Moo Brew 2009 Imperial Stout
Monday, May 25th, 2009
Moorilla Estate’s Moo Brew is by far my favourite beer in the entire world, but usually a little beyond my price range for more than a social dinner. A four-pack of Mew Brew Dark Ale, which is a bit darker than a stout, goes for AUD$18 and a carton for $100. In the current climate that’s decadence in anybody’s language and we all know it. But pushing towards the Grange Hermitage end of the beer market their 2009 Imperial Stout costs a whopping $600 for a carton of 24 bottles.
Currently available only to Moo Brew members, the Moorilla Estate 2009 Imperial Stout limited edition of a mere 1515 bottles are being sold for $27 per 330ml bottle, or $600 per carton. They become available to the general public on 2 June, 2009. You might note that the 2007-2008 inaugural edition sold out in a short time.
What I find really interesting about the Moorilla Moo Brew marketing strategy is how effectively they’ve pushed beer into super-premium, if that word exists in the marketing vocabulary. The person paying $600 for a carton is a judge or a lawyer or a doctor or a pilot – it’s beyond the sensibilities of the general population by a long shot. And, without a doubt, some would have argued vehemently that the market for beer at that price was non-existent. When in fact, it’s serving a niche that wants that product in the real world.
