Independent brewer Better Beer has reached a new milestone, officially selling 100 million cans since first launching in November 2021.
This year the brand has also recorded more than $95m in retail sales, with 12 million litres sold across the portfolio, and distribution in over 7,600 retailers nationwide.
Co-founder and CEO Nick Cogger said the achievement means a great deal to the team who are proud to have reached the milestone in only a short amount of time.
“It’s a massive moment for us, 100 million cans in under four years is something we’re all incredibly proud of. Better Beer started as a simple idea between mates, and to see it grow into one of Australia’s most successful challenger mainstream beer brands, is pretty surreal.
“The milestone really reflects the support we’ve had from drinkers around the country and the hard work of our small but amazing team who’ve been with us every step of the way,” he told Beer & Brewer.
Better Beer’s growth now sees it sit behind only 150-year-old Coopers Brewery in branded beer sales volume as an independent operator, a feat rarely seen in Australia’s competitive beer market.
Looking back to where Better Beer started, Cogger said he could have never imagined the scale the brand would reach.
“When we launched, we were just hoping to carve out a small space for a beer that felt lighter, fresher and more fun. To now be sitting behind Coopers as the second largest independent beer brand in sales, is mind-blowing.
“We’ve managed to stay true to our values from day one – we’re independent, we’re approachable, and we make beer that fits modern lifestyles. I think that’s been the secret to our success,” he said.
Better Beer’s success has been driven by sustained consumer demand for lower-carb, lower-sugar options and a distinctive marketing approach that connects directly with its audience.
Cogger explained that he believes the scale of growth for the brand has come down to its ability to resonate with Australian drinkers.
“People are more conscious than ever about what they’re consuming, and Better Beer sits perfectly at the intersection of great taste, moderation and better-for-you drinking.”
Looking ahead
The brand’s next phase of expansion is supported by a strategic distribution partnership with Casella Family Brands, established in December 2024, which has strengthened Better Beer’s route-to-market and national availability.
Internationally, Better Beer continues to gain traction in New Zealand with Better Beer Zero Carb and Better Beer Ginger Beer.
To lead the business in its next growth phase, Chris Pensabene (formerly Stone & Wood) has been appointed as Chief Financial Officer.
Pensabene said: “I’m thrilled to join Better Beer at such an exciting stage of its journey. The brand has achieved remarkable momentum in a short time, and I’m looking forward to helping guide the next chapter.”
With volumes forecast to grow by more than 20 per cent in FY26, Better Beer is on track to exceed 14 million litres in annual sales and reach its 20 million-litre target in the coming years.
Cogger hinted at big thing to come for Better Beer in the coming months and into the new year.
“You’ll see us continue to expand our range – starting with launching our newest product later this month, which is a 2.1 per cent ultra-low carb lager, designed to slot perfectly into midweek occasions, or those purely seeking a lower alc alternative. We’ll also be leaning more into strategic partnerships that bring the brand to life in new ways.”
