The last Quarter
World news
Lion ’ s share of US market
Lion expands US operations with the purchase of Bell ’ s Brewery .
BY ROBERT STOCKDILL
Lion has bought a second brewery in the US , making it the largest player in the craft beer market in sales and volume growth .
The Australasian liquor company has bought Bell ’ s Brewery in Michigan , which will be merged with its New Belgium subsidiary into a single business , but each will maintain its own distinct branding . Both labels are distributed US-wide .
“ In terms of quality , capability and reputation , Bell ’ s is a standout in the American craft brewing scene ,” said Matt Tapper , Lion ’ s MD of global craft beverages business , of the new asset .
“ Bell ’ s history , outstanding brewing credentials and brand appeal will complement New Belgium and support the expansion of Lion ’ s US operations .
“ They ’ re a great match for New Belgium , another pioneering US craft brewer , and both companies share a deep commitment to their co-workers , communities and customers .”
Bell ’ s was founded in Kalamazoo in 1985 and produces flagship beers such as Two Hearted Ale , voted the best beer in America four times by members of the American Homebrewers Association .
The combined range of New Belgium and Bell ’ s brands now includes the number one IPA brand in the US , Voodoo Ranger , along with Fat Tire and Oberon Ale .
Larry Bell , who founded the brewery and is its president , said the decision to sell to Lion ultimately came down to two determining factors . “ First , the folks at New Belgium share our ironclad commitment to the craft of brewing and the community-first way we ’ ve built our business .
“ Second , I ’ ve been doing this for more than 36 years and now is the right time . I want everyone who loves this company like I do to know we have found a partner that truly values our incredible beer , our culture , and the importance of our roots here in Michigan .”
Lion bought New Belgium two years ago and Tapper said the company ’ s approach to working with the brewery had paved the way for strong growth in the US . Since the takeover , its Voodoo Ranger had taken the lead in its category , making the brewery the fastest-growing craft beer business in the nation .
“ When we first partnered with New Belgium , we committed to not only support their growth but protect and nurture their unique human-powered business model ,” said Tapper .
“ This purpose-led business model and connection to its community were values we shared , and which we ’ ve continued to build upon since New Belgium became part of the Lion family – with flagship brand Fat Tire becoming the first carbonneutral beer in the US .
“ We ’ re pleased that these values and the craft culture we ’ ve fostered at New Belgium were key factors in the creation of this new partnership with Bell ’ s , and Lion looks forward to supporting both breweries in this next phase of growth .”