After undies, deodorant and boots, Tradie adds beer to its growing portfolio

When Ben Goodfellow first launched Tradie as a 26-year-old, he wrote a bucket list of all the products he hoped to one day make under the Tradie brand — beer was second on the list, right after underwear.

So naturally, when the opportunity came to launch Tradie Beer nationwide at more than 900 Liquorland, First Choice, and Vintage Cellars, he jumped at it.

Since Tradie was launched in 2010, the brand has seen significant growth every year. 

In the first five years, Tradie was almost doubling in size year-on-year, and then it stabilised to 30% to 40% per annum. 

This coming financial year, Goodfellow confirmed that the brand hopes to do $150 million in sales in Australia, New Zealand, the UK, and the US.

Currently, Tradie has 28 office staff and 50 warehouse staff across the board. 

Goodfellow said the response to Tradie Beer has been fantastic so far, with the sales exceeding expectations. 

“Some people were surprised to see the Tradie name across a beer can, but once they put it to the taste test, they’ve been impressed with what we’ve created,” he said.

“At this stage, we’re focusing on the Australian market with Tradie Beer. 

“If all goes well, I can see our beer range launching in New Zealand, considering the Tradie brand already has a large and successful presence over there.”

The range of beers from Tradie was developed with Melbourne-based Brick Lane Brewing and features a Zero Carb Lager, Lager, and Pale Ale.

A 375ml can of Tradie Beer Zero Carb Lager features 0% carbs, and 0% sugars at 3.5% ACV, while the super-crisp Lager has 4.2% ACV and is brewed with a light hop to give a fruity, refreshing flavour.

The Tradie Beer Pale Ale is full of tropical flavour with 4.2% ACV per 375ml can.

Goodfellow said from the beginning the Tradie brand has been expanding into new areas. 

“We started in underwear, then grew into socks, workwear, boots, sunglasses, watches, deodorants and now beer,” he said. 

“We try to expand the brand into a new market every year, which keeps my team very excited about the future.

“Our latest move with Tradie Beer may seem like a very different category, however, it’s proven to be quite a similar journey to the rest of our products — huge amounts to learn in the beginning to ensure we develop a really great product.

“Then it’s about formulating an authentic and fun marketing campaign. 

“For Tradie Beer, we mainly drew inspiration from our very own Aussie tradies and their lovable, larrikin, easy-going personality, who just love to crack a cold one at the end of a long day.

“I’ve always dreamt of making beer adverts — it’s the one category you can truly speak to consumers in a fun way. To tick this off the list in outback Australia was pretty incredible.”

Goodfellow said right now it’s all eyes on Tradie Beer. 

“We will continue to build awareness for the new product range and cement our place in the beer category,” he said. 

“On the 2024 horizon, keep a lookout for new beers launching in spring. We also have some new categories in the pipeline for the backend of next year.”