London Pride is going on draught in Australia for the first time

London Pride is going on draught in Australia for the first time

UK brewer Fuller's is eyeing a boost in sales in Australia after signing an exclusive distribution deal with Empire Liquor.

Fuller's confirmed to just-drinks today (31 July) that the distributor's south and western Australia units have now taken delivery of its beers, after the orginal deal was signed in April. The London-based brewer's products have been on sale in Australia through a small importer since 2008, but this is the first exclusive tie-up with a major distributor.

Fuller's flagship London Pride ale will be available on draught for the first time in the country as a result of the deal, a brewery spokesperson said. The brand is among seven SKUs that Empire is introducing, Australian on-trade website The Shout reported.   

In a statement, Fuller's export manager, George MacNicol said: “We are very pleased to be working with Empire Liquor and look forward to a long a successful partnership in order to make our unique range of fine ales available to the Australian consumer.” 

Last month, the brewer reported flat full-year operating profits

To read an exclusive just-drinks comment on traditional UK brewers launching US-style craft beers, click here