Drift: From Concept to Can
The Concept:
Every great beer kicks off with a spark, and for Drift, it had been flickering for a while. Business Manager Justin Palmer sums it up:
"Drift was a product that we have been talking about for a long time. Our range has always had a gap in it. Something sessionable, clear, and easily approachable, has something we have needed for a long time. Drift accomplishes all of that. Beautifully well balanced and very moreish. Refreshing after a long day in the sun. A vocal cord lubricant. Summer smasher. A bonfire banger. Drift is all the above and more."
Drift wasn’t just a new beer idea - it was a solution for us. We wanted something that could sit comfortably alongside our bigger, hop-forward beers while offering a crisp, refreshing alternative.
The Beer:
Most of our releases at Margaret River Beer Co. are bold, big IPAs packed with hops. But Drift was different. Head Brewer Ryan Allen explains the challenge:
"We decided to set ourselves the challenge of bringing this same energy into a sessionable XPA that can be crushed all summer long. I'm really stoked on how the beer turned out and it's already a favourite for knock off beers in the brewery."
Creating Drift meant balancing flavour, drinkability, and that unmistakable Margaret River Beer Co. edge. It had to be light enough to enjoy all day, yet full of personality.
The Leap:
Drift is also our first real leap into the world of permanent core beers that drop from the get-go. Director Iliya Hastings reflects on what makes this launch so exciting:
"Bringing a new flagship beer straight to our punters is pretty exciting. Drift is the first time we have taken the leap to say 'this is our new beer, it’s gonna always be on the shelves and on tap, so get around it.' Up to now we've grown our core and flagship range organically - largely due to not being able to brew enough beer to meet demand at our OG brewery at Brewhouse. Our new facility and amazing team lets us take off with a bit more confidence with a new beer and continue the ride that is nearing 10 years. Ryan and his team have made a great beer that pops but is extremely easy to knock back. And Zendoke (design) and Xan (marketing) have created a vibe that sits right in our Margs wheelhouse. So yep it's really exciting. Drift will definitely be populating my beer fridge this summer."
This is more than just another beer - it’s a statement. Drift represents our evolution, from small-batch experimentation to a confident, permanent addition to our lineup.
The Design:
From the concept phase to the cans in your hand, Drift’s vibe was as important as its flavour. Every detail - from the colour palette to the typography - was chosen to reflect the beer’s flowable nature. It’s a beer that’s as easy on the eyes as it is on the palate.
Our designer Jarrod Fuller of Zendoke is a character of thought and every piece of work he drops for us nails our brand story with his style.
"The DRIFT concept is anchored around the Margaret River, With DRIFT relating to the flow of the river but also the "drifting" of the subconscious. Mother Earth plays a key role in the illustration with her hair creating the water for you to DRIFT."
The Drift:
With Drift XPA now flowing to taps and fridges near and far, we’re stoked.
It’s more than a beer - it’s a reflection of everything we’ve learned and how far we’ve come over nearly a decade of brewing. As our range grows, Drift sets the vibe for what’s next: bold ideas, approachable flavours, and effortless sips.
Grab a can, kick back, and Catch The Drift.
