What Deeds Brewing does

Deeds Brewing is an independent Australian craft brewery founded in 2012 (originally as Quiet Deeds) by co-founders Patrick Alé and David Milstein, who met as engineering students in 2003 and spent 18 years operating a drinks distribution business importing specialty beer and cider before launching their own brand. The company commenced brewing operations at its Glen Iris, Melbourne headquarters in February 2019, after acquiring the former 1890s car workshop site at 4 Paran Place in 2015 and securing construction approvals in January 2018. Headcount is reported at 11–50 employees, with the firm bootstrapped through the founders' prior distribution business and remaining privately held with no disclosed external funding.

The company's product portfolio spans a year-round Core Range (Pre Game, Deeds Draught, Double Time, Juice Train, Half Time), a high-cadence Limited Release program producing two new beers every two weeks, a Barrel Aging program using bourbon barrels sourced from multiple global regions, and a Mixed Culture program employing wild yeast strains, bacteria, and oak barrel fermentation. Beyond beer, Deeds operates a distilling line including the Future Proof single-cask whisky range, Jumping Goat spirits (whisky, vodka, coffee liqueur), and Greater Glider Gin made with native Australian botanicals, plus branded merchandise. Distribution runs through three channels: a Shopify-based DTC e-commerce store shipping Australia-wide with weight-based shipping and free click-and-collect from Glen Iris, a Taproom & Kitchen bottle shop at the brewery site, and wholesale via the Kaddy marketplace plus direct stockist outreach ([email protected]), supported by a Bayswater warehouse for 24-hour keg pickup.

Revenue is generated through unit-priced sales across core, limited release, barrel-aged, mixed culture, spirits, and merchandise SKUs (ranging from $5 stubby holders to $110+ barrel-aged releases and limited whiskies), plus on-premise taproom food and beverage, function and venue hire across multiple spaces, and B2B wholesale. The company holds Liquor Licence No. 36304957 under the Liquor Control Reform Act 1998, was awarded Champion Medium Australian Brewery and Champion Victorian Brewery at the 2023 Australian International Beer Awards, and operates a loyalty program ($1 spent = 5 points) tied to repeat purchases and community engagement. Geographic reach is Australia-only with international shipping explicitly unavailable.

Name

Deeds Brewing

Legal name

Deeds Brewing

Website

https://deedsbrewing.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Deeds Brewing is an independent Australian craft brewery and distillery in Glen Iris, Melbourne, producing Core Range, Limited Release, Barrel-Aged, Mixed Culture beers plus Future Proof whiskies and Greater Glider Gin, distributed Australia-wide via DTC e-commerce, taproom retail, and Kaddy wholesale.

Ownership category

akta.pro rank

Product category

Craft Beer Brewing

NAICS

Breweries (31212), Distilleries (31214), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

Malt Beverages (2082), Beverages (2080)

akta.pro primary industry

Beer Brewing & Brands (CRADAIAA)

akta.pro secondary industries

Spirits Distilling & Brands (CRADAIAC), Spirits/Cocktail Bars Operated by Producers (THAFALAJ)

Keywords

• Craft beer brewing
• Barrel aged beer
• Mixed culture fermentation
• Craft spirits distilling
• Brewery taproom venue

Headquarters

HQ city

Glen Iris

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Direct Beer Sales: E-commerce sales through company website and taproom bottle shop for take-away cans and cases. Core Range, Limited Release, Barrel Aged, and Mixed Culture beers sold directly to consumers.
2. On-site Food & Beverage: Taproom & Kitchen serves food and drinks including beers on tap, wines, cocktails and spirits. Kitchen operated in partnership with REI team. Revenue from dine-in service and events.
3. Wholesale Distribution: Supplying beers to venues through Kaddy marketplace and direct wholesale orders. Stockists include bars, restaurants, and licensed venues across Australia.
4. Merchandise: Branded merchandise including hoodies, t-shirts, glassware (Teku glasses), and stubby holders sold through e-commerce and taproom retail area.
5. Function & Event Hire: Venue hire for private events with multiple spaces available. Function packages offered for birthdays, corporate functions, and special occasions.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Deeds Brewing produces and sells craft beer across four ranges — Core Range (year-round), Limited Release (two new beers every two weeks), Barrel Aged (bourbon barrel-aged imperial stouts), and Mixed Culture (wild fermented in oak) — along with a craft spirits line (Future Proof whiskies, Black Flank whisky, Greater Glider Gin, Jumping Goat spirits) and branded merchandise. The company also operates a Taproom & Kitchen venue at its Glen Iris brewery and runs a wholesale distribution program supplying bars, restaurants, and licensed venues across Australia via the Kaddy marketplace.

