere. But um yeah, I mean, it remains to be seen where this will all end up. I'm sure this isn't the last we'll have to report on it for sure.
Speaker: Well, no, not until there's a sale or or something else. um Yeah, so it would be one of the longest running stories, I guess, we've we've dealt with. and Talking of a business running longer than 18 months, but not too long in the grand scheme of things for craft beer, um you had a chat to Jimmy at Goodland Brewing. um I know you've had, a I guess, a close affinity with them, their fellow Gippsland um gippsland folk. And I guess they've had a pretty amazing and pretty, i wouldn't say unique, in you know it's hard to be totally unique in the the craft beer world today, but definitely um they've carved their own path you know through craft beer and they've just turned five. So you had a good chat to them about the highlights of their first half decade in brewing. Yeah, the five years and five beers, or maybe the opposite of that, five beers and five years, a return of a series that we've both always really enjoyed but kind of forget to do sometimes or miss and pass us by. So many people have been turning 10 recently. They got caught with the 10th anniversary. Yeah, I love Goodland. I love what they're about. they um you know like I think like a lot of breweries that make these big, dumb beers, they're very thoughtful about them and their approach and how they go about them, how they put together. I think if you're listening to this or know Goodland and you're in a capital city, you probably see them as making kind of punchy IPAs, barrel-aged beers, stouts without junks, or ridiculous sort of smoothie, smoothie, as they call them, smoothie sours.
Speaker: but Also being in a quite a proud regional area, you know, they work so hard to get their core range, particularly the first beer Jimmy mentioned um unsurprisingly is their little mate, which is their hazy mid strength. Like they work so hard to get that into local pubs, local bottle shops, all over the place in Gippsland now. So they're really one of these breweries that makes it, does a lot of fun stuff, but never forgets the core range or any importance of built, you know,
Speaker: brand building and and building really strong loyal local following as well and i loved um i'm sure we've mentioned this on the podcast before but uh when jimmy was one of the guests at our crafty cheer event for christmas last year at molly rose one of the guest brewers distillers we had along um he got up to talk about the the beer they were showcasing one of their barrel aged you blended imperial stouts and he basically just talked about how he discovered there were different types of vanilla in the world. And people just think of vanilla as this homogenous thing. But actually, if you have different types of vanilla, they give you different flavours and aromas and textures. And he was just like, OK, here we go. You know, this is this is the level of thought they are putting in. You might actually look at it and go, OK, it's 14%. It's got, you know, so much going on. But it's like, no, no, we we now understand the difference in, you know, even just the different varieties of vanilla that we're using in these beers. And it was like, OK, there is... There's some real sort of thought and passion and love that's going into into the design of these, you know, they called big dumb beers, but they're, you know, anything but in the right hands.
Speaker: and I guess that's someone else who loves loves to make big beers most often of a yeah hop forward persuasion, lots of ah West Coast IPAs and double hazes, that kind of thing. um Future Brewing will have a story on them on the website by the time this goes out. um They've been dealing with some ah some challenges at their their venue in the inner west of Sydney and a lot of the other brewers on the inner west ale trail have come together to um brew a beer for them as a bit of a fundraising. thing to help them through the challenges they're facing. um So if you look out for that, yeah a chat with Brady at Future Brewing and some of the folks from the Inner West Ale Trail.
Speaker: Yes, and from the Inner West to the Wild Wild West, the Outer West, the the Far West, or the Southwest, damn it. It was right there. This week's guest was Margie Wallace from Eagle Bay Brewing, which has the honoured distinction of it was actually my dad's favourite brewery. He visited years and years ago and was blown away by the spectacular nature of that venue and and just how beautiful the place in the place they are yeah oh you see yeah and on the on the the families that owns the the brewery also owns the land there up on the corner of cape natural east looking at looking on three sides you're surrounded by water in the distance um even the building itself is pretty beautiful the beers have always been exquisite as well. And and Margie's been involved from from day one, um is now married to one ah one of the the three sort of and the brothers the siblings that that run the business and involved in sort of the branding, marketing side of things. um Also just one of those Lovely people.
