Aussie brewery Mountain Culture gears up to Asia expansion
Australian independent craft brewery Mountain Culture Beer Co is set to expand its international footprint this July, debuting its Juice Trip Hazy Fruit Enhanced beers in five new markets across Asia.
The hazy, fruit-enhanced brews are set to launch in both on and off-premise channels in China, Singapore, Taiwan, Hong Kong and Malaysia. These will include supermarket chains, bars and online retail platforms.
Speaking to Beer and Brewer, sales director of the New South Wales-based brewery, Nick Murphy, said that Asia is “genuinely one of the most exciting spaces in craft beer right now”, adding that the expansion marked a major milestone for the business.
Before deciding to launch Juice Trip – one of the company’s fastest-growing sub brands – in the continent, Murphy said the brewery spent considerable time visiting Asian markets to suss out consumer trends and build commercial relationships.
Launched in 2025, Juice Trip brews were chosen for their fruit-forward profiles – which the brewery believed would be more palatable to younger consumers than more traditional types of craft beer. This is supported by internal research carried out by the company, which suggested that 64% of consumers between 21 to 34 across Asia preferred fruity beers to more traditional styles.
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The expansion was supported by both Investment NSW and Australian Trade and Investment Commission through export and market-entry initiatives, including Austrade’s Going Global programme.
In 2019, DJ and Harriet McCready opened Mountain Culture – the first brewpub in the heart of the Blue Mountains, with a plan to brew good beer for those adventuring in the area. But then Covid hit, and the duo pivoted from hospitality to brewing becoming the only brewery in Greater Sydney to can every small-batch release.
Located in Katoomba in the Blue Mountains, the brewery quickly amassed a cult following, and its ‘Status Quo’ Pale Ale was voted No.1 craft beer in the GABS Hottest 100 poll for four consecutive years from 2022 to 2025.
The brewer also launched a large-scale production facility in Emu Plains, Western Sydney, in 2022.
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