Lion to close the Mac’s Brewery in Wellington
Lion Nathan has decided to relocate the Mac’s Craft Beer production capability from Wellington to the Canterbury Brewery, Christchurch and close the Mac’s Brewery in Wellington.
The Wellington Brewery is a higher-cost facility relative to our other breweries but up until now we considered this a component of our investment in building the Mac’s brand and its reputation for brewing innovation.
However the brand has developed to a point where consumer adoration for Mac’s no longer depends on the Wellington Brewery underpinning the brand’s reputation for brewing innovation. The maturity of the Mac’s brand and the introduction of the Mac’s Brewbars throughout the country have contributed to this change in consumer attitude, to the extent that we can now no longer justify the expense of operating the Wellington Brewery.
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The Wellington Brewery is a higher-cost facility relative to our other breweries but up until now we considered this a component of our investment in building the Mac’s brand and its reputation for brewing innovation.
However the brand has developed to a point where consumer adoration for Mac’s no longer depends on the Wellington Brewery underpinning the brand’s reputation for brewing innovation. The maturity of the Mac’s brand and the introduction of the Mac’s Brewbars throughout the country have contributed to this change in consumer attitude, to the extent that we can now no longer justify the expense of operating the Wellington Brewery.
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Labels: brewery, macs, wellington
posted by Unknown at 3:53 pm
3 Comments:
Well, that's a tad cynical. I've been a staunch defender of all things Lion Nathan lately. They look like angels compared to DB, but this might be a step too far. Shed 22 has history and memories. I flinched when they killed Nelson, but took heart in Wellington. Now they're shutting down Welly too... too much Lion, too much. No more Mac's for me I'm afraid. Your beers had been getting progressively thinner anyway with that added sugar. Now I'm done. It's not war, I'm just very disappointed.
I agree with Greig. I moved from Wellington a couple of months ago and the brewery is one of the things I miss. Themed 'brewbars' a la Speights and Monteiths can never make up for actually having the brewing done on the premises. That's my last Mac's pint then.
". . . until now we considered [the Wellington brewery] a component of our investment in building the Mac’s brand and its reputation for brewing innovation. However the brand has developed to a point where consumer adoration for Mac’s no longer depends on the Wellington Brewery underpinning the brand’s reputation for brewing innovation . . ."
Translation: We got you saps drinking the beer by pretending to love what we were doing. And now we've got you hooked on it you can get fucked.
Nice people at those mainstream breweries. I think they think we're stupid.
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