Speaker: you know when When you travel around the beer industry, there's always people you look forward to whenever you travel to different parts of the country. Margie is very much one of those people. So we we're really keen to and get her on the show. um It's ahead of Froth Town, which is, I guess, arguably the biggest beer event in WA. I think we've managed to attend that almost every single one in its now 11 years. um This year, sadly not. We've got a few things on over here and, you know, you're getting hitched. um But yeah, just good to good to have a chat with someone WA before Frothtown comes around. And yeah, just to understand where sort of Margie came came from before beer, what she loves about it, and you know what her sort of interests and what she's tried to create with the Eagle Bay brand, which I think has...
Speaker: always sort of you can tell when it's something's eagle bay they've they've got a very distinct sort of look and feel and you know to understand where that comes comes from in terms of i guess margie's wider interests outside of outside of beer as well great well enjoy the chat if you do like subscribe leave us a comment send us an email at podcast at craftybite.com cheers cheers
Speaker: Tickets for Bendigo on the Hop, one of Australia's most unique beer festivals, are almost sold out. Every year, indie brewers from across the country flock to Bendigo to pour their beers at bars, pubs, cafes and restaurants, all within the centre of this beautiful region of Victorian town.
Speaker: For thousands of beer lovers, it's a chance to wander the town, soak up the vibe and enjoy great beers, delicious food and entertainment. This year boasts one of the best brewery lineups yet, including welcoming International Breweries, Garage Project and Behemoth to the festival for the very first time. Six of the nine starting venues are already sold out. Remaining tickets are available for the Festival Hub, Black Swan and Sound Music Bar.
Speaker: Visit bendigobeer.com forward slash B-O-T-H hyphen 2026 and book now before they're all gone. That's bendigobeer.com forward slash B-O-T-H hyphen 2026.
Speaker: Attention brewers, one of Australia's favourite beer festivals, Crafted Festival, is taking over the East Coast from September to November with events on the Gold Coast, Newcastle and Melbourne.
Speaker: Get your beers and brand in front of thousands of beer lovers as they soak up the sun, live bands, delicious food and plenty of fun and games. First up is Gold Coast on 12th of September.
Speaker: Newcastle comes alive on 7th of November and then Melbourne to bring it home 21st of November. Final exhibitor placements are now available for all locations.
Speaker: Get in touch with the Crafted crew on info at craftedfestival.com.au. That's info at craftedfestival.com.au to find out more.
Speaker: Margie, welcome to the show. How are you going? I'm well, I'm well. Thank you for having me, James and Will. How are you both? I can't complain. i I'm assuming it's a little bit ah warmer where you are than here. I'm togged up in a hoodie, which i think is the first time on a podcast recording. I could put the heating on, I suppose. but um No, it is cold in WA today. i think winter has finally arrived. I also have my heater on.
Speaker: Fair enough. Fair enough. well One month of winter. Yeah, yeah my one one one one month of winter, which just devastates me. Yeah. Well, um I guess we should crack into it And I guess and for those that don't know you, and Margaret, you've been involved with Eagle Bay since the the very early days. you want to tell us how you first got involved with the brewery?
Speaker: Okay. So Eagle Bay Brewing is now started in 2010 in December. so at the time, my my now husband, who was my boyfriend at the time, It's his family that wanted to start it. And it was sort of a project that their father had talked about for quite some time. Their dad wanted to always have this brew pub on the farm because they've had the farm in the family um since the nineteen fifty s And um yeah, and then it sort of was always on the on the in the in in the sort of conversation, but everyone was sort of in their 20s, wanting to travel, wanting to do different things.
Speaker: And then it got to a point where their father was like, come on, let's make this all happen. And then Nick sort of, yeah, Nick was like, yep, I'm ready. I'm ready to brew some beer down south. And yeah, and then it all went on from there. So Nick's background brewing, Adrian is like hospitality, both restaurants and hotels. And their sister Astrid, she is an environmental scientist. So she was planning background so I just sort of got thrown into the fold of that and was like yeah and just sort of was part of helping build something from scratch yeah devise a brand for us Margie off you go
Speaker: My God, i had no marketing background. I used to work in banking. but that was it but you but But you were straight in from the off, weren't You sort of in a marketing brand kind of role? Yeah, well, sort of, it was all like oh like it is, I'm sure. And it is like this now, like all hands on deck. Nick was brewing the beers. We had the restaurant. And then we had like a cellar door.
