Welcome Urban Alley Brewery

We’re thrilled to announce a client win for Hollinshead Comms 101 that is sure to have us raising a glass (or two) – Urban Alley Brewery, previously known as Once Bitter.

Proof of the importance of maintaining relationships and also focusing on brands that you believe in, this client partnership came about following a successful client event that they were apart of. As soon as I tasted the beer and began working with its founder, I knew that this was truly something special and something that I would be honour to be involved with!

Since its launch in 2016, Once Bitter Urban Ale has been treating the tastebuds of Melbourne’s young, aspirational corporates with its locally brewed, high-quality and flavourful craft beer. Now founder, Ze’ev Meltzer’s thirst for innovation has lead to the exciting rebrand and launch of Urban Alley Brewery its flagship product – Urban Ale.


Formerly known as Once Bitter Urban Ale, Meltzer is reintroducing his Urban Ale to us, this time with a home in the Urban Alley Brewery. Boasting a new outlook, Urban Ale will embody the same signature pairing of two classic flavours that has already made its mark on Melbourne’s craft beer scene; an Australian golden ale and a Belgian blonde, with balanced tropical notes and a crisp, clean finish, and will now be brewed at Meltzer’s own, Urban Alley Brewery.


The rebrand to Urban Ale heralds a new exciting chapter in the product’s journey says Meltzer, “This is a huge step in our journey and I’m so grateful for the opportunity to build a home for our beer and brand and share it with Melbourne. Our brand has always represented the movement away from the big structures of corporate life towards personal passions and endeavors, away from mass market trends toward a bespoke craft and we intend on keeping it that way.”


“While we are very fond of our contract brewers and have enjoyed working with them, we are excited to have a space where we can develop and showcase the craft beer we are so passionate about. We will be releasing three new core beers with the launch of our brewery as well as a quarterly seasonal and a monthly brewers release all of which will be produced out of our new Docklands brewery.”


A celebration and tribute to Melbourne’s laneway culture and industrial history, Urban Alley Brewery, located in The District Docklands, is due to open its doors in September.


“It is both a great privilege and responsibility being a brewer. People deserve good beer and as brewers we are simply the vehicle to bring them what they rightfully deserve. With sustainability being at the centre of what we do, we are highly focused on process and quality control to ensure we are producing the highest quality and most consistent products. For me, brewing is unique in the way that it allows for ultimate creativity whilst being rigidly scientific. I am excited to bring the market some truly unique products that will hopefully become some of Australia’s favourites” explains Urban Alley’s Head Brewer, Shaya Rubinstein.


Urban Alley’s beers can be found in Melbourne’s leading venues across the city and suburbs including Naked for Satan, The Smith Prahran, The European Bier Cafe, The Emerald Peacock, plus more.


Urban Ale cans are also soon to be available for purchase via leading retailers and bottle shops, including: Liqourland’s, IGA’s around Victoria.


For more information visit urbanalley.com.au.


Hollinshead Comms 101 is working on a retainer across PR and social and is also providing event management for the offical VIP launch event in September 2018.