After a morning at leisure, our group boarded the bus for a private tour of Pirate Life Brewery, sponsored by Carlton & United Breweries.
Established in 2014 at Hindmarsh, Pirate recently opened a new $15 million brewery at Port Adelaide in the Dalgety Woolstore.
AB InBev, of which Carlton & United Breweries is a subsidiary, purchased the company last year with the intention of continuing the brand's unprecedented growth.
The new facility at Port Adelaide visited by our group, works under the lifestyle brand of being carefree and relaxed and with the ability to create great beer.
The new facility at Port Adelaide visited by our group, works under the lifestyle brand of being carefree and relaxed and with the ability to create great beer...
The day began with some light snacks before being broken up into two groups for a tour of the brewery.
Along the way we were treated to an in-depth look at the workings of the facility, from the complexities of licensing for a working brewery, commercial outlet and hospitality site, to delivery systems, facilitating C02, packaging, canning, and the mind-boggling science of brewing beer.
While the delicate science of brewing was interesting and extensive, the attention to detail at the facility from using reverse osmosis to purify water and the robotic systems used to measure air inconsistencies within the canning process down to the ml, was incredible.
Likewise, there was no denying the emphasis the company has placed on culture and the way it's integrated into the future endevours of the brand.
It would be easy to label the feel of the company as being extremely hipster, with its in-house barber shop and laid back attitudes, but there is an undeniable strategy to brand perception within the business.
As we walked around the facility, our highly educated and engaged member of staff also pointed out several street-art style images painted throughout the site.
In addition to brewing, Pirate Life has deeply engaged with its ideal customer demographic and aligned with a number of lifestyle elements, from funding street art projects and highlighting the artist's works within the facility, to planning music festivals onsite and running free buses from events like Adelaide Fringe to the brewery for tours and tastings. Future plans include the creation of a beer garden and hospitality space, to creating rolling street parties, featuring Pirate Life beverages and listening to music while viewing street art throughout the city created by local artists.