ICONIC QUEENSLAND BEER POWER’S RETURNS AFTER DECADES

Iconic Queensland beer Power’s is set to flow again after a nearly two-decade absence from the taps.

Brisbane publican Bernie Power originally created the brew 35 years ago after building the Yatala Brewery in 1998.

The Sunshine State quickly embraced the homegrown drop, with Power’s sponsoring the Broncos in their inaugural season.

Power’s Ultra Smooth, which will be sold at pubs, clubs and bottle shops across Queensland from this month, is a new smooth and crisp beer specifically brewed for warm weather, according to Carlton & United Breweries (CUB).

“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,” Mr Power said in a statement.

“I am absolutely chuffed to see the Power’s brand returning. When I sold the brewery to CUB in 1993, we were more focused on the future of our staff than we were on the future of the brand. So to see it return, and hear what it means to people, has been a wonderful thing.”

CUB Queensland state manager Ian Giles said the relaunch of the 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”.

“It was so popular that it sold out on day one and never returned to full stock, smashing all expectations to eventually capture about 20 per cent of the Queensland beer market,” he said.

“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.”

The drinks giant says the new Power’s still has its “classic flavour profile” as well as “slight bitterness, balanced by a light rounded body, slight malt sweetness, a crisp, smooth, clean finish and 4 per cent ABV”.

“While some Power’s has been brewed over the past 20 years, it was available in limited quantities, with the original Power’s Bitter not brewed in over a decade and not available on tap since the early 2000s,” CUB says.

Power’s Ultra Smooth is being brewed at the original Yatala Brewery.

John Ribot, first chief executive of the Brisbane Broncos, said it was one of the best comebacks in Queensland history.

“Power’s and the Brisbane Broncos were built on shared philosophies — a bunch of intrepid, gutsy Queenslanders with a whole lot of front and can-do attitude who ended up changing the state forever,” he said in a statement.

“Bernard privately provided the seed capital to the fledgling Broncos and the players took the Power’s partnership to another level. Alfie Langer once nominated himself Power’s customer service manager, turning up to customers’ houses with a six-pack.”

Bob Singleton, owner of Brisbane’s Pineapple Hotel, said Queenslanders “still speak reverentially about Bernie Power and how he launched a beer that helped change the state forever”.

“Queensland is ready for the return of a state-based brand and Power’s is a brand that is Queensland to its core,” he said.

“Power’s is simply a great story that will bring back great memories for people of when Queenslanders got a unique beer they could truly call their own.”

 

Source: www.news.com.au/lifestyle/food/drink/iconic-queensland-beer-powers-returns-after-decades/news-story/436a58025644fe1b544e9857e55feeff