We got SLAMMED! Our biggest week ever. Winding back the rugby clock. The new brew is a HIT. A CEO at the farmers market.

Click to shop - GOLDEN LAGER

Oh my what a week.

We launched Golden Lager

Got the Mix Pack delivered into 157 Woolworths Stores

Had a record website sales week

Busiest and best day at the market with a Golden lager and Sunbreaker SELL OUT!

And it looks like you guys got quite thirsty for State of Play from stores re-ordering up and down NZ!!

CEO at the Sunday Market - Smales Farm

The Second Sunday of the month I man the stand at the Smales Farm market. This week we had the new Golden Lager, a sunny day and big crowds. We sold out of Golden And Sunbreaker (our summer ale).

We did the most tastings ever. Mostly we get asked - where are you based? - AKL, and brew in Napier.

How do we remove the alc? We don’t remove any alcohol - we brew to the strength of 0.3% with a new yeast that fully ferments, retaining all the flavour and you can taste all the whole recipe (this is why they taste so good).

Are we in stores? - yes around 500. And today you can taste them all and pick'n mix your preference. Or go to www.stateofplaybeer.com for the full range and a good deal.

It’s great selling a pack of beer to someone that has only just discovered the brand. And wonderful to see the repeat customers share stories of how they tell their friends about State Of Play. And how we could be better - mainly getting more of our range in stores.

For some our conversations are about loving life alc free. Some are at the beginning. One customer was having an alc free wedding and looking for bubbles.

I learn more this one Sunday a month than in my big beer days spending countless hours pouring over research PowerPoints.

And because we are in AKL it then rains and all your packaging gets wet.... HAHA

Maybe see you there second Sunday of Dec.

Go the Golden - Available now to order

It really is a relief tasting that first can off the line, especially when it's good, really good.

All the trials count for nothing until you do the big commercial brew, pack and pasteursise.  

All is on the line, plus a stack of cash when that approval to pack is signed.

The first can I tasted went down straight away, the moment it arrived at the door!

The second can I waited for it to cool down to 4 degrees and then we sat around the kitchen table with some fish n chips and it was a magic moment where a great tasting beer was enjoyed with the people I love with a kiwi classic summer feast!

So what does it taste like? 

A good lager is all about balance and restraint.  It's easy to build up a zero with lots of hops - a lager needs the biscuity toasty malt to come through with a hop hello and a bitter finish that gives you that signature lager enjoyment. 

Nice aroma from the Riwaka Hop and a the barley/wheat combo kicks in the middle with a sharp finish. We have nailed this one, I reckon.  

TOP TIP - pour into a glass with a good head and all the flavours are released. The warmer the beer gets the more intense the flavour too. As with all the brews the choice is all yours and only will be the judge of when you beer is best for you.

We are ripping through the first batch of 600 cases of Golden so I have brought forward my second batch.  

Hop on-line and get hold of some. You can get a whole case or mix and match with the rest of the family.

The pre-orders we received from newsletter readers last week was in record numbers! It went nuts, and we were really chasing our tails to get all the orders away last week. The beer was canned on Wednesday and between Leo in AKL and Simon at the Brewery all the orders left by Friday.  A big effort.

In the middle of all that Leo the wizard of Workplace wonders hand stacked 400 cases across the range that arrived on our pavement!.  

Check out that mullet!  He gave the neighbours quite a show of strength - who needs a gym when State of Play is around.  

I popped down to CHCH this week to see the New Worlds

Two days visiting New Worlds in CHCH.  

Rob at Durham St NW has 11 cases of Golden down on express delivery - he reckons it's a winner.  

So too ILAM New World - Golden cases on the way there too, and hopefully with this weeks ordering we can get some Golden added to the store weekly orders. 

If you are in the South Island ask your local New World to get some in.

In the North Island PNS Kilbirnie has loaded up as well as Hastings New World, lots more coming this week.

Check out the range at Ilam New World below - Golden Lager will slot in there nicely!

Woollies have gone big

This week Woolworths started installing all their new shelf planograms.

It's been quite the rollercoaster ride but that feeling of seeing 150 orders hit your email at 7.35 Wednesday morning is very cool

And all out the door by Thursday - a great effort.

The Mighty Richard Craniums

I’ve played for the mighty Richard Craniums rugby/touch team in ChCh for over 30 years.  Back for a touch trot last Thursday

The last time was 4 years ago Feb 2020. 

After that game and on my way back to Amsterdam something wasn’t quite right at Hong Kong airport. 

Yep that was the last flight for a while. 

Enjoyed a nice Asahi zero tonight at Burnside club and talked the same amount of sh*t as four years ago and 25 years before that. 

I’d like so say that 45 kgs lighter and booze free my touch form unfortunately has not late bloomed. 

Perhaps the previous low and slow swerve show and not really go was the signature move that has been a casualty of the new lifestyle. 

Cant win em all.  Cheers Boys.

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Why reviews matter.  If you have a minute it would be great to hear from you

Here is the link to the review tab for  Nectaron Pale Ale

Here is the link to review Sunbreaker Ale

Here is the link to the review tab for IPA

And if you have a cool photo you can post on one of your favourite social channels and tag @stateofplaybeer  #stateofplaybeer If you want to contact State of Play flick me a note grant@stateofplaybeer.com

TOGETHER WE ARE BREWING A REBELLION!