Aussie brewery says you need to be 35+ to drink one of its beers
Australia’s Lord Nelson Brewery has insisted people need to be aged 35 or over to be permitted to consume its Three Sheets Pale Ale.
In a move that is dismissive of hipster-targeted sessionable pale ales or the Aussie fad for drinking beer from a shoe named “doing a shoey,” the brewery has said it has decided to implement the age-restriction as a “protective measure”.
The Lord Nelson Brewery, is Australia’s oldest pub brewery and is located in the Lord Nelson Brewery Hotel, in Sydney’s historic Rocks precinct, attracting tourists of all ages, but mostly discerning guests looking to admire the location and its lomgstanding history.
Lord Nelson managing director, Blair Hayden said: “If you weren’t born when our original beer was, it’s not for you. This is not a stance we wanted to take, but unfortunately with every damn musician in Australia being forced to do this whole shoey thing, we didn’t have a choice.”
Hayden explained: “For over 30 years we’ve focused on creating quality beers that are refined and well-balanced. Three Sheets Pale Ale remains our flagship brew and is testament to being true to ourselves and not following trends and ‘in’ styles” outlining that “until the young ones cut their weird drinking habits out, it’ll be reserved for the over 35s”.
Hayden added: “Continuity and consistency are so important in brewing and for the past 30+ years we’ve stayed in our own lane and focused on creating quality beers that are sessionable and not too high in alcohol.”
Despite the brewery’s controversial decision, which some industry insiders have labelled as “ageist” and others have praised as “a sensible marketing move” the age-restriction can be sidestepped and consumers are told they “can join the 35+ crew provided you promise to savour, not skol”.
According to Lord Nelson Brewery, its 4.9% ABV Three Sheets Pale Ale has created with “95% American hop varieties” and “5% British malts” which make it “100% suitable for comfy pants” and, as Hayden admitted: “It’s not a trendy IPA. It’s not a hipster sour ale. It’s a no fuss, easy drinking, refined beer.”
Three Sheets Pale Ale is available on tap to pubs and bars across Australia as well as independent bottle shops. It will retail via Dan Murphy’s for AUS$25.49 for a six pack. Learn more about it here via the video below.