'Decent blokes' at DB resurrect Monteiths

By Phil Boeyen, ShareChat Business News Editor

Tuesday 27th March 2001

DB (NZSE: DBG) has changed its mind about closing the Monteith's brewery on the West Coast following a public outcry which could have severely dented the brand.

The brewer announced plans last week to close the West Coast operation because it could no longer keep up with demand. Production was planned to shift to Auckland, where there is excess capacity.

But a backlash from West Coast locals, MPs and other beer drinkers around the country - including several calls for a boycott of the company's products - has made the brewer rethink its marketing strategy.

DB's managing director, Brian Blake, says the company has listened to people's concerns and, despite the fact that the 150-year-old brewery is in major need of an upgrade, has decided to keep it open.

"Demand for Monteith's throughout New Zealand is increasing and therefore there will still be a requirement to produce some of the beer production outside of the West Coast. Over the next
few weeks we will determine the exact split of this production.

"This decision will affect total staff numbers at the brewery and the exact number will be finalised following consultation with the staff and unions over the same period."

Mr Blake says the Monteith's brewery will be preserved and DB plans to work with local community leaders to see how the brewery can play a larger role in the West Coast tourism drive, ideally creating more employment opportunities.

West Coast MP, Damien O'Connor says having Monteith's stay on the West Coast is a great opportunity to work together to grow the business - not just from a beer perspective but also from a tourism perspective.

Mr O'Connor says that DB Breweries are actually "decent blokes" and that he is calling the boycott of DB Breweries products off immediately.

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