Yahoo Finance Tradies turned internet stars launch $1.4 million beer company
The Inspired Unemployed, two friends who started as tradies and found widespread internet fame during last years’ lockdown, will launch their own beer company.
Jack Steele and Matt Ford found internet fame when their internet sketches kept Aussies locked inside something to smile about in the height of the pandemic last year.
Since then they have worked with a number of brands including The Iconic, Kayo Sports, the NRL and even Vogue.
Now, they are turning their internet fame into beer, partnering with ASX listed Mighty Craft (MCL.AX).
The new beer company will be owned 40 per cent by Steele and Ford and 60 per cent by Mighty Craft.
In launching the new brand they confirmed the beer will appear in 1,500 liquor stores around the country.
Mighty Craft said in the ASX statement that the Torquay Beverage Company was raising $1.4 million to support the launch of the brand.
Mighty Craft CEO Mark Haysman said the beer will be a healthier option on the market and is Torquay’s first foray into the beer category.
“Health, wellbeing and moderation are key macro trends culminating in ‘better for you’ drinks globally, as is partnering with modern day influencers,” Haysman said.
“Creating a new business with The Inspired Unemployed guys is both exciting and powerful given their reach. This is the first national launch for Mighty Craft in the beer category which reflects the potential with this partnership”.
The beer will be one of only two locally made zero card, full-strength beer products on the market.
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