Zero Hero — How Bach Brewing led the non-alcoholic beer revolution

"I had this outside looking in view of New Zealand on many different levels but one of them was this nostalgia and beautiful memories of the coastal lifestyle... I missed that, you know, being able to go to the seaside and that really resonated with me and in how I wanted to build a brand and so it was about the coast and and the quintessential Kiwi bach represented that." — Craig Cooper on the nostalgic inspiration behind Bach Brewing
In this episode, host Michael Donaldson sits down with Craig Cooper, a 38-year veteran of the liquor industry and the founder of Bach Brewing. Craig reflects on his extensive career, which began as a marketing graduate trainee for Lion and took him across Australia and Amsterdam before he returned to New Zealand to buy into Hawke's Bay's Limburg Brewery in 2005. Thirteen years ago, he launched his own venture, designing a brand that captured his nostalgia for the quintessential coastal Kiwi "bach" lifestyle, brought to life through the vibrant watercolor label art of renowned illustrator Donovan Bixley.
The conversation then shifts to the logistical realities of building a major craft beer brand without owning a physical brewery. Craig explains his long-standing partnership with Steam Brewing, who have contract brewed his beers for the entire 13-year lifespan of the company. Because the contract model involves paying a manufacturer's margin, Craig candidly discusses how impossible it became to compete on price in the traditional six-pack market. As a result, Bach Brewing made the strategic decision to avoid six-packs, focusing their efforts on premium 440ml cans and single serves to maintain a sustainable, competitive business.
Finally, the episode dives deep into the booming non-alcoholic beer sector, a category where Bach Brewing has established itself as an early pioneer. Craig details the technical evolution of brewing their non-alcoholic range, highlighting their shift toward specialty yeast strains and the heavy use of cryo hops and hop oils to extract maximum flavor and aroma without the alcohol. This relentless focus on quality paid off massively when they won the trophy for the best non-alcoholic beer at the prestigious Australian International Beer Awards for their All Day Hazy. Grab a fresh can and tune in for an incredible masterclass on branding, contract brewing, and surviving a tough industry!
If you enjoy this episode please like, subscribe and comment on your favourite podcast platform. If you have any questions, comments or suggestions for future topics/guests feel free to drop us an email at michael@hoppiness.co.nz or martin.bridges@beerbigwig.com.