Speaker: So you could come in, taste the beers. And they also had a vineyard on the property that they had planted in the 90s, which they used to supply grapes to other vineyards, but they decided to start doing their own wines, which were made at um Flametree, which is a winery down the road. So, yeah, so we're doing wine tasting and the beers and that. And it was just sort of at the time when we opened 2010, there was bootleg Probably CB Co or Cloning as it was then. CB Co and that was it the region. yep and you you but You mentioned the family farm there. I think for people that haven't been, it's probably good to try and explain or give pi paint a picture of what this this farmland's like because it's it's no ordinary farm, I would say.
Speaker: Yeah. um So, yeah, the family farm is on the coast. It's sort of split split between several siblings and um my husband like yeah adrian and astrid's and nick's father being one of them it overlooks the brewery you can actually yeah actually overlook bunker bay but it is in eagle bay but then um yeah so and then parts of the farm look over eagle bay and bunker bay yeah which is which is very very beautiful we look straight through the valley but then also when it's winter you get these crazy northerly winds and they come straight to us so the storms can be quite erratic but then very very cool sitting in the brewery watching a storm roll over from the sea into towards and towards you through the valley.
Speaker: And so you you see said you were in banking before starting at the brewery, but it sounds like you did have some sort of contact with craft beer. You'd had your little creatures pale, the WA sort of standard epiphany kind of thing. So i mean had had you had any any other sort of involvement working in beer or hospital or before joining um the family business? When I first moved down here, we we were um we I actually worked in wine. so I was working in a cellar door. And even then, I didn't really know. I knew what I knew about wine from living down here. But then we were lucky where I worked, the cellar door I worked at, the winemaker would come in like at least once a fortnight and chat with all the cellar door staff and go through all that. And they did so much training with all of us impromptu around wine, different styles of wine, great varieties, the soils of Margaret River,
Speaker: all that sort of thing. So that was actually, i but yeah i had a lot more knowledge with that than with beer. Like I always loved drinking beer, but again, I was always very much around, um my personal drinking experience was just something that tastes good. And I'm still the same, actually, just something that tastes good. And um yeah, and like a floral IPA, or I used to love lagers. Like I think the first beer I would always drink was actually a Peroni.
Speaker: And i you sort of like to describe yourself so as a storyteller as much as someone in in marketing. Like when in those early days of Eagle Bay, I think you from the off, I think anyone would agree that like the brand and the sort of the feel for Eagle Bay has been pretty distinctive and pretty lifestyle focused. I mean, what was the, um you know, what were the stories that you were looking to tell from in the early days?
Speaker: Well, I guess all of us are very, we were all very much about integrating, like integrating like the, um like our location where we're from, because everyone is very proud of where they're from and the place where we live. It's very beautiful. Also like being the Margaret River region. And then also the key thing was creating a destination that people wanted to visit experiential. So creating a brew pub place that everyone, like everyone wanted to visit, that you could come and create like good memories, whether it's just like you're coming to like visit with a mate or with your family or it's for a birthday or so on. And that was always the core thing that they wanted to do because there was also at the time, not anymore, there was like so many, there is so many amazing hospitality offerings in the region and wineries and with dining with restaurants, but not much casual dining.
Speaker: So then we also wanted that we wanted to sort of fulfill that that you could be like, Oh, hey, we've just been down at the beach in Eagle Bay, and let's go have some fish and chips and a beer at 230. And that's why we also had the wine because we also had um the wines available there as well, you could come and have a wine, something a bit more of a casual offering. But then you could also come in and book like in for lunch as well. But our brew pub was like The destination was a place and that was a very important part of our story because we'll we're very proud. They're very proud of where they're from. The location, Eagle Bay, like that part of the coast, Cape Naturalist. um
Speaker: Yeah. And doing and offering that, hospital like creating that hospitality offering to people so they've got a place to come. Quite disappointed is Cape Naturalist. ah I'd always, in my mind, it was being Cape Naturalist, which I thought sounded a bit more sort of Mediterranean and exotic. But, you know, seem to pronounce pretty much every other place name in WA wrong. So I'm perhaps going to do some sort of course. um It's interesting when you talk about sort of wanting capture that sort of beach feel, you come after the beach. Even the way the photos that have taken of all the beers over the years, it has that sort of almost bleached out summer postcard, summer photo kind of feel to them.
