Mountain Culture Beer Co. is set to debut its latest innovation, Juice Trip, at this weekend’s GABS Beer Festival, aiming to make a significant impact on Australia’s craft beer scene.
Described by the brewery as a “fruit-enhanced hazy” that delivers an explosive tropical experience, Juice Trip represents a year-long development process focused on elevating aroma, intensity, and flavour beyond that of a traditional hazy beer.
Chief Marketing Officer Bradley Firth confirmed the brewery employed new brewing techniques, equipment, and real juice to amplify the sensory experience. “The entire process – from concept to the refined product – took us the best part of a year,” Firth said. “Our business is driven by innovation and a desire to lead the market. We actually secretly tested an early recipe at GABS last year.”
That early prototype proved to be a major success, accounting for over half of the brewery’s sales at the festival, solidifying the team’s belief in its potential. Since then, the beer has undergone numerous recipe refinements, guided by feedback from regular customers.
According to Firth, the aim was to stay authentic to Mountain Culture’s community roots while reaching a broader audience. “We’re focused on making really good beer available to more Aussies. This is part of that,” he noted. “It’s something the core craft drinkers clearly love, but it also opens doors to younger drinkers who may be new to craft beer.”
Although the timing of the launch was not specifically planned around GABS, Firth acknowledged that the event presents a strategic platform to connect with beer enthusiasts across New South Wales, Victoria, and Queensland. “We like to refer to Juice Trip as the ‘party starter,’ so having it on tap at festivals is a perfect fit and something we hope to build on over the next year,” he said.
Early sales and positive feedback suggest Juice Trip could become Mountain Culture’s second-best seller, trailing only behind the brewery’s flagship beer, Status Quo, which has been voted Australia’s best craft beer three years in a row. “I don’t know about it being as popular as Status Quo, but we definitely believe in its potential,” Firth said. “It wouldn’t surprise me.”
Juice Trip will be available on tap at GABS, positioning Mountain Culture for another standout moment in the Australian craft beer calendar.
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