Yulli's Group

What Yulli's Group does

Yulli's Group operates as Yulli's Brews Pty Ltd, a private Australian brewery and hospitality business serving local Sydney consumers and visitors, customers using its events and function services, and wholesale trade buyers. Its operating footprint consists of a main brewery and venue in Alexandria, a second venue in Surry Hills, on-site sales, e-commerce, wholesale distribution, catering, and recurring weekly events. The event program, table bookings, and function services support venue traffic and larger group orders.

The company sells a portfolio of more than 15 distinct beer, cider, and hard-seltzer products, together with branded merchandise. Brewing inputs and methods include Australian malts, New Zealand hops, fruit and spice additions, lacto-fermentation, Subzero HopKief processing, skin-contact fermentation, and American-oak aging. Its commerce model is transaction-based: beverages are generally priced at $20-$26 per unit, mixed cases at $75, and merchandise at $27-$50.

Name

Yulli's Group

Legal name

Yulli's Brews Pty Ltd

Website

https://yullisbrews.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Yulli's Group is a Sydney brewery and hospitality operator producing craft beers, cider, hard seltzer, merchandise, and catering for consumers, event hosts, and wholesale customers through two venues, an online shop, and event services.

Ownership category

akta.pro rank

Product category

Craft Brewery

NAICS

Breweries (31212), Beer and Ale Merchant Wholesalers (424810)

SIC

Malt Beverages (2082), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Packaging & Production Breweries (Limited/No On-site Service) (THAFALAB)

akta.pro secondary industries

Producer-Owned Retail & Bottle Shops (On-site) (THAFALAL), Alcoholic Beverage Tours & On-site Experiences (Brewery/Winery/Distillery) (THAFALAK), Craft Beer Retail & Bottle Shops (Off-Premise) (CRANAAAC), Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA), Cider & Perry Producers & Brands (CRADAIAE)

Keywords

• Craft brewery
• Craft beer production
• Hospitality venues
• Event catering
• Beverage manufacturing

Headquarters

HQ city

Alexandria

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Beer and Beverage Sales (On-site): Revenue from selling craft beers, ciders, and hard seltzers directly to consumers at venue locations for on-site consumption. Includes regular menu offerings and seasonal/special batch releases.
2. Direct E-commerce Sales: Online shop selling beers, merchandise (t-shirts, hats, tea towels), and mixed cases for direct-to-consumer delivery across Australia.
3. Catering and Functions: Catering services for events including plant-based food and alcohol orders. Minimum 3 days notice for catering orders, 24 hours for alcohol delivery. Free local delivery over $500.
4. Wholesale: Wholesale distribution of Yulli's beers to other venues and retailers via dedicated wholesale contact ([email protected]).
5. Merchandise: Branded merchandise including apparel (t-shirts, hats) and home goods (tea towels, jigsaw puzzles) sold through e-commerce and potentially at venues.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Yulli's Group operates as an independent Australian craft brewery that manufactures and sells a diverse portfolio of craft beers, ciders, and hard seltzers through two Sydney hospitality venues (Alexandria and Surry Hills), an online e-commerce shop, wholesale distribution, and event catering services. The product line includes core range and seasonal/special batch brews with distinctive character branding, complemented by branded merchandise (apparel, tea towels, jigsaw puzzles).

Product overview

Yulli's Group (Yulli's Brews Pty Ltd) is an Australian brewery and hospitality business operating venues in Alexandria and Surry Hills, NSW. The company offers a diverse portfolio of craft beers including stouts, lagers, pale ales, IPAs, porters, ciders, and specialty/seasonal brews. Their product lineup includes core beers (Doug Oat Milk Stout, Amanda Mandarin IPA, Norman Australian Pale Ale, Margot Dry Apple Cider, Clarence Hazy Pale Ale, and more), merchandise (apparel and accessories), and catering services. The brewery is known for experimental brewing techniques incorporating unique ingredients like yuzu, umeboshi, vanilla, and Sauvignon Blanc grapes.