Speaker: Yeah, well, we've had the same, our photographer, he does like all the creative with me, like, and like videography and stuff now, Ryan Murphy, he has been with us since the beginning. And he's been like a family friend of Adrian and I since to the beginning. So he has like an archive of everything, like like he's been with us since day one.
Speaker: And I guess, you know, you've you've stuck very true, I think to, I guess, a fairly, i wouldn't say narrow, but you've a very defined path but you follow with the beers. Like there have been, you know, some, some bigger Imperial Stouts, but I don't think there's been an Imperial Smoothie Sour. I don't think there's been, you know, Oak Cream IPAs, that kind of thing. And, you know, has there been a temptation to sort of move that way or has it, you know, from a, you know, a brand, ah a sort of knowledge perspective, work well that, you know, people in w a know what Eagle Base stands for and that it has always stood stood for this. You know, I guess in the current climate where lagers are coming back, it's probably been, you know, good to stick to your guns.
Speaker: ah Well, it's so it's quite funny. When Nick first, when nick Nick's brewing ethos was always, um when we first started, when his brewing ethos was always like something clean and crisp and drinkable. And because of our location and he wanted to make sure it was something never over 5% ABV so people could drive.
Speaker: So that was one of his, that was one of his things, which we've continued on with. um With um when, when Keegan was our head brewer, he sort of like, yeah, he sort of did a deep dive into lots of like a couple of other different things. And we did experimentals. um And then with Reese, our head brewer now, We'll continue on. we he sort of He is sort of similar, like he loves, he sort of loves a clean, crisp beer, but then also loves the hoppy realm side of things and so on. so we'll So we will continue sort of experimenting a little bit in that. And then as a result, we have like the side project, the Modern Retro Lager project, which is produced now, I think, Oaked Vienna Lager.
Speaker: We did it for our sixth year this year. And that's like, that goes incredible. And that's just a ah favourite of people. 90 Day Pilsner. also a favorite of people so yeah so I think we'll probably continue with that but it's funny when we first started i remember because we weren't pulling putting out big IPAs or anything like we were called like the Tiffany blue of um brewing because we had that Eagle Bay culture blue and then we were pushing out those beers but in saying that our our like our socials and our
Speaker: emails our following is like 60% women and 40% men so I'm not mad about it no but I guess that's you know but the proof of the pudding is it's you know you had this vision for the brand and you've stuck to it you know what I mean and as a result you don't you perhaps haven't fallen into that 70% plus you know male following whatever whatever you know but by having this vision to create destination place sticking to sort of I guess more approachable or you know I guess less um pointy end silly beer that that's the result that you sort of ended up with is that you have this much more balanced um audience for the for the business yeah and that's good to and yeah and then with our people if yeah if they want to explore those things that's cool but then also like i will my personal belief system is you just cannot be everything to everyone
Speaker: And in terms of the products out there in the market, is it still really about Eagle Bay's out there to sort of bring people to the farm and and the home and that kind of thing? or Or do you see where's that sort of balance lie? Our ethos across the entire business is to create create a memorable moment for someone. So if you're if I've sent you a cube of beer, I'm a coach to Victoria, I want that beer to be memorable and you drink it. We want at that beer to be memorable and you drink it and go, yeah, that tastes good. If you come into the venue to have a meal or some food, we want that to be memorable. we want that We want that to be something good that you... And that's what we always push for and we try our best to sort of achieve. So the venue is very important. I believe the venue venues or anything experiential that any brands can offer people is more important than ever now ah because...
Speaker: um mostly because like that just sense of community and bringing people together. I think that's really important. um Whether it's you organising to catch up with friends or you creating a purpose built event for people to come to you. um yeah so I believe spaces like our space is very, very important. And the experience that people have firsthand experientially in our space, whether they're drinking a beer or having some food or a bit of both, or maybe they're just having a wine or so on. I believe that is like a like of highest importance that sort of hospitality.
Speaker: Well, I'm pretty sure if you ask my mum and dad, their standout memories from all their visits to Australia over the years, playing cornhole on your lawn while someone played, you know, acoustic guitar and drinking, you know, beer and a wine or whatever it would be, would be high up there in in their standout memories. So I'm pretty sure that that that stuck with them. um you talk about community there, I guess one of the things you've um done a lot over the years um is collaboration brews, both the sort of other brewers, other local businesses, and artists as well. How does that sort of fit fitted into, um I guess, the Eagle Bay story?
