Hawkers Beer and White Bay Brewery have announced a merger to form the Social Drinks Group, a new entity uniting the two breweries under one organization. The group is set to begin trading on February 1, 2025.
The merger includes Hawkers’ 7-million-litre brewery in Reservoir, Melbourne, and White Bay’s 2-million-litre facility in White Bay, Sydney. Together, the group aims to leverage its combined production capabilities to expand its portfolio of award-winning beverages.
The Social Drinks Group has also raised $1.5 million in new capital to support its growth strategy, which includes plans for further mergers, acquisitions, and brand distribution partnerships.
Judd Michel, a veteran of the beverage industry with previous leadership roles at CCA and Heineken, has been appointed CEO of the group.
The merger will provide Social Drinks Group with a broad reach across Australia,
offering dedicated sales, marketing, supply chain and finance teams, along with an extensive brand portfolio.
