Yeastie Boys hook up with new partner

April 29th 2014

Pioneering New Zealand brewers – the Yeastie Boys – today announced a new relationship for the exclusive sales and distribution of their award-winning craft beer. From May 1, Yeastie Boys’ deliciously irreverent ales will be available throughout New Zealand via leading independent beverage distributors Federal Merchants & Co.

Federal Merchants & Co, who are new to craft beer but boast an exciting portfolio of national and international drinks brands, will significantly increase the availability of Yeastie Boys’ innovative ales across New Zealand as Yeastie Boys directive creator Sam Possenniskie explains: “We’ve just unlocked the potential for a massive jump in beer production, through our brewing partners at Invercargill Brewery, so it made perfect sense that we looked seriously about how we best got that beer to the people who’ve been asking for them for so long. Federal Merchants have been chatting to us for about a year now, we’ve got to know each other pretty well, and have developed a great respect for what each other do. We’re ready to consummate the relationship – I guess it’s like friends who get to know each other before becoming lovers.”

Choosing Yeastie Boys as their first craft beer offering was a natural decision for Federal Merchants, who have been watching the craft beer sector with great excitement. Federal’s National Marketing Manager Bho Patel elaborates: “Yeastie Boys have an innovative craft beer offering, have an exciting brand and consistently produce award-winning beers - not just in New Zealand awards but around the world. Our philosophy has always been to align ourselves with brands of international quality who are leaders in consistency and display excellence in their field, Yeastie Boys more than fit this requirement.”

Yeastie Boys directors, Stu McKinlay and Sam Possenniskie, have just returned from a successful trip to Great Britain where their Gunnamatta (an earl grey India Pale Ale) was voted the number one beer out of the ten worldwide breweries invited to the Wetherspoon’s International Real Ale Festival – the world’s largest real ale festival. “The media extravaganza around the Wetherspoon’s festival has increased demand from Europe, an area we’ve currently held off actively pursuing, as well as from here in New Zealand” remarked creative director Stu McKinlay, “and the relationship with Federal Merchants & Co will allow us to spend more of our time concentrating on maintaining the quality and increasing the availability of our beer, and providing education in the market, rather than dealing with the things that the team at Federal Merchants have proven they do so much better than us - sales and distribution.”

It’s not all sweetness and light, however, when a new relationship like this begins another one ends. In a similar vein to Chris Martin and Gwyneth Paltrow’s split, just a few weeks ago, the Yeastie Boys are ‘consciously uncoupling’ from their historical distributor BeerNZ as of 1 May. “BeerNZ have been an integral part of the Yeastie Boys story… being great friends and having sold every one of our releases since day one. Although it’s somewhat sad to move on, we’re immensely excited about the future, and we’re sure to remain great friends with Craig Bowen and his BeerNZ team who continue to distribute a great range of beer” said Mr Possenniskie. “It is important for us to acknowledge what a fantastic journey we’ve had with BeerNZ over these last five years. Together we’ve seen the craft beer scene grow from something that felt no bigger than a monthly book club meeting to one of the most exciting scenes of any industry in the country. In the next five to ten years we are going to see it become the mainstream.”