Bluetongue Brewery

Bluetongue Brewery was an Australian brewery and beer brand established in 2003 by four Hunter Valley businessmen: Philip Hele, Bruce Tyrrell, Ian Burford and Paul Hannan. It began in Cameron Park, New South Wales, and developed a portfolio centered on premium lager, pale ale, pilsener and other specialty beers. The brand used a distinctive blue tongue identity and built its market presence as an Australian premium-beer producer rather than as a mass-market national lager label. In 2005, the founders sold a 50 percent interest to a consortium associated with businessman and media personality John Singleton. The brewery was subsequently sold in December 2007 to Pacific Beverages, a joint venture between Coca-Cola Amatil and SABMiller. This transaction placed Bluetongue within a larger beverage-distribution and brewing structure and supported expansion beyond its original regional base. The brewery supplied beer to all Australian states and ultimately had stated production capacity of approximately 100 million litres per year. A major development came in November 2010, when the company opened a new brewery and packaging facility at Warnervale on the Central Coast of New South Wales. The project represented an investment of approximately A$120 million and was described as the second-largest brewery in New South Wales at the time. Its initial capacity was 50 million litres annually, with the facility intended to produce and package Bluetongue's premium beer range. The site also became associated with the brand's employment and regional economic footprint. Bluetongue's range included Bluetongue Premium Lager, Pale Ale, Premium Light, Original Pilsener, Black Ale, Vintage Ale and an alcoholic ginger beer. Other beers associated with the brewery included Bondi Blonde, Bruers Bright, Hunters Old and Hunters Resort Black Ale. Product strengths varied by style, from lower-alcohol light beer to stronger seasonal or specialty releases. The ownership structure changed again in 2012, when Coca-Cola Amatil sold its 50 percent interest in Pacific Beverages to SABMiller. SABMiller had also acquired Carlton & United Breweries, the Australian beer, cider and spirits business formerly associated with the Foster's Group. Bluetongue therefore became fully controlled by SABMiller within a broader Australian brewing portfolio. On 23 January 2014, SABMiller announced that Bluetongue would be phased out and discontinued as a brand. Employees at the Warnervale brewery were informed that 64 positions were expected to be lost around the middle of that year. SABMiller planned to relocate the brewing equipment to its Yatala brewery in Queensland and sell the remaining assets. Bluetongue's naming-rights sponsorship of Central Coast Stadium in Gosford, which had operated from 2006, ended in February 2014. The brand is consequently regarded as defunct, although its former brewery infrastructure and associated corporate assets were part of SABMiller's wider Australian operations.

Bluetongue Brewery was founded in 2003 in Cameron Park by Hunter Valley businessmen Philip Hele, Bruce Tyrrell, Ian Burford and Paul Hannan. The founders established the brewery as an Australian beer producer with a premium-oriented portfolio and a distinctive blue tongue brand identity. In 2005, they sold a 50 percent share to interests associated with John Singleton, bringing outside investment into the business. In December 2007, the brewery was sold to Pacific Beverages, a joint venture between Coca-Cola Amatil and SABMiller. The transaction connected Bluetongue with two major beverage companies and gave the brand access to a larger Australian distribution and production network. Bluetongue subsequently supplied beer across Australia and expanded its product range beyond its original core offerings. The brewery's most significant infrastructure investment was the opening of a new facility at Warnervale on the Central Coast of New South Wales in November 2010. The project cost approximately A$120 million. The brewery was described as the second-largest in New South Wales and initially had capacity of 50 million litres per year. It was designed to produce and package Bluetongue's premium beers, while the broader brewery operation was associated with capacity of up to 100 million litres annually. Bluetongue's products included Premium Lager, Pale Ale, Premium Light, Original Pilsener, Black Ale, Vintage Ale and Alcoholic Ginger Beer. The brewery was also associated with beers such as Bondi Blonde, Bruers Bright, Hunters Old and Hunters Resort Black Ale. The portfolio covered mainstream premium lager, lower-alcohol beer, traditional ale, pilsener, dark beer and specialty alcoholic beverages. The company maintained a visible regional profile through its naming-rights sponsorship of Central Coast Stadium in Gosford from 2006 until February 2014. The sponsorship linked the brand to the Central Coast while the Warnervale facility was being developed and operated. In 2012, Coca-Cola Amatil sold its half of Pacific Beverages to SABMiller. SABMiller had acquired Carlton & United Breweries, the Australian beer, cider and spirits division of the Foster's Group, and subsequently controlled Bluetongue within its Australian brewing portfolio. On 23 January 2014, SABMiller announced that it would phase out and discontinue the Bluetongue brand. Sixty-four employees at the Warnervale brewery were told that their positions would be lost around the middle of the year. SABMiller planned to move the brewing equipment to its Yatala brewery in Queensland and sell the remaining assets. These measures ended Bluetongue as an active Australian beer brand, making the brewery and label a defunct entry in Australia's modern brewing history.

1. 2014Brand discontinued

   SABMiller announced the phase-out and discontinuation of Bluetongue, along with job losses and equipment relocation.

