ALM has grown its portfolio of owned and exclusive brands with the announcement of a supply agreement with Broo Beer. 

Under the new agreement, Broo Beer, known for its ‘100% Australian-owned’ philosophy and kangaroo logo, will be exclusively distributed by ALM’s Queensland operation, with plans to quickly extend the offer to additional Australian states across its network of hotels, bottle shops and on-premise venues.

Kent Grogan, Founder & CEO of Broo Ltd describes the beer as “a proud Australian in an increasingly crowded global market”, crediting the brand for being “innovative, daring, loud and always passionate about the beer.”

Grogan said: “We are delighted to join forces with ALM. Together, we are well positioned to offer customers a point of difference with ALM’s exclusive-to-indies approach, along with our unapologetic packaging to drive further brand awareness and category growth.”

ALM’s General Manager of Owned & Exclusive Brands, Murray Riemann, added: “We are delighted to work with Broo. We have spent time in trade with Kent, and have been impressed with the way both shoppers and retailers have responded to the product.

“I think the market is appreciating a traditional, Aussie mainstream lager and we are really looking forward to seeing Broo’s success across the country as we continue to deliver exceptional quality, value and margin to retailers and consumers alike.”

Broo has previously had deals with Metcash to supply independent liquor stores across Australia and more recently had contract brewing agreement made with Carlton & United Breweries.

Private label key for ALM

Private label expansion has been a priority for Metcash Liquor CEO Chris Baddock, who is the former Director of Pinnacle Drinks.

Last year the distributor purchased Kollaras & Co’s private label brands, which it described as a key accelerator of its private label growth strategy.

“The acquisition of the Kollaras Trading Company branded business in Australia and New Zealand includes the ownership of brands such as Two Truths and Seahorse Bay, plus taking on the exclusive supply of imported brands such as Mr Boston Bourbon and Molly’s Irish Cream,” Baddock said. 

“This acquisition is consistent with ALM’s purpose to champion successful independents, which includes a strong focus on growing private label; ensuring that ALM has full control over this portfolio, which offers consumers great quality and value as well as growing margin for our retail partners.”

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