QHA-Review_March_Digital

NEWS
THERE’S A LOT OF CATCHING UP TO DO
ICONIC QUEENSLAND BEER POWER’S WILL FINALLY
FLOW AGAIN ACROSS THE SUNSHINE STATE, 35 YEARS
AFTER A QUEENSLAND PUBLICAN BUILT A BREWERY,
TOOK ON THE INDUSTRY AND HIT THE BIG TIME!
Two years in the planning, the new Power’s Ultra
Smooth Lager is a modern take on a true classic.
Power’s Ultra Smooth Lager is a new smooth and
crisp beer specifically brewed for warm weather,
modern tastes and with a packaging that pays tribute
to the pivotal time in Queensland’s history when
Bernard Power built the Yatala Brewery in 1988 -
and when Power’s sponsored the Broncos in their
inaugural season and beyond – and together, writing
themselves into Queensland folklore.
Carlton & United Breweries’ (CUB) Queensland State
Manager, Ian Giles, said the relaunch of the Power’s
brand marks the return of a Queensland icon that
celebrated our underdog spirit and showed the rest of
Australia there was nothing we couldn’t do.
“Power’s was so popular that it sold out on day
one and never returned to full stock, smashing all
expectations to eventually capture about 20% of the
Queensland beer market.
“People are yearning for simpler times; the pandemic
is almost over, and Queensland is well and truly open
for business. Now is the right time to relaunch the
Power’s brand so a new generation of beer lovers can
enjoy this uniquely Queensland beer,” he said.
Founder Bernard Power said it was great to see the
Power’s brand returning to prominence across the
state and has given the new brew the thumbs up.
“Making a beer that resonates with people is a
challenging thing, and I know everyone involved in this
has been very careful with what has ended up inside
and outside the bottle.
QHA REVIEW | 8