Speaker: Oh, we love a collaboration. um i think the first collaboration we ever did was a beer with main liquor and it was called Saison. So it was a Saison aged in our Chardonnay barrels.
Speaker: oh my God, now what year was this? God, my memory. i I think it might have like 2014. probably got this wrong. You might have somewhere on your first visit world. Yes, and that was like, I remember doing that with Maine and we were we did this combined stall at Frio Beer Fest and there was just like this humongous queue to try this collaborative beer which was insane and um yeah and then from there I've always believed in any sort of collaboration is like of importance especially when you find people like people that have shared not necessarily like-minded but similar values to you and you can bring each other's audiences in but then also
Speaker: like bring people together and I yeah that's a very important part of our brand building and of who we are like we've done some really amazing projects with some really amazing artists and met some really amazing people worked with lots of amazing like ah like independently owned bottle shops and also um and like bars and venues and restaurants which has been really awesome How does it work? I mean, did you do you spot a business and go, we'd like to work with them? Or do people approach you? Or is it your sales reps out on the road coming back and going, hey, I've had this idea, we should work with this, you know, cool brand? Yeah.
Speaker: um Oh, gosh, it's like, it's changed. Again, it's changed a lot. in you are you You want to kick yourself out with a new wardrobe that someone just opened down the road. Yeah. Literally. um No, I don't know. No, they um sort of, it's it's like a bit of, it's a bit of both. It's a bit of both. Like we, like obviously there's collaborations that we've like continued doing each year. Like the Oat Vianna Lager is good one. um We generally do a collaboration brew with either like with main liquor or also Besk in some sort of way, shape or form. um
Speaker: over like each, maybe if not every year, every two years. And then we do a collaboration with Rocky Ridge as well, which is two yearly. um Yeah, and then there's lots of, and then, yeah, they've got lots of, yeah, you'll have people that come to you, but it needs to sit right with us because we're smaller as well. It is difficult. We'll, like we say no to lots of um opportunities only because like a lot of brands will want package and keg beer, right? but the cost will just be too high to do both because of our size.
Speaker: at or the And mostly when the beer style is quite is quite niche, yeah, sort of thing. And I want a bit of both. So sometimes a lot of the time we will. So sometimes we do say no, but we do love collaborating with people, working with people and bringing people together. And I will always squeeze as much as I can to bring people together in terms of like ah from design perspective, from a venue perspective or a business perspective, div and then like a creative perspective with photographers and so on. um So then everyone's got the opportunity to work together and take, and then everyone can put something creative out in the world that they've always wanted to do. cause it's always exciting to do something new as well from our perspective. And and then also hopefully for the customer, they're like, they sort of enjoy that experience as well.
Speaker: Yeah, have to say, i don't think that you've released a collaboration beer that hasn't come with a suite of photos of people looking very happy and beautiful.
Speaker: I know, I know. Maybe I should need, maybe I need to start a TikTok account and do more like IRL or something. I'm too old for TikTok. I don't know what I'm doing. Wonderful world. Let's take a quick break.
Speaker: Okay. Cheers. Cheers.
Speaker: Attention brewers, one of Australia's favourite beer festivals, Crafted Festival, is taking over the East Coast from September to November with events on the Gold Coast, Newcastle and Melbourne.
Speaker: Get your beers and brand in front of thousands of beer lovers as they soak up the sun, live bands, delicious food and plenty of fun and games. First up is Gold Coast on 12th of September.
Speaker: Newcastle comes alive on 7th of November and then Melbourne to bring it home on twenty first of November. Final exhibitor placements are now available for all locations.
Speaker: Get in touch with the Crafted crew on info at craftedfestival.com.au. That's info at craftedfestival.com.au to find out more.
Speaker: And we're back and Maggie, 16 years in 15, 16 years into the journey of Eagle Bay. Is there any advice you'd give to people? I feel ah you laugh, but I feel like you're in the position, you your elder States people, definitely a Margaret river and of WA, like any advice you'd give out to people that, you know, who about selling beer or telling their story?
Speaker: um Oh, my gosh, what would I say? Don't do it. i
Speaker: Try and work out some good taxation loopholes. my um What I would say is whatever you want to do, like just don't try and be everything to any everyone. Just whatever you want to be, your your niche, your specialty, your area, something about you, Follow that. You will always find your people. They will always come to you. And just like branding is absolutely of absolute importance.
