CUB has shouted the bar in Mallee to give Victorian barley farmers a night off and thank them for helping make some of Australia’s most-loved beers.
CUB, which is a proud part of Asahi Beverages, has been purchasing over 30,000 tonnes of barley annually from Victorian farmers, with the support of agribusiness Riordan Grains. This barley is a vital ingredient used in brewing hundreds of millions of litres of popular beers, including VB, Carlton Draught, Great Northern, and Melbourne Bitter, at their Abbotsford brewery.
The event took place at The Juke in Sea Lake, where around 40 farmers gathered for a night of celebration. They enjoyed a meal and had the opportunity to taste various beers made with their own barley. During the gathering, CUB CEO Danny Celoni addressed the farmers, and experts on mental health, soil health, and farm safety also provided valuable insights.
Speaking about the importance of the farmers’ contribution, CUB CEO Danny Celoni expressed his immense gratitude for their hard work and dedication. He emphasised that the quality of their beers is directly linked to the exceptional local produce provided by these farmers. Barley malt, being the heart and soul of beer, significantly influences its taste, colour, aroma, and foam. “We’re enormously grateful for the barley our farmers grow but we know it is tough work,” said CUB Chief Executive Officer, Danny Celoni.
CUB has a long and proud history of brewing in Victoria, dating back to 1854. Many families in the Mallee region have been farming barley for generations, and the company values its strong connection with the area.
Two years ago, Asahi Beverages strengthened its partnership with Victorian barley farmers by establishing a direct relationship with them. This approach allows CUB to have better oversight of the barley growing process, ensuring that only the finest barley is used. Additionally, it enables brewers to collaborate directly with growers, choosing and refining barley types while providing farmers with the confidence and financial security to invest in sustainable and efficient farming practices.
Australia is renowned for producing high-quality malting barley, with an annual average production of more than 2 million tonnes for brewing purposes, both domestically and internationally. Barley cultivation spans across vast regions of Australia, with the country exporting around 1.3 million tonnes of malting barley, and around 4.2 million tonnes of non-malting barley each year, though these figures vary from season to season.
Beer enthusiasts worldwide can raise their glasses to the outstanding contribution of Australian farmers, who make it possible for everyone to enjoy the finest beers.