Great Ocean Road Brewhouse — MXTOLOGY Trade
Give your customers something they can't get anywhere else in Apollo Bay.
Bottlemart Express stocks over a hundred beers, wines, ciders and spirits — and not one of them is a cocktail. Your customers can buy everything they need to make a Margarita. They can't buy a Margarita. MXTOLOGY is a genuine bar-quality cocktail they can take to the beach, the boat or the campsite. $7 LUC. $14 RRP. $5.73 gross profit every time it scans.
#1 vendor · Canberra Beer & Cider Festival · 1,100 sold in one weekend · Adelaide Beer & BBQ Festival · 4.9★ verified reviews
Talk to Aaron directly — 0410 497 602 · aaron@mxtology.com.au
This isn't here to sell less beer.
You brew Prickly Moses. You have 15 taps and the Great Ocean Road Lager at $10 a pint. Nothing in this proposal touches that, and we wouldn't pitch it if it did.
Here's the honest version of why we think it works. At the Canberra Beer & Cider Festival we were the number-one selling vendor on the ground — surrounded by breweries and cideries. Not because beer drinkers switched. Because in any crowd there is a real slice of people who don't want a beer today, and at that festival there was nothing else for them. That slice is bigger than most venues plan for.
We're here to capture the customers who weren't choosing beer in the first place. In your venue that person is already walking past your fridge — and right now they buy a wine, or they buy nothing at all. A cocktail in the door of Bottlemart Express is the only thing on this list that isn't already covered by your other hundred lines.
A new category for your bottle shop.
Every bottle shop in the country sells the same four things. You sell them better than most — over a hundred lines across beer, wine, cider and spirits. But there's a fifth category, and almost nobody in regional Australia is stocking it yet.
Your customers can already buy everything they need to make a Margarita. Now they can just buy the Margarita.
That's the whole idea. Not another flavour in the RTD bay competing with seltzers on price — a category of one, at a price point nothing else on your shelf occupies, for a customer who is currently walking out without buying anything they actually wanted.
One product. Three parts of your building.
Bottlemart Express — the main play
A cold facing in the takeaway fridge. Over a hundred beers, wines, ciders and spirits already sit in there, and a customer can buy the ingredients for a Margarita but not a Margarita. This is the line that has no competitor on your shelf and no equivalent anywhere in Apollo Bay.
The bar and the beer garden
Happy hour hits 4.30–6pm and your staff are pouring. It's a full cocktail served in seconds with no shaker, no ice, no citrus and no glass to clear from the garden — so you can put a cocktail in someone's hand at your busiest moment without taking anyone off the taps.
Walkers, campers and your upstairs guests
Apollo Bay is where the Great Ocean Walk finishes and where every camper and road-tripper provisions. They're carrying it out, not drinking it here — light, unbreakable and sealed is exactly what that customer needs, and there's nothing else in town serving them a real cocktail.
Think about summer in Apollo Bay, and you've already sold it.
Nobody buys a cocktail because of the packaging. They buy it because of where they're about to be. And around here, those places are the whole reason people drive down the coast in the first place.
The sun going down over the water
Two people on the sand at the end of a hot day, watching the light go off the bay. That's a cocktail moment in every other town in Australia. Here it's been a warm beer, because nothing else made it down the steps.
The holiday house on the second night
Eight people, a barbecue going, someone's brought a slab and someone else wishes they hadn't. The Espresso Martinis come out after dinner and nobody has to drive back into town for ice.
The campground at five o'clock
Camp chairs out, no bar, no glassware, no bench to build a drink on. A proper Margarita out of the esky is the most civilised thing that's happened all day.
The end of the Great Ocean Walk
Eight days on the trail finishing right here in town. That last night is a celebration, and it deserves better than whatever survived the pack.
The boat, the jetty, the fishing trip
Nothing to shatter on a wet deck, nothing to leave behind. It goes in the esky with the bait and comes out cold six hours later.
The long weekend barbecue
The friends who came down for three days and want the weekend to feel like a holiday from the first hour. This is what they hand each other when they arrive.
Every one of those moments happens within ten minutes of your fridge. And right now, not one of them can be answered from it.
A world-class cocktail, with everything between it and your customer removed.
Everything MXTOLOGY does comes back to one idea: remove the barriers between people and a genuinely exceptional drink. A great cocktail normally needs a bar, a bartender, ice, fresh citrus, three bottles and somewhere flat to work. We took all of that out and left the drink.
What's left is real named spirits, real citrus and 130ml of properly built cocktail — mixed fresh in Australia and sealed so it stays that way. It isn't a premix and it isn't a seltzer. Your customer opens it and drinks a proper Margarita or Espresso Martini wherever they happen to be. The format is just how we get it there.