Speaker: um But i would I would say that like the how you look in the world and your taste is important, but then also the place that you call home and the experience that you offer people, that is the most important thing in the entire world.
Speaker: in the entire world of everything. And it still always comes back to, it always comes back to that. And that if you can, if you, whatever you do, yeah, just, um yeah, focus on that and making sure that people have that most wonderful experience, whether you're doing a venue or whether you're putting products out in the world and just creating that because the customer,
Speaker: ah is like so the customer has got more information than ever, which is great because you can make such good decisions, but also the customer's like, why should I buy that? Give them a reason to.
Speaker: Give them a reason to. And also a lot of the time when people love you, that's it. Like I went shopping for a car the other day. I wasn't looking for a certain brand, but the salesman was so great that I... that um You bought two. Yeah. It was just so nice and the other people there were great. The service was so good. I was like, okay, maybe I'll change my mind. But, um yeah, no, the most important thing is, yeah, that's my sort of take on it.
Speaker: Take on it. And, yeah, creating that space for people to come together or, yeah. but So you but you mentioned before having this 60-40 split um in your audience. Is that, I'm assuming, on some social media? What have you found over the years, I'm sure it's changed as well, has has been the most effective way as a beer business, as a brewery and a venue of getting your message across to, you know, people who might be become your potential customers?
Speaker: Oh, gosh. Again, like, oh, gosh, it changes a lot. Like, yeah. From like a social media perspective, oh God, the algorithm, um the like people love people, right? Or they love to hear stories about people or behind, like behind the scenes, because you're building the world, you're building the world of your brand with them. So if they know about what goes on behind the scenes, that's like a look into the world of Eagle Bay. If they know some of the people, that's a look into the world of Eagle Bay. if they And then they know about the world, like the brand world of Eagle Bay. So then they're getting to know you more. It's a little bit And then they become, yeah, and they go, okay, oh, that's really cool. I didn't know that. Oh, that's really cool. I didn't know that. So all that sort of thing is like, is of like absolute importance, whether you do that on the socials, whether you do that on an email.
Speaker: um Yeah, like those sort of things are really, of like really, I think. um And then, Also the, what's something that i maybe everyone does do it, but something that I think some people completely underestimate is email.
Speaker: Email is like, if someone chooses to open your email, that is an absolute win. Yeah. And that is such an amazing email is such an amazing tool. in terms of marketing tool, because you've got like two minutes or a minute. um A, someone's chosen to open your email and B, you've got like two minutes there to for them to to share some information with them. And I guess sort of, you know, there's no denying for, I guess beer as a category as a whole has been sort of and in decline for a long time now. and You know, craft beer has been going through um a tough time after the boom years, you know, especially the 2010s. You know, from your perspective, um as someone who's, you know, built this very helped build this very distinctive brand, you know,
Speaker: What do you think, you know, beer as a category could be doing to either sort of, you know, retain or or bring in new audiences to, you know come and visit the likes of Eagle Bay or, you know, your friends at Rocky Ridge down the road?
Speaker: I believe that, you like, my from my from what I've seen, the people that put in the work in creating community, creating events, doing things one-on-one, even if that is with your customers and doing that better experience with people with um at your venue or your space, that is like, that is like one of the most amazing things that you can, that you can absolutely do because those, and those brands are like, oh well, in my, my perception of those brands are really successful because, and they're getting, and because people just want connection.
Speaker: So I believe that that is like a really successful method in because people want connection. So if you are doing like a tasting and then you've got like a rum club and then you've got ah lots of other little things or you organize lots of events weekly at your venue.
Speaker: It takes a lot of work that the AI cannot do, which is good because humans need connection more and more. And I believe those brands are like quite successful. Like, ah well, to me, in my my eyes, they are quite successful and I see a lot of their beer everywhere because those people are putting the hard work in and the effort. Also, whether it's salespeople on the ground, making sure that they are like chatting to all the bottle shops and the venues and so on. Those, the yeah, those, those brands like, yeah, you've got to put the effort in for that connection with people. Is that why the sort of connection with fashion and the the sort of lifestyle connection Eagle Bay is able to draw, do you think that sort of helped you or more important than ever? And, and, you know, sometimes I look at breweries, Facebook feeds and I'm like, wow, there's no people in this at all. Like I, yeah I can't find a single person. You're kind of like, I don't know that back to basics thing sort of maybe matters more than ever.