Differentiator

Problem solved

Functional benefit

Brands

• Yulli's Brews (Craft Beer Brand): Craft beer brewery producing various beer styles including IPAs, lagers, stouts, and ciders.
• Urban Cactus

Products and services

• Doug - Oat Milk Stout An oat milk stout brewed with barley, velvety oats and specialities, featuring layers of chocolate, toasted biscuit, toffee and gentle roast. 100% vegan, 4.7% ABV. Designed for craft beer drinkers seeking a dairy-free stout alternative.
• Urban Cactus Classic Ranch Water A hard seltzer inspired by the Texas Highball (Tequila, Lime & Soda), made with agave and rice syrup. 4.5% ABV, 1.3 standard drinks per 375mL can. Targets consumers seeking low-fuss, light alcoholic beverages.
• Pumpkin Beer - Special Batch A seasonal English-style malt driven ale with spiced pumpkin pie notes, featuring biscuit and caramel flavors complemented by spices. Targeted at craft beer enthusiasts seeking autumnal/seasonal specialty brews.
• Dolly Aldrin Chilli Pickle Berliner Weisse A German-style sour wheat ale with 48-hour lacto-fermentation, blended with house-made chilli pickle brine. 3.3% ABV. Targets adventurous craft beer drinkers wanting complex sour-spicy profiles.
• Kuro Black Rice Lager A clean, easy drinking dark lager with coffee and chocolate flavors from roasted malt, maintaining crispness from rice. 5% ABV. For craft lager drinkers seeking approachable dark beer character.
• Seabass Mediterranean Lager A light, dry and clean unfiltered lager with subtle spicy and floral flavors from NZ Motueka hops. IBU 19. Designed for consumers seeking food-friendly Mediterranean-style lager.
• Norman Australian Pale Ale

Quantifiable outcome

• 100 cartons of Arts Ale donated to NSW art galleries
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Incognito Art ShowcoreStrategic or Co-development Partner · 1 January 2024Collaboration with Incognito Art Show for the Arts Ale competition, giving artists across Australia the opportunity to help create Yulli's own Art Ale. The winning artwork by Allen Amin was selected for the inaugural Art Ale can design to be released in late 2024 for donation to galleries around NSW.
• Byron Writers FestivalcoreStrategic or Co-development Partner · 1 January 2024Partnership with Byron Writers Festival for the Arts Ale competition, inviting writers to create character poems to accompany the winning artwork. Competition offered $500 to the winning writer and $1000 to the winning artist, with first 100 cartons donated to NSW galleries.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Coopers Brewery: One of Australia's largest independent brewers with national distribution and brewery experiences. Comparable as an Australian beer producer, but materially larger and more widely distributed than Yulli's.

Direct peers

• Balter Brewing: Australian craft brewery (Currumbin, QLD) with a brewery taproom and broad national distribution. Comparable independent craft peer combining on-site hospitality with wholesale and retail channels.
• 4 Pines Brewing: Long-established Australian craft brewery with hospitality venues across Sydney/NSW. Highly comparable as a multi-venue craft brewery combining beer experience, DTC, and wholesale distribution.
• Hawkers Beer: Melbourne-based independent craft brewery producing IPAs, lagers, and limited releases. Comparable as an independent Australian craft brewer operating in a similar craft-product, multi-channel space.
• Pirate Life Brewing: Australian craft brewery with venues across multiple states and a DTC/can distribution model. Comparable due to its multi-venue craft brewery + hospitality operations and broad style portfolio.
• Young Henrys: Independent craft brewery based in Newtown, Sydney, operating multiple venues with a comparable DTC, wholesale, and event-led model. Directly comparable as an Australian craft brewer whose business combines on-site hospitality with broader distribution.
• Modus Operandi Brewing: Sydney craft brewery with a taproom and a range of lagers, IPAs, and specialty releases. Comparable as an independent Australian craft brewery focused on Sydney distribution and on-site experience.
• Stone & Wood: Independent craft brewery founded in Byron Bay/Northern Rivers NSW with multiple taprooms. Comparable as an independent craft brewery with hospitality venues and a direct-to-consumer focus across NSW and beyond.
• Mountain Culture Beer Co. Independent craft brewery in the Blue Mountains, NSW, with a flagship taproom. Comparable regional NSW craft peer combining a brewery with a destination hospitality venue and modern flavor experimentation.

Emerging players

• Heaps Normal: Australian independent beer brand specializing in craft non-alcoholic and full-strength beers with a strong DTC e-commerce focus. Comparable because both are independent Australian craft brands with DTC-led distribution, though Heaps Normal's category focus is non-alcoholic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/yulli's-brews

Revenue estimate

Valuation estimate

Number of profiles

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 Yulli's Group