Southern Alps, Southern Roots: Moa Brewing Co’s New Chapter

   Moa Brewing co are riding the low carb wave with their Southern Alps low carb lager. Supplied.

From its home among the Marlborough vines, Moa Brewing Co is carving out a new future: one built on family ownership, South Island sourcing and a fast-growing low-carb lager that is now challenging much larger global players.

 Under Managing Director Stephen Smith, the brewery has stabilised, rebuilt and begun rising quickly in a shifting beer market, driven in large part by Southern Alps Ultra Low Carb Lager, brewed entirely from South Island-grown ingredients including Canterbury malt and hops from Garston, the world’s most southern hop farm.

Moa was initially founded by Josh Scott, son of renowned winemaker Allan Scott. After several ownership changes, Smith and his father, Mike, purchased the brewery in 2021. “We bought a very distressed business,” Smith says. “We went through a rebranding effort, we’ve introduced a whole bunch of new liquids and innovation, and we’ve just been really focused on fixing the fundamentals of the business.”

That rebuilding happened during some of the industry’s toughest years.

“We’ve been through Covid, we’ve been through massive cost inflation, and we’re still here and doing really well,” he says. “The key to our success has been that we are focused on offering great beers and great value.”

Low-carb leads the way

With traditional craft beer flattening, the strongest growth is now in low-carb and zero-alcohol options. “There’s no more growth left in craft,” Smith says. “The only two parts of the market that are growing are low carb and zero.”

That shift led Moa to secure the Southern Alps trademark and develop a low-carb lager that could stand apart from the international giants dominating the category.

A quiet South Island test through Foodstuffs stores delivered strong results.

“We just felt there’s a role here for us with a truly New Zealand-owned, family-owned company to challenge those big internationally owned brands,” Smith says.

Southern Alps is now stocked in New World, Four Square and Super Liquor and PAK’nSAVE stores right across the North Island.

Smith says many low-carb drinkers compromise on flavour - something Moa didn’t accept. “People are making quite a big taste sacrifice for these low-carb beers,” he says. “We worked really hard to give a bit more flavour and taste profile.”

   Under Managing Director Stephen Smith, the Moa Brewing co. has stabilised, rebuilt and begun rising quickly in a shifting beer market. Supplied.

South Island grown

Southern Alps is built on a supply chain deeply rooted in the region.

“All of our malt comes from Gladfield,” Smith says. “For the hops out of Garston, this family has swung the bat hard at trying to find something that’s going to work for the beautiful piece of land and the family history. We just want to do whatever we can to give them the biggest opportunity to survive and thrive.”

Garston Hops, in northern Southland, is officially the world’s most southern hop farm, with a growing environment that produces distinctive characteristics.

 “There is actually a different taste profile because the hops have to fight a little bit harder,” Smith says. “It’s a really lovely story that adds layers to our brand.”

Moa’s own momentum has followed.

 “Our business now -  we’ve been growing at 30%, which again in this market and the environment that we’ve had : it’s pretty amazing,” he says. “When the sun’s shining in our industry, it makes a huge difference to people’s businesses when the barbecues come out and people start being more sociable.”

Stadium taps and the red-and-black

Southern Alps has also helped secure one of the biggest beverage partnerships in the South Island - the Venues Ōtautahi pourage agreement, covering One NZ Stadium (when it opens), Apollo Projects Stadium, Wolfbrook Arena, the Christchurch Town Hall and the Air Force Museum.

“We feel we’re privileged to be a part of that story,” Smith says.

Alongside this is Moa’s long-term partnership with the Crusaders, a relationship Smith says exceeded expectations.

“We didn’t miss a beat,” he says. “We actually sold more beer than they did in the previous year.”

Moa’s involvement with Canterbury Rugby also includes helping establish the Southern Alps Ultra Under-85kg grade in Christchurch.

“It’s a really, really great grade of rugby,” Smith says. “Fast, really high skill level… it keeps young players engaged with their clubs.”

Hops are sourced from Garston Hops in northern Southland, the worlds southern most hop farm. Supplied.

Cider, RTDs and a lean operation

Beyond beer, Moa produces Apple and Apple Rhubarb ciders using New Zealand fruit, much of it from Hawke’s Bay.

The brewery’s Marlborough beer garden, reopening this month, is a popular summer spot for cider on tap.

In the RTD space, Moa is relaunching its Hey Hey range.

“If we hadn’t won Venues Ōtautahi, we probably would’ve put the white flag up,” Smith says. “But it’s given it a new lease of life.”

The business runs with a team of just seven.

 Ownership is split 50/50 between the Smith and Dunphy families.

 “We’re trying to create a legacy business for our families,” Smith says. “Internally we talk about being New Zealand’s favourite beer company.”

With Southern Alps gaining national traction and deepening community connections across Canterbury and Marlborough, Moa Brewing Co’s next chapter is shaping up to be one of its strongest yet.