Speaker: We've always been a brand who are like, oh yeah, do you a beer a beer with this or a beer with that and being part of someone's day or being part of someone's meal or being part of someone's like event that they're hosting or whatever, like just being being a part like being a part of that but being ah an excellent quality version of that to complement whatever they're doing.
Speaker: Yeah, so it's all about the experience. it's And it's going to what you were saying before, I guess, about, you know, businesses that put effort in with their venues or but with the experience with events. Do you think that's become even sort of more important now? um You know, I guess a lot of breweries, lot of producers across the border, I guess, have come back to be more local. People aren't trying to be sort of regional national brands anymore. So is that sort of made made it sort more important to really capture your local community? And I guess what you were saying there, you know,
Speaker: If you wanted to bring in new drinkers, lot of people aren't going to know what IBUs are. They're never going to need to know what IBUs are, but if you can bring them into a place where they like it, even if they've never had one of your beers before and they go away and say, i had a great time at Bingo or whatever it was the other day, then I guess that's kind of key as well.
Speaker: Yeah, that's like, that is a key thing for us, but then also, which I still think stands true from the beginning. like Nick was always like, if I can be the entry for someone to go somewhere else in their beer drinking or their drink experimenting, he goes, I'm very, he goes, that is like a privilege, as a privilege to be a stepping stone for someone's drinking journey. And if they go down the road of like, yeah, if they if they just enjoy a higher quality beer and they continue to evolve with that and try a different lot of others, great. If they go into like a full, like detail orientated, wanting to know more about lagers or double IPAs and so on, then that's also great as well. And I believe, and that's still our sort of a belief system. We can be part of someone's journey and help educate them into drinking something better or drinking something that they enjoy and they learn about the ingredients and also how they're like helping, I don't know, from a social or a cultural or a community perspective. We sort of feel that's really, that's really important and we sort of still stand by that.
Speaker: sort of thing. And yeah, we'll collaborate with people where we yeah where we where we think it's suitable because we yeah because we believe that things go hand in hand. Now, Margie, I guess your interest spreads far beyond Eagle Bay and the worlds of you know beer and and wine or whatever, um you know in sort of fashion, culture, the arts. um I guess over your 16 years in beer, do you think the indie beer sector has done enough to forge relationships or partnerships in those sort of spaces? Because presumably there would be a lot of sort of crossover in demographics.
Speaker: Look, I believe so. I think probably people do a lot of things at a localised level. why Like, you know, like a brewery will sponsor a local artist or a local photographer and they're like, they're showing or they're opening or an exhibition or um or be a part will be like a key partner or sponsor of a the launching of like a podcast or a radio station or something like that. So I think I would say i know what I observe in WA. see a lot of it from a localised level. Yeah. which I think is really important. I think a lot of breweries do do that. They will be get be involved the community and, like, be be part of sponsoring, like, various different things, yeah, to help improve the, yeah, to help build awareness around any sort of, like, arts and arts and um culture and fashion and music and all that sort of thing, yeah. And even, like, I don't, like, oh, well, look, this is a very personal perspective. Again, i am more creative as opposed to numbers and finances, But, like, I always think meeting people, chatting to people, making new connections is, like, of absolute importance and to me is, like, ah like would be a win in any sort of, like, from that perspective in china in terms of, like, if you were looking at, like, oh, well, how did you go? And i'd be like, oh, hey, well, I met these people and this is something that could come to fruition in a year. This will come to fruition in, like, three months' time. And I believe that is really important. Mm-hmm.
Speaker: And I guess, you know, stepping aside from marketing, in the early days of when Pink Boots was getting set up in WA, you were pretty heavily involved in the early days with the likes of Pierre Poynton and Margaret Campbell. and what was What was that like?
