| Little Creatures increases focus on "sluggish" Sydney market |
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| Friday, 20 January 2012 13:51 | |||
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By James Wells Little Creatures has increased its marketing focus on the Sydney market in 2012 after signing a two-year sponsorship of the Sydney Film Festival in conjunction with a range of other arts-focused events to increase the awareness of the craft brewing brand. "Little Creatures has a long-standing history of supporting the arts community and it is something we have always done, but possibly more in other states. We are concentrating more on the Sydney market at the moment, as we feel the time is now for craft beer in Sydney," the brand's head of creative development & marketing, Miles Hull, told TheShout. "We have been in the market for 12 years this year and Sydney has been sluggish in comparison to other markets from a craft beer perspective. There are now other players in the market so it is almost like a critical mass has helped awaken the Sydney market and as a result given the trade a lot more confidence in the segment." "The trade have now started to feel as though they should start stocking craft lines and giving them some space. It is great that this is starting to happen in Sydney as previously this market hasn’t been as interested in craft beers as other major cities have been," he said. Little Creatures brewer Little World Beverages (LWB), in December predicted its after tax profit would be up by as much as 24 per cent for the half year ended December 31. More info:
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