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2. 2012SABMiller becomes sole Pacific Beverages owner

   Coca-Cola Amatil sold its 50 percent interest in Pacific Beverages to SABMiller.

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3. 2010Warnervale brewery opens

   A new A$120 million brewery and packaging facility opened at Warnervale with initial capacity of 50 million litres per year.

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4. 2007Pacific Beverages acquisition

   Pacific Beverages, owned jointly by Coca-Cola Amatil and SABMiller, acquired the brewery in December.

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5. 2006Central Coast Stadium naming-rights sponsorship begins

   Bluetongue became the naming-rights sponsor of the Gosford stadium, a relationship that continued until February 2014.

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6. 2005Founders sell a 50 percent stake

   A consortium associated with John Singleton acquired half of the brewery.

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7. 2003Bluetongue Brewery founded

   Philip Hele, Bruce Tyrrell, Ian Burford and Paul Hannan founded the brewery in Cameron Park, New South Wales.

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Australian premium beer brand with regional Hunter Valley origins and a broad portfolio spanning lager, ale, pilsener and specialty alcoholic beverages.

• Bluetongue Premium LagerLager

  A 4.9% alcohol-by-volume premium lager and one of the brewery's principal branded products. It represented Bluetongue's core positioning in the Australian premium lager segment.

• Bluetongue Pale AlePale ale

  A 5.2% alcohol-by-volume pale ale that extended the brand beyond lager into a more ale-focused style.

• Bluetongue Premium LightLight beer

  A lower-alcohol beer listed at 2.7% alcohol by volume, intended for consumers seeking a lighter option within the Bluetongue range.

• Bluetongue Original PilsenerPilsener

  A 4.5% alcohol-by-volume pilsener associated with the brewery's broader premium and specialty beer portfolio.

• Bluetongue Black AleDark ale

  A 4.7% alcohol-by-volume black ale that provided a darker, malt-oriented style within the brand's range.

• Bluetongue Vintage Ale 2005Vintage ale2005

  A stronger specialty ale listed at 6.6% alcohol by volume and associated with a vintage-labeled release.

• Bluetongue Alcoholic Ginger BeerAlcoholic ginger beer

  An alcoholic ginger beer listed at 4.0% alcohol by volume, broadening the brewery's offer beyond conventional beer styles.

• 2006Central Coast Stadium naming-rights sponsorship

  Central Coast, New South Wales

  Bluetongue held the naming-rights sponsorship of the stadium in Gosford from 2006, giving the brewery a prominent regional sports and community association.

  Outcome. The sponsorship ended in February 2014, shortly after SABMiller announced the brand's discontinuation.

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• 2014Discontinue the Bluetongue brandStrategy

  SABMiller reassessed the role of Bluetongue within its Australian brewing portfolio.

  What changed. On 23 January 2014, SABMiller announced that Bluetongue would be phased out and discontinued. Brewing equipment was scheduled for relocation to Yatala in Queensland, while remaining assets were to be sold.

  Aftermath. The brand ceased to operate as an active national beer label, and 64 Warnervale employees were told their jobs would be lost around the middle of the year.

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• 2012SABMiller takes full control of Pacific BeveragesM&A

  Pacific Beverages had previously been jointly owned by Coca-Cola Amatil and SABMiller.

  What changed. Coca-Cola Amatil sold its 50 percent interest to SABMiller.

  Aftermath. Bluetongue became part of SABMiller's wholly controlled Australian brewing portfolio.

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• 2010Build a major Warnervale production facilityStrategy

  Growing production and national distribution requirements created a need for a larger brewery and packaging operation.

  What changed. The company opened a new brewery at Warnervale in November 2010, with an approximately A$120 million investment and initial annual capacity of 50 million litres.

  Aftermath. Warnervale became the brand's principal production site and was associated with overall stated capacity of up to 100 million litres per year.

  Construction investment. A$120 million (2010)

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• 2007Sell Bluetongue to Pacific BeveragesM&A

  After the founders and associated investors had developed the brewery as an independent Australian operation, ownership was transferred to Pacific Beverages.

  What changed. Pacific Beverages, a Coca-Cola Amatil and SABMiller joint venture, acquired the brewery in December 2007.

  Aftermath. The transaction placed Bluetongue within a larger national beverage and brewing network and preceded the construction of the Warnervale facility.

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• 2014Bluetongue Brewery brand to be discontinued

  SABMiller announced that the Bluetongue brand would be phased out and discontinued. The announcement also included job losses at the Warnervale brewery, relocation of brewing equipment to Yatala in Queensland and disposal of remaining assets.

  OtherLeadership change
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• 2012Coca-Cola Amatil exits Pacific Beverages

  Coca-Cola Amatil sold its 50 percent share in Pacific Beverages to SABMiller, making SABMiller the sole owner of the joint venture and Bluetongue's parent structure.

  M&A
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• 2010Warnervale brewery opens

  Bluetongue opened a new brewery and packaging facility at Warnervale on the Central Coast of New South Wales, with an initial annual capacity of 50 million litres.

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1. Bluetongue Brewery