Pirate Life is fast outgrowing its inner-city Adelaide base in Hindmarsh where it was started in 2014 by father and son team Michael and Jack Cameron and Jack’s best mate Jared “Red” Proudfoot.
CEO Michael Cameron said at the Australian Craft Beer Conference in Adelaide last week the new brewery would likely include a 200-250 hospitality venue – an aspect of the business lacking at its jam-packed Hindmarsh brewery. “There’s a lot of good things happening down at Port Adelaide, there’s a lot of new restaurants and a few pubs being redeveloped so if we can get the brewery down there and have a front of house offering then we can add to the development of Port Adelaide.” Cameron said.
Pirate Life’s hoppy West Coast style beers in a can have proven an instant hit and production reached 2.3 million litres in 2016/17. It is expected to hit 3 million litres this before June 2018. Pirate Life’s Mosaic IPA has quickly become a regular in the stable and took the hotly contested IPA category at the Australian Craft Beer Awards presented at the Adelaide Oval.
The success follows on from a strong showing in 2016 by Pirate Life when it was awarded Champion Australian Large Brewery and Champion Pale Ale. Earlier in the year the Great Australian Beer Spectacular (GABS) showed a resurgence for cans, with canned ‘IIPA’ American Double IPA finishing in second spot of the Hottest 100 Aussie Craft Beers.
“Two and a half years ago we started with Jack, Red and myself and we’ve now got 41 staff on the books and we are planning on building the new brewery in Port Adelaide so there’s a lot going on. “Moving to Adelaide has proven to be an absolute rockstar decision not only from a distribution point of view but it is a city that thrives on quality – its wine and food industries, its location and its beauty.”
Cameron said the brewery’s market share had grown steadily over the past two years and Pirate Life aimed to grow again from its current 6 per cent to capture an 8 per cent slice of the national craft beer market by the end of next year. “We are positioning ourselves as a premium craft beer brand – as do three or four other producers around Australia – and I think there’s a good opportunity there at the premium level as there is with the premium wine and spirits industries,” he said. “We’re still growing – We’re currently in New Zealand, Hong Kong, Singapore and the UK and we look forward to launching in Sweden and Norway before Christmas and Taiwan and Vietnam about the same time.”
Last year the South Australian government announced more than $280 million of new private developments to help transform the historic maritime precinct of Port Adelaide into a residential, commercial and tourist hub.
Two Australian developers and a South Australian construction company have been selected as preferred proponents for the development of nearly 23 hectares of waterfront land across Port Adelaide – about 14km northwest of the Adelaide CBD – that is touted as “Australia’s last major undeveloped port waterfront”.
Cameron said Pirate Life recognised the potential of Port Adelaide. “It’s going to get to the point where people are going to want to get down there to enjoy Port Adelaide,” he said.
“It’s not just about craft beer – it’s about food and wine and all the quality things South Australia has to offer like art, music and architecture. Beer just becomes a part of that overall picture that makes Port Adelaide a great place to visit.”
“The South Australian government are doing a lot of work to try and develop Port Adelaide and I think if we get the brewery up and running with a tourism facility then it will add to that.”