Product overview

Deeds Brewing is an independent craft brewery based in Glen Iris, Melbourne, offering a diverse portfolio of beer products across multiple categories. The core product lineup includes year-round Core Range beers (Pre Game, Deeds Draught, Double Time, Juice Train, Half Time) with a distinct Deeds Brewing twist on familiar styles. Their Limited Release program pushes brewing boundaries with two new beers released every two weeks, featuring barrel-aged imperial stouts (Eternal Abyss, Hunter & Prey 1 & 2, BBA Peanut Butter, Once More Into The Fray), pastry stouts, and specialty offerings like Lamington Ale and Doppel Bourbon Barrel Bock. The Barrel Aged program showcases big, bold beers aged in bourbon barrels from various global regions. Their Mixed Culture program uses wild yeast strains, bacteria, and oak barrel fermentation to create complex flavor profiles, featuring Creative Expressions and various 3-pack offerings. Beyond beer, Deeds has expanded into spirits through the Future Proof Distilling line (whiskies finished in various casks including bourbon, port, and fortified wine) and Jumping Goat spirits (whisky, vodka, coffee liqueur), plus Greater Glider Gin featuring native Australian botanicals. The company also operates a Taproom & Kitchen venue offering food, drinks, and event spaces, complemented by merchandise (hoodies, t-shirts, glassware) and a loyalty program. Wholesale distribution is available through Kaddy Marketplace.

Differentiator

Problem solved

Functional benefit

Products and services

• Core Range Beers Year-round beers including Pre Game, Deeds Draught, Double Time, Juice Train, and Half Time, sold in 4-pack and 6-pack 375ml can formats for craft beer consumers and wholesale stockists.
• Limited Release Beers Experimental and specialty beers released in small batches, including barrel-aged imperial stouts (Eternal Abyss, Hunter & Prey 1 & 2, BBA Peanut Butter, Once More Into The Fray series), pastry stouts, Doppel Bourbon Barrel Bock, and specialty offerings such as Lamington Ale and Momo collaboration.
• Barrel Aged Beers Big, bold beers aged in bourbon barrels from various regions globally, including Imperial Stouts such as the Once More Into The Fray series, Eternal Abyss, Hunter & Prey, BBA Peanut Butter, and Doppel Bourbon Barrel Bock.
• Mixed Culture Beers Beers fermented with wild yeast strains, bacteria, and other microorganisms then aged in oak barrels to develop unique, evolving flavor profiles. Sold as individual bottles and 3-packs including Creative Expressions (with second-use white peaches), Time Together, Common Goals, and Thoughtful Surprises.
• Mixed Packs Curated multi-beer packs including Mixed BBA 4 Pack, Mixed BBA 8 Pack, Deeds Mixed 8 Pack, and Deeds Mystery Mixed 4 Pack — combining barrel-aged and specialty brews for craft beer enthusiasts.
• Future Proof Distilling Whiskies Limited-edition single-cask whiskies crafted using saison yeast, including Charred Barrel Finish (441 bottles), Bourbon Single Cask (331 bottles), Port Single Cask (455 bottles), and Fortified Cask (397 bottles) — each 500ml at 42–54% ABV.
• Black Flank Whisky and Jumping Goat Spirits Black Flank single malt whisky matured in bourbon and red wine barrels (42% ABV, 700ml) with $1 per bottle donated to WIRES wildlife rescue; Jumping Goat Whisky ($40) and Jumping Goat Minis (50ml vodka and coffee liqueur 12-packs at $30).
• Greater Glider Gin New World Gin at 43% ABV in 700ml bottles, featuring macadamia honey mead and native botanicals inspired by the Greater Glider's habitat.
• Non-Beer Beverages Non-beer alcoholic beverages including Rizz Pink Hard Lemonade ($50 AUD), expanding the brewery's portfolio beyond craft beer and spirits.
• Branded Merchandise Branded merchandise including Men's and Women's hoodies ($69 AUD), t-shirts ($40 AUD), Deeds Teku glassware ($20 AUD), and stubby holders ($5 AUD).
• Taproom & Kitchen Physical taproom venue at 4 Paran Place, Glen Iris, offering beers on tap, wines, cocktails, spirits, and a food menu (kitchen operated in partnership with REI). Includes brewery tours, regular events, and bookable function spaces (Brewer's Table, Mezzanine, Dining Area, Whole Venue).
• Function and Event Hire Venue hire for private events including birthdays, corporate functions, and special occasions across multiple spaces (Brewer's Table, Mezzanine, Dining Area, Whole Venue) with integrated food and beverage service.
• Wholesale Distribution Program B2B wholesale distribution of the Deeds Brewing portfolio to bars, restaurants, and licensed venues across Australia, accessible via direct sales ([email protected]) and the Kaddy Marketplace wholesale platform, including 20L one-way kegs.
• Loyalty Program Points-based customer loyalty program where $1 spent = 5 points, with signup bonus, birthday rewards, social media engagement rewards, and referral rewards redeemable for free shipping, 10% off coupons, and order discounts.

