DB Breweries
From Wikipedia, the free encyclopedia
| Dominion Breweries | |
|---|---|
 |
|
| Type | Private |
| Founded | 1930 |
| Headquarters | Auckland, New Zealand |
| Industry | Beverages |
| Products | Beers and lagers |
| Website | http://www.dbbreweries.co.nz |
DB Breweries is a New Zealand brewing company founded in 1930 by Sir Henry Kelliher and Morton W. Coutts with the purchase of Levers and Co. and the Waitemata Brewery Co. in Otahuhu.[1] The company mainly produce pale lager. Its TUI brand is one of the better-known beers in New Zealand, partly due to strong advertising.
Asia Pacific Breweries acquired 90% of DB Breweries in 2004.[2]
Contents |
[edit] Breweries
DB Breweries owns and operates four breweries in New Zealand - Waitemata Brewery (Otahuhu, Auckland), Tui Brewery (Mangatainoka), Mainland Brewery (Timaru) and Monteith's Brewery (Greymouth).
The Tui Brewery was established in 1889 by Henry Wagstaff. The main brand is Tui a 4% abv pale lager. The New Zealand Consumers' Institute recently criticised Tui for claiming to be an "East India Pale Ale" when it is in fact a pale lager.
Tui is promoted through a humorous advertising campaign which uses stereotypes, heavy irony and the phrase Yeah Right. These advertisements have caused some controversy, such as a billboard in Wellington stating 'Camilla for Queen? Yeah Right' and one stating 'Aucklanders are people too. Yeah Right'.
[edit] Liquorland
Liquorland was formed in New Zealand in 1981 as a wholesale liquor chain, growing to 18 stores in its first year of business. Although it shares the name, it is not related to Liquorland in Australia. Liquorland is a wholly owned subsidiary of DB Breweries who originated and owns the Master Franchise.[3]
Through acquisition of rival Dalgety NZ Ltd in 1982, the national chain expanded to 29 outlets. Further expansion throughout the 1980s with the acquisition of the Wilson Neil business saw Liquorland reach over sixty stores.
In April 2000 Liquorland’s business model changed from being managed stores to a total franchise chain called Liquorland Limited.
Today Liquorland has almost 80 stores nationwide. Liquorland has grown to be a household name and is market leader in New Zealand with sales close to $300 million per year.
[edit] Beer
[edit] Other Brands
- Flame
- Bulls Eye
- Double Brown
[edit] References
- ^ "Sir Henry Kelliher", September 6, 1997. Retrieved on 2007-07-05.
- ^ Asia Pacific completes takeover of DB Breweries | Modern Brewery Age | Find Articles at BNET.com
- ^ "Liquorland Website", September 19, 2007. Retrieved on 2007-09-19.
