Denmark’s Boston Brewing Co. cuts through confusion with strong brand

Daniel MercerThe West Australian
VideoThe craft beer scene in WA has grown a lot in the last decade, but there seems to be no slowing down.

It wasn’t lost on the brains behind Boston Brewing that the name could have so easily become confused with the renowned American city.

Boston, Massachusetts, after all, is famous for its craft beers and hipster culture.

The potential conflict prompted the team at the Denmark brewery to launch a major rebranding 2 ½ years ago to make clear it was Boston, WA, a move that put the region’s emblem of the blue wren firmly at the centre of its imaging.

It was a rebranding that coincided, perhaps lit a spark under, the company’s remarkable growth.

After producing about 100,000 litres of beer in 2016, by year’s end Boston will likely have doubled its output to 400,000 litres.

At the heart of the operation is a brewery headed by American-born Tyson Addy.

An engineer with Rio Tinto for most of his working life , the home-brewing enthusiast picked up the dream job at Boston by being in the “right place at the right time”.

Since moving there, the 41-year-old rolled out the typical classics that such as an entry level lager, a wheat beer and an India pale ale.

He has also used his own partiality to a sour beer to launch a string of products paying homage to this age-old Belgian brewing technique.

One of his latest is Afterglose, a raspberry gose that is both tart and salty and has a red blush colour.

The creation was a complete accident. While trying to make a batch of the Devilslide red IPA he had what he describes as a “yeast mix-up” before storing it in barrels in the absence of knowing what else to do.

The result, after 12 months, was “amazing” special release beer, kegs of which sold out within days.

Boston’s general manger, Glen Daniel, said the sour beers or anything else that is barrel-aged sells well in Perth, whileGreat Southern locals tend to prefer more orthodox pale ales and lagers.

Either way, demand for Boston’s products is growing, with more than 400 bottle shops and venues around the State stocking its wares.

And with Denmark one of WA’s the fastest growing and most popular holiday destinations on the WA tourist trail, Boston’s decision to fit-out and then expand the venue into a restaurant is also paying dividends.

Despite upgrading its capacity to 500 from 300, Daniel notes the venue has almost hit its maximum several times already.

bostonbrewing.com.au

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