Broo Brewery

Lore & Background

Broo Brewery was founded by Kent Grogan and his partner Kelly Davidson, with the first beer, Broo Premium Lager, produced in September 2009. The company was started on the basis that Broo would remain 100% Australian owned. Grogan stated at the time that the company's charter dictates that the company can never transfer shares to any company or individual that resides in a foreign jurisdiction. In 2011, a publicity program associated with the lager involved giving away shares in Grogan's brewery, and Grogan estimates that over 7,000 people now hold shares in the company. In August 2012, the Australian Securities Exchange refused to list the company because it deemed its policy to restrict foreign ownership 'inappropriate'. In June 2013, the company launched its second beer, Australia Draught, with the company pledging to donate 20% of its profits from the sale of the beer to two charities – the SAS Resources Fund and Commando Welfare Trust. By 2013, Broo Premium Lager was also being sold in cans in the United States.

Reader's Guide

Broo Brewery's significance lies in its strict ownership model, which set it apart in the Australian beer market. The company's charter, mandating 100% Australian ownership and prohibiting foreign share transfers, was a defining feature that led to the Australian Securities Exchange refusing to list the company in 2012. This policy, combined with a share giveaway program in 2011 that resulted in over 7,000 shareholders, created a unique ownership structure. The brewery's first beer, Broo Premium Lager, launched in September 2009, and its second, Australia Draught, launched in June 2013 with a pledge to donate 20% of profits to military charities. Broo also gained recognition through awards, including the Telstra Business Awards 'People's Choice Award' in 2011 and a Siren Award for advertising in 2012. The company sponsored Scott Saunders Racing NASCAR team and Melbourne City Wrestling events. Broo entered administration on 10 May 2022, marking the end of its independent operation.

Did You Know?

• Broo's charter prohibits transferring shares to any foreign company or individual.
• Over 7,000 people held shares in Broo after a 2011 share giveaway program.
• The Australian Securities Exchange refused to list Broo in 2012 due to its foreign ownership restriction.
• Broo Premium Lager was sold in cans in the United States by 2013.