The team behind Alice Springs Brewing Co. (ASBC) has announced the new name and rebrand of its latest acquisition Beer Garden Brewing.
The brewery will be officially called Port Lincoln Brewing Co. from July 1, 2025, marking an important and exciting new chapter.
ASBC first stepped outside the Northern Territory with the acquisition of Beer Garden Brewing in November 2024, moving into the brewery the following month.
Since then, ASBC has settled in and been able to honour its commitment to engage with the local Port Lincoln community in unique and meaningful ways, furthered by the rebrand.
Kyle Pearson, Founder of ASBC expects it to be a gradual transition in the following months, with the Beer Garden Brewing remaining on some packaging, tap decals, and signage as the team works through the change in a sustainable and thoughtful way.
Pearson told Beer & Brewer that this is a natural step forward for the business.
“It’s something we took very seriously. There was a lot of thought and work that went into it. We’ve been here for just over seven months now, and when we walked in it made sense to rebrand. But we also knew that it wasn’t something to rush into, it’s a lengthy process. It’s why we didn’t slap it on the door the day we took over.”
This reflects Port Lincoln Brewing Co’s efforts towards a smooth and respectful transition while steadily introducing the new brand across all areas of the business.
The brewer promises to bring a refreshed focus on enhancing customer experience, working to improve various aspects of the existing business — including the venue, service, product offerings, and events.
Pearson is so far pleased by the community response to the change.
“It’s been overwhelmingly positive. We haven’t had any negative responses yet. Which is very relieving because there was a bit of nerves. Although this is probably where the hard work starts with getting under the new colours.”
The importance of place
For Pearson, changing the name represents more than a rebrand, it underscores the commitment to the community of Port Lincoln and connection to the region.
“I think people’s sense of pride of place is massive. For us in Alice Springs, we’re very proud of what we achieved here in this place, and we’re proud of the region. We love Port Lincoln, and we know that there is a lot of community pride here too. So, I think a brand name that reflects that brings people together.”
He added: “Also for tourists who visit, they can come and buy a beer or a t-shirt and take a piece of the place they’ve visited with them.”
The new identity shares the brewery’s story in a way that resonates with the heritage of Port Lincoln and the Eyre Peninsula and highlights the unique qualities of the location.
Pearson said the new logo also “tips the hat” to Port Lincoln’s industries and landmarks.
“The tuna head represents one of the towns biggest industries which is tuna fishing. Also, a lot of grain comes here from the region, so we have the grain silos that are across the road from the brewery. It’s a bit of a feature in Port Lincoln when you drive in. Especially at night when it’s lit up with awesome, colourful lights.”
While Port Lincoln Brewing Co signals a forward-looking vision, Peason has promised to honour the legacy of Beer Garden Brewing as a brand that laid the foundation for the new brands success.
“The venue itself is the biggest testament to the previous owners. We have made some slight adjustments, but the venue will still stand. It’s always going to have its beer garden, and we’ll probably leave the beer garden sign out there as a homage,” he said.
“We’ll also be continuing a few of their flagship brands of beer and that’s a testament to how good the Beer Garden guys were brewing in the past”. The team behind Port Lincoln Brewing Co. also extended its gratitude to the loyal customers for their continued support through the transition as “Together, we look forward to raising the bar – proudly Port Lincoln”.