Quantifiable outcome

• Champion Medium Australian Brewery and Champion Victorian Brewery 2023

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• KaddycoreChannel Partner/ Reseller/ DistributorKaddy is a wholesale marketplace platform enabling venues to access and order Deeds Brewing beers directly through their platform. This partnership facilitates B2B distribution and streamlines wholesale ordering for stockists.
• REI (Restaurant)coreStrategic or Co-development PartnerREI (Reki Reinantha, ex-kisume) provides the food offering at Deeds Taproom & Kitchen. This partnership delivers the culinary experience at the venue, creating a complete dining and drinking experience for customers.
• WIRES (Wildlife Rescue)minorOthersConservation partnership: $1 from every bottle of Black Flank Whisky and Future Proof whisky sold is donated to WIRES, Australia's largest wildlife rescue organization, supporting conservation of endangered species including the black-flanked rock-wallaby.

Scale indicators3 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• Modus Operandi Brewing: Northern Beaches (Sydney) craft brewery known for hop-forward beers, limited releases, and barrel aging. Comparable as an independent Australian craft brewery with experimental and barrel-aged programs of similar scope.
• Pirate Life Brewing: Australian craft brewery known for hop-forward core range beers and limited releases, with attached taprooms. Comparable to Deeds in craft positioning, product experimentation, and Australian taproom/wholesale distribution.
• Hop Nation Brewing Co: Footscray-based Melbourne craft brewery with a strong experimental and barrel-aged program plus attached taproom. Most direct local peer in terms of size, geographic proximity, and experimental brewing emphasis.
• Mountain Goat Beer: Melbourne-based independent craft brewery producing core range, seasonal, and specialty beers with an attached taproom. Closest direct Australian craft brewery peer to Deeds in terms of scale, geography, and multi-channel model.
• Fixation Brewing Co: Melbourne craft brewery specialising in hop-forward and experimental beers. Comparable local peer with a similar experimental/limited release focus and craft enthusiast customer base.
• Hawkers Beer: Independent Australian craft brewery producing core, limited release, and barrel-aged beers with a Melbourne taproom. Directly comparable portfolio mix and barrel aging program focus.
• Young Henrys: Independent Australian craft brewery producing core range beers and experimental small-batch releases with a Newtown taproom. Comparable independent positioning, experimental brewing program, and taproom-led brand building.
• Stone & Wood Brewing Co: Independent Australian craft brewery producing core range and limited release beers with multiple taproom venues. Directly comparable in independent positioning, limited release strategy, and taproom-led DTC model.

Broad incumbents

• Colonial Brewing Co: Australian craft brewery with larger scale and broader distribution, including its own taprooms and a wider portfolio across states. Relevant peer as a larger Australian craft incumbent competing in the same venues and retail channels.
• BrewDog: Global craft brewery chain operating taprooms and broad beer portfolios across multiple countries including Australia. Comparable as a much larger incumbent competing for the same craft beer consumer and on-premise accounts.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/deeds-brewing
• Facebookfacebook.com/DeedsBrewing

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Deeds Brewing