Aussie craft beer producer appoints marketing chief

Australian craft beer player, Gage Roads Brewing, has recruited former Little Creatures marketing and creative director as its new national marketing leader.

Miles Hull previously spent six years running the creative development and marketing department at Western Australia-based Little Creatures, where he was responsible for brand work around the brewery’s key White Rabbit and Pipsqueak Cider products. During his tenure to 2013, the company extended its footprint on Australia’s east coast, and Hull launched the fresh dining hall concept in Victoria as well as established the White Rabbit Brewery in Healesville, Victoria.

Most recently, Hull was managing director of Dark Horse Hospitality group and a co-founder and MD of the Alex Hotel Perth and Shadow Wine Bar.

His appointed as national marketing executive at ASX-listed Gage Roads, a new role, now sees him overseeing craft brand products such as Little Dove and Sleeping Giant pale ales, Hello Sunshine apple cider, and the Single Fin summer ale.

Gage Roads co-founder, John Hoedemaker, said Hull’s knowledge of great beer brands, his experience in developing “distinct and individual branding concepts”, and his operational and marketing roots, made him a great choice for the team.

“Miles’ appointment underlines our increased marketing efforts at a time where consumer momentum continues to grow behind our brands,” he said. “Miles is the perfect fit for our marketing strategy and will be capable of accelerating its execution. His vast knowledge of the beer market in key states like Victoria, NSW and Queensland will help drive increased awareness of our brands and help us deliver the key objectives of our five-year plan.”

Alongside Hull’s appointment, Gage Roads also confirmed chief operating officer, Aaron Heary, has also become the group’s chief strategy officer. Hoedemaker said it’s a move that reflects the progression of the group’s five-year strategy and plans now to look beyond 2021. Heary has been with the group for 14 years.

Gage Roads was established in 2002 by two brothers, John and Bill Hodemaker. In 2016, following a refresh of its core craft beer portfolio, the company announced a five-year strategy, codenames ‘returning to craft’, aimed at entering untapped independent and on-premise markets nationally.

The company reported half-yearly revenue to 31 December 2017 of $13.8 million, with net profits down 70 per cent to $420,635.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu