Nothing's As Cold As An Ex - Ex Wife Bitter Beer Now Available In Australia
"Congratulations" said the uncle. "I'm sure you'll look back and remember today as the happiest day of your life."
"But I'm not getting married until tomorrow," the groom protested.
"I know," replied the uncle. "That's what I mean."
Several years back, like many Australian blokes I thought, "Wouldn't it be great to own my own beer!"
The idea bounced around for a while but for various reasons ranging from other work commitments through to the perceived difficulties in establishing a beer brand, it remained for some time as something I wanted to do but never was able to find the time and resources to do it.
All that changed recently.
Around this time last year I bought a pub in South Melbourne with a friend and through this transaction re-entered the hospitality space, a space I had worked in for many years through the 80's and 90's starting out as a Disc Jockey in the suburbs, then the city of Melbourne, through to promoting, managing then owning (in part) a large nightclub, again in the suburbs.
As regular readers of my blog may notice, even though I have not until recently been involved in hospitality since the late 90's, I have continued to be interested in the industry, creating several alcoholic beverage concepts that I plan on developing and launching. (You can see 2 of them here, 8 ball and Remix).
Earlier this year, I decided to focus my energies and resources on a variety of projects that while far removed from what I was doing previously, were each connected to each other, from the way they were set up, controlled and funded through to the creative challenges and opportunities each presented.
Ex Wife Bitter is a beer firmly aimed at the 80% of beer drinkers who are men and is brewed by a group of friends who call themselves the “Brothers in Ale”.
The name Ex Wife Bitter started as a bit of a joke, but it quickly became obvious that we were on to something when everyone who heard the name immediately wanted to know where they could buy the beer.
And the beer is certainly tailor made for plenty of jokes and innuendo, but rises above the obvious with a clever lament to the bitter ex that can be found on the label:
She drives my to drink with her bitterness and lies;
Her thirst for revenge can make this grown man cry;
She’s the unrestrained, vengeful, feminist sprite;
Who inspired the fermented brew we drink tonight.
Underneath the clever name and marketing is a crisp clean full-strength beer with balanced malt characters that has a slight finishing bitterness.
Ex Wife Bitter Beer entered the Australian market via soft launch late last week (late September, 2011) and has had an immediate impact.
ExWife Bitter Beer is already one of our best selling beers at The Clarendon Hotel in Melbourne and as at the time of writing this email, we have interest from around 20 pubs, clubs and licensed venues in Melbourne and Sydney in selling the unique beer.
Fingers crossed the beer continues to sell well and become a commercial success in the process.
Ex Wife Bitter will appeal to a wide range of beer lovers and will go down as smoothly as the day you split – because as they say “Nothing’s colder than an ex”.
About Whodeani
Dean Jones is a genuine entrepreneur with interests in a wide range of projects and businesses including The Clarendon Hotel, Brothers in Ale Brewery (who recently launched 'Ex Wife Bitter' beer), an online clothing and accessories brand (launching October 2011) and Brajo Music, a Dance & Dance Pop label. Dean previously headed up several publically traded companies in the online media space and is also currently writing a book on mens health and fitness due for release later this year.
You can follow dean on Twitter @whodeani or visit his website at www.whodeani.com
About Brothers in Ale
Brothers in Ale is a boutique beer maker in Melbourne, Australia. The “Brothers” beers are brewed from experience and made to enjoy, because while they are committed to great beer, they never take themselves too seriously. Their first beer “Ex Wife Bitter” launched in September 2011 and can be found in selected hotels and stockists in Sydney and Melbourne. Brothers in Ale beers can also be purchased online at exwifebitter.com.au.
Tell 'your' stories @ExWifeBitter.
Brothers In Ale have well advanced plans to launch several other 'unique', and uniquely Australian, beer brands in 2012.