Speaker: Yeah, we did some like really awesome events. Like one the one of the most memorable ones was the Pink Boots Brew Day we did at Ferrell. So at the time, Bronte was the marketing manager there. And, um,
Speaker: we like we did I can't remember the leaderage I should remember but we did pack and kegs and even the response to the sales of that like that all was all pre-sold straight away yeah um and I think that's testament to pink boots and what it stands for within the industry um because people were just very happy to purchase that beer straight off the bat and also to the like to feral because feral is is an excellent like is an excellent brand, so people were just very happy to purchase that beer, no questions asked sort of thing. And I think and everyone knows what what it was doing in the in the bigger bigger picture in terms of education and mentoring and so on. And then you've got an excellent brewery making those beers. Who was more than happy to sort of make those beers with you and put them out in a in tap and also in cans as well? Mm-hmm.
Speaker: Did you ever think it would get to the sizes? Now, my understanding is the Australian imp pink boots is one of the largest in the world. Like it must have, looking at it now, it must be pretty amazing that I imagine, you know, a lot of faces you're seeing there in WA that you've never met and that kind of thing. Oh, yes. Yes. Absolutely. Unfortunately, i couldn't go to the last one that we had in WA. They did a brew day at Shelter and did a brew tour and so on. And that was excellent. Shelter were amazing hosts, as they always are. and um yeah And, yeah, and then there was lots of people that came down for it from Perth, which is really amazing. um And then Rocky Ridge have also hosted as well, and they're always amazing hosts. And, yeah, again, i went to that. That was the last one I went to. And i I actually really enjoyed the fact that I didn't know anyone because I'm like, that's really epic. But there's just more and more people like coming on board and um yeah. And then hopefully like within within our industry, like i always think I always think it's a bit of a shame when someone leaves our industry and I understand why, especially when you're working for small business and especially times like this, it can be taxing, there's burnout and so on. But when you have like these skill sets or these experienced people leave our industry, it's like whether it's hospitality or production, it's always such a it' always such a shame.
Speaker: And then if we can sort of I don't know, if they can meet other people and maybe find a find a job or find some like some somewhere else to work or even find the find a mentor that can help them navigate something so they can chat with their manager about something but to help with them their career progression or anything, but i think that's really important. really important and do you think it's helped over the years sort of increase the representation of um you know women and non-binary people in the wab industry it's always sort of felt to me from a distance there's been a wabsc maybe more than any other state has had more women in sort of prominent positions but do you think that has helped um whether it was by creating a network or by making things more prominent that it has has had a beneficial difference over the years oh yeah absolutely like
Speaker: I haven't physically been to many events over the last couple of years just because of being based down here and then we've got we've got children. That's a thing. And then, and um but um like the people like um Mel Holland who was on the board, like what like a wonderfully intelligent and amazing human she is and having someone like that to sort of Yeah, that that you can that's part of the board and helping like um helping create things, but then also the opportunity to talk to someone like that.
Speaker: Emma Locke from Beer Farm, also amazing, incredible human. who like has got so much knowledge for hospitality and beer and having those people in those key positions and Tanya as well from like little creatures, like those three, like they've all had their 10 years. I think Emma's still there. I don't think the other two's there, but those three would just inspire a lot of people and would have, um yeah, and they're just very like, yeah, they would have inspired a lot of people and the opportunity to learn from any of them is like,
Speaker: Yeah, and be around them is actually really amazing. And yeah, I think that that was a key part of it as well. And in with the WA is just having yeah those, those figures and they they have sort of put themselves forward voluntarily to help, to help elevate things and improve things and be there for people, which is a huge testament to all of them.
Speaker: And before we wrap up, Maggie, you know, looking back at your time, are there any events or marketing initiatives or anything like that that you're particularly fond of remembering? Just working with like, yeah, all the different, like all different people in WA, like in the hospitality industry, in the beer industry, like there's such wonderful people out there and I've made like some amazing, amazing friendships. and just like people who are like family now. And it's just, yeah, and I would, yeah, as that's just been really wonderful.
Speaker: Well, that's what it's all about, I guess. And I can't think of a better way to wrap up. So, Margie, thank you so much for joining us. um And, yeah, i look forward to catching up with you either around Perth or ideally down in the southwest at Cape Natural East at some point in the future.
Speaker: Or Froth Town. can't wait. All right, cheers, Margie. Thank you so much. Thank you for having me.
Speaker: The Crafty Pint Podcast is produced and edited by Matt Hoffman. You can get all your beer-related news and reviews on the Crafty Pint website, craftypint.com, and can stay up to date on future podcast episodes via our socials.
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