Pub brewer Mountain Culture has finalised the deal to acquire Fox Friday, adding three new venues to the stable as it looks to connect with fans of its chart-topping beers in person, at the pub.
After major financial challenges all too common in the craft beer sector, Fox Friday Brewing and its subsidiaries went into voluntary administration in April.
Conversely, New South Wales-based craft brewer and operator Mountain Culture Beer Co (MCBC) recently became only the second beer ever to earn #1 three years in a row in the annual GABS Hottest 100, taking the top of the podium again with its Status Quo.
Late 2023 the Blue Mountains brewery announced Australian cricket hero Pat Cummins as an investor, the captain reportedly sharing the founders’ values and wanting to actively participate rather than just serve as a brand figurehead.
MCBC CEO and co-founder DJ McCready says the acquisition of Fox Friday is “a big move” for them, contributing to the goals to meet demand in multiple states, and develop both unique limited releases and local customer collaborations.
The deal will see MCBC take up operations at brewpub Fox Friday Richmond and Fox Friday Hobart, each to be rebranded as Mountain Culture Melbourne and Mountain Culture Hobart, respectively. MCBC will take over brewing at both sites, which will transition, gradually ranging the new beers on taps, toward an official re-launch “sometime in July”.
“Melbourne is quickly catching up to Sydney as our biggest city. We already have a big team down there and capitalising on that with an incredible venue in Richmond just made sense.”
MCBC will also take up operations at the Moonah Hotel & Cellars, in Hobart. The company is aiming to retain the majority of staff in Melbourne and Hobart.
“Buying Fox Friday’s assets gives us a chance to create new fans and most importantly, new local communities. Connecting with them in the most authentic way possible … in person, at our pub.”
The deal will result in sale of the Fox’s Perth Brewpub to an independent brewery in WA, and sale of the Carwyn Cellars business to the Carwyn family.
“We started as a humble brewpub in Katoomba and it’s never lost on us that the fans we first met there are what built this brand into what it is today,” states McCready.
McCready explains they were motivated by what was best for the craft beer community at each location and he sees the result as positive for both the businesses and industry.
“Ultimately that meant on-selling two of the assets to independent businesses we greatly admire.
“There is no one better to usher in the next era of Carwyn Cellars than the people with their name on the door, and while we can’t confirm the news for Perth just yet, we know this will be a great move for fans of craft beer out west.”
To date the Mountain Culture stable has come to include venues in Katoomba, Emu Plains and Redfern, and the brand sees significant opportunity to expand on its growing markets in Tasmania and Victoria.
McCready offers that he and his wife Harriet “love Tassie” and find comparison with their stomping ground in the Blue Mountains. The booming beer has just announced its first year as the official booze of Red Bull Hardline, taking place in Tasmania’s Maydena Bike Park.
“We now have the chance to build a really special authentic community around these pubs and create personal relationships with our drinkers there.
“Of course, we can’t wait to get everyone in there, open the roof and throw a big ol’ Mountain Culture party.”
@mountainculturebeerco
