Creating a Commercial Beer Brand
Every now and then, we get approached by people dreaming of launching their own beer brand — and who can blame them? It’s a great idea on paper: your name on a can, your recipe in the hands of fans, and your beer being poured in pubs across the country.
But before you jump in, it’s important to understand what it actually takes to launch a commercial beer brand. While Whitelabel Brewing can help with production and branding, creating a full-scale retail product is a complex, costly, and highly competitive process.
Here’s what you need to know before taking the plunge.
1. Cost of Production
At Whitelabel Brewing, we specialise in short-run custom branded beer — perfect for events, corporate gifts, and promotional campaigns.
However, when it comes to launching a commercial retail brand, the economics are very different. Large breweries benefit from huge economies of scale, producing thousands of litres at a time. Small production runs simply can’t compete on price per can once you factor in ingredients, packaging, excise, and logistics.
While we can produce small batches to help you bring your concept to life, the cost-effectiveness just isn’t there for a retail product unless you’re operating at commercial scale.
2. Licensing
To sell beer commercially, you’ll need the right liquor licences — both wholesale and retail. These vary between states and come with strict compliance obligations.
If your plan is to sell online or direct to consumers, you’ll also need to navigate the additional regulations surrounding online alcohol sales, delivery, and responsible service.
This part of the process can take time, paperwork, and persistence — so make sure you factor it in early.
3. Distribution
Getting your beer into bottle shops, bars, and retailers isn’t as simple as making a great product. Most venues and retailers use third-party logistics (3PL) distributors to handle deliveries and stock management.
These distributors typically only take on new brands that can show a clear commitment to marketing and sales support. They need to see that your product will move off shelves and that you’ve got the budget and team to back it up.
Without that backing, it’s extremely difficult to break into the market — even with a great beer.
4. Marketing and Sales
Even the best-tasting beer won’t sell itself. You’ll need a strong marketing and sales strategy to build awareness and drive demand.
That means more than just great branding — you’ll need:
- People on the ground visiting venues and stores
- Ongoing advertising campaigns
- Social media and influencer activity
- Regular events, tastings, and promotions
The craft beer market is already highly saturated and competitive, so gaining traction takes time, investment, and consistency.
5. Recipe Development
Another key factor is the beer itself. Whitelabel Brewing does not have the capacity to assist in creating new recipes.
We produce three beers only — Aussie Lager, Pale Ale, and Premium Lager — each designed to suit a wide range of tastes and branding styles.
If your goal is to create a unique recipe for a commercial beer brand, you’ll need to work with a brewery that offers recipe development services. This involves formulating, testing, and refining your brew over multiple batches — which adds significant time and cost to your project.
The Bottom Line
While Whitelabel Brewing can assist with product development, can design, and small-batch production, launching your own commercial beer brand is a major undertaking.
Between licensing, marketing, distribution, and recipe development, it quickly becomes a costly and difficult path in an already crowded market.
For most people, custom branded beer — made by Whitelabel Brewing — offers a far more achievable and effective way to bring your brand to life.
If you’re looking for a unique way to promote your business, club, or event with your own beer label, we can help make that happen — without the massive overheads.
👉 Enquire Now to find out more about putting your brand on a can.