Bluebottle beer was established in 2006 by Fusion Brewing. This unique product adresses a unique gap in the market - a beer that is the perfect accompniment to a fine seafood meal. We all know that white wine goes perfectly with beer, but now there is an option for the modern man who wants to enjoy a delicious premium beer with his seafood meal rather than wine - Bluebottle beer is that answer.

Combining American hops, Australian Yeast and German Barley, Bluebottle beer is a flavoursome, sessionable beer that is an ideal flavour match to all fish dishes.

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Whilst the premium beer market in Australia is experiencing huge levels of growth, there are a number of factors which stand to affect Bluebottle Beer, notably legal factors.

The major legal factor affecting the Bluebottle beer and the beer industry at large is the banning of smoking in licensed venues across Victoria, which came into effect as of July 1 2007. Victoria consumes the most beer of any other state in Australia, drinking 25.8% of the countries 1,700 megalitre production of beer. Thus Victoria is a very important market to Bluebottle beer. Although similar laws have been introduced in other states such as Tasmania and Queensland the beer industry is sure to feel a larger impact from the introduction of such laws into Victoria. Studies from other states, such as Tasmania indicate that the banning of smoking in licenced venues can lead to a reduction of revenue of up to 13.4%. (Jobserve News). Although it is too soon to make conclusive judgements about how the ban will affect Victorian pubs some are already claiming a drop in turnover of around 10%. (ABC News 2007b) - this is sure to have an impact on the relatively new product Bluebottle beer.

(IBIS World Report Beer and Malt Manufacturing 2007)

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