Bells Brewery
10 November, 2021

Bell’s Brewery Acquisition Establishes Lion As Leading Player In World’s Largest Craft Beer Market

Australasian brewer, Lion has today announced the acquisition of Michigan’s Bell’s Brewery, which will now come together with its New Belgium subsidiary in the United States. 

The combination of Bell’s and New Belgium places the expanded company at the top of the U.S. craft beer market in sales volume and growth, with an extraordinary line up of brands including the #1 IPA brand in the U.S., Voodoo Ranger, along with Fat Tire, Two Hearted Ale, and Oberon Ale.   

Managing Director of Lion’s global craft beverages business, Matt Tapper said that Bell’s history, outstanding brewing credentials and brand appeal would complement New Belgium and support the expansion of Lion’s US operations. 

“In terms of quality, capability and reputation, Bell’s is a standout in the American craft brewing scene. 

“They’re a great match for New Belgium, another pioneering US craft brewer and both companies share a deep commitment to their co-workers, communities and customers. We’re thrilled to be taking this next step in the United States and bringing these two great names in craft brewing together. 

“Just as Lion once crossed the Tasman to establish itself in Australia, now we have crossed the Pacific to form a leading craft beer business in the United States, the largest craft beer market in the world,” he added. 

Founded in 1985 in Kalamazoo, Michigan, Bell’s has grown to become one of the largest craft brewers in the country, with distribution across 43 states as well as the District of Columbia and Puerto Rico. 

Its flagship beers are national brands, and many have developed cult followings, including the Two Hearted Ale, voted the best beer in America on four consecutive occasions by members of the American Homebrewers Association. 

Bell’s President Larry Bell, who brewed the company’s first beers in a 15-gallon soup kettle, said that the sale was predicated on the values and passion for brewing shared by Bells and New Belgium. 

“This decision ultimately came down to two determining factors. First, the folks at New Belgium share our ironclad commitment to the craft of brewing and the community-first way we’ve built our business. 

“Second, I’ve been doing this for more than 36 years and now is the right time. I want everyone who loves this company like I do to know we have found a partner that truly values our incredible beer, our culture, and the importance of our roots here in Michigan.” 

Mr Tapper said that Lion’s approach to working with New Belgium, acquired in 2019, had paved the way for strong growth in the United States. 

“Since the successful acquisition of Colorado based New Belgium Brewing in 2019 it’s leading brand Voodoo Ranger has gone on to become the number one selling IPA in the US, propelling New Belgium to be the fastest growing craft beer business in the country.”  

“When we first partnered with New Belgium, we committed to not only support their growth, but protect and nurture their unique human-powered business model. 

“This purpose-led business model and connection to its community were values we shared, and which we’ve continued to build upon since New Belgium became part of the Lion family – with flagship brand Fat Tire becoming the first carbon neutral beer in the United States. 

“We’re pleased that these values and the craft culture we’ve fostered at New Belgium were key factors in the creation of this new partnership with Bell’s, and Lion looks forward to supporting both breweries in this next phase of growth.” 

The transaction will close upon receipt of all regulatory consents, which is expected in the coming months.   

-ENDS-  

Media contact: 

Tegan Flanagan – External Relations Director Tegan.Flanagan@lionco.com / +61 419 949 767 

Lizzy Bold – Media & Communications Manager / Elizabeth.Bold@lionco.com / +61 421 765 446 

About Bell’s Brewing  

Bell’s Brewery, Inc. began in 1985 in Kalamazoo, Michigan, with Larry Bell, a quest for better beer and a 15-gallon soup kettle. Since then, Bell’s has grown into one of the largest craft breweries in America, distributing to 43 states, in addition to Puerto Rico and Washington DC. The dedication to brewing flavorful, unfiltered, quality craft beers that started when Larry was a homebrewer continues today with iconic brands such as Oberon Ale and Two Hearted Ale, as well as Light Hearted Ale and Official Hazy IPA. Bell’s currently brews more than 20 beers for distribution out of its Comstock brewery as well as many small-batch beers that are served at the Eccentric Cafe in Kalamazoo. Over the years, Bell’s has become an industry leader in safety, quality and human resources, and has paved the way for the hundreds of craft breweries across Michigan. Bell’s ongoing goal is to brew thoughtful, creative, and artistic ales, and strives to make craft beer welcoming and open to all. For more information, please visit BellsBeer.com. 

About New Belgium Brewing 

New Belgium was founded in 1991 in Fort Collins, Colorado, by Kim Jordan, a social worker, who built her company the only way a social worker would: People first. Early on, New Belgium established norms that were and still are rare in the business world: fully paid healthcare premiums for coworkers, paying a living wage, open-book management, renewable energy sourcing, a free onsite medical clinic staffed by a doctor trained in trans medicine, and more – practices that, all together, represent a unique ‘human-powered’ business model that continues to evolve. New Belgium expanded to Asheville, N.C., in 2016; Denver, Colo., in 2018, and San Francisco in 2020. The company is famous for its flagship beer, Fat Tire Amber Ale, along with year-round favorites like Voodoo Ranger IPA, Dominga Mimosa Sour, and La Folie Sour Brown Ale; as well as an award-winning wood-aged sour program and innovative limited release beers. To learn more about New Belgium, visit NewBelgium.com. 

About Lion 

Lion is a leading beverage company headquartered in Sydney, Australia. With origins dating back 180 years, Lion is known for its commitment to quality, craftsmanship, community and sustainability. Lion is a pioneer in brewing and continues to innovate across a range of adult beverages. Its core beer portfolio includes many locally loved brands such as XXXX, Little Creatures, James Squire, Emerson’s, Speights and Panhead, more recently adding international craft brands Fourpure, Magic Rock and New Belgium to the fold. Lion also has an enviable portfolio of NZ wine brands, a premium fine wine business in North America and shareholdings in Four Pillars Gin, Remedy Kombucha and Schibello Coffee. Lion employs close to 4,000 people across Australia, New Zealand, the UK and the U.S.