- Resealable screw capOpens and re-closes — so it can be shaken to activate, carried half-finished down to the foreshore, and sealed against sand and sea breeze. A can can't do that, and that's the whole trick.
- Clear window down the middleThe customer sees the actual cocktail through the pouch before they buy. It merchandises itself in the fridge — your staff don't have to explain it.
- Hang-hole at the topTakes a branded lanyard, so it's drunk completely hands-free. Lanyards cost you $1 and sell for $2 at the counter.
- Mixed fresh, kept coldEvery cocktail is crafted fresh and is always best stored refrigerated, which is how it holds its flavour and quality. It sits in your cold fridge like everything else — and it keeps for 12 months, so there is no waste risk either way.
- Unbreakable and glass-freeCrush-proof in a packed esky, and welcome on the foreshore, on the boat, on the trail and across campgrounds where glass isn't.
It doesn't need a bay. It needs two facings.
We're not asking you to move a hundred lines. Most stores start with one short row of singles at eye level and three or four 5-packs on the shelf below — a facing that fits between what you already stock.
Two jobs. Singles catch the walk-in impulse — the couple grabbing one each on the way down to the beach. 5-packs catch the holiday shop — the family in town for a week who don't want to come back every afternoon. The 5-pack sells at $60 — $12 a pouch, so it reads as genuine value on the shelf — and turns a $14 sale into $60 in one scan, with $19.55 of gross profit instead of $5.73.
The 5-packs come as two ready-made mixed boxes, so there's nothing for you to build: "This Box Hits The Spot" — Espresso Martini, Elderflower Gin Gimlet, Cosmopolitan, Amaretto Whisky Sour, Aussie Berry Bliss. And "Can't Decide? Try 5" — Pornstar Martini, Tommy's Margarita, Mai Tai, Piña Colada, Shiso Sour.
If it ever goes over the bar, it does something else again.
We'd be happy starting and finishing in Bottlemart Express — that's the pitch. But you have a bar and a bistro and a beer garden, so it's worth thirty seconds of your time knowing what the venues who put it on the bar are getting out of it. Park it, and come back to it after summer if you want.
A cocktail is the one drink your staff can't make quickly — a shaker, ice, fresh citrus, a garnish and a couple of minutes of somebody's full attention. On a packed Saturday or through happy hour, the four people behind that order see how long it's taking and order beers instead. Those cocktail sales weren't lost on price. They were lost to the wait.
It's a real cocktail served in under 30 seconds — out of the fridge and into a hand, or poured over ice if you'd rather present it. Nobody comes off the taps, and the garden gets no glass.
And then the lanyard does your marketing. Clip the pouch to a branded lanyard and the customer wears the cocktail around their neck, hands free, all afternoon in the garden. Everyone who walks past asks their mate the same thing — "what is that, and where did you get it?" — and on the foreshore in January, the answer is the Brewhouse. Costs you $1, sells for $2.
*Typical uplift in cocktail sales reported by venues serving MXTOLOGY over the bar, from MXTOLOGY's own venue and event trading — happy to walk you through the venue-by-venue detail. Serve times assume pouches held cold and ready. Please serve responsibly; standard drinks are printed on every pouch.
If it outsells beer at a beer festival, imagine what it does on your shelf.
Think about where a drink actually gets opened around here. On the foreshore at sunset, where glass isn't welcome. On a boat out of the harbour. At a campsite or caravan park with no bar and no room for a shaker, ice and three bottles. In a rented house where there's beer in the esky but someone wants a Margarita. At the end of a day on the Great Ocean Walk, or walking back up from the beach at five o'clock. Every one of those was a cocktail that couldn't happen — and every one of those people walks past your fridge first.
The numbers below aren't the pitch. They're just the proof it sells hard when it's the drink that fits the moment:
Holiday crowds don't browse. They grab what's cold, easy and allowed where they're going. On this stretch of coast, that's a pouch — not a bottle.
Vendor results from MXTOLOGY event sales, 2025–2026. Preferred partner, Thoroughbred Park Canberra.
Convenience gets the first sale. Taste gets the next twenty.
It would be easy to sell you this as a convenience product. It isn't. Convenience explains why somebody picks it up once — it doesn't explain a 4.9★ average across more than 1,200 reviews, and it doesn't explain why our customers work their way through all eleven. Here's what they actually tell us:
- It tastes like the bar made it. Real Olmeca Altos tequila, real Archie Rose vodka, real Ink Gin, real citrus. Not flavouring and neutral spirit dressed up as a cocktail.
- It's the same every single time. No bartender having an off night, no heavy hand, no thin one. The Margarita they loved in January is the Margarita they get in March.
- They trust it enough to serve it to other people. That's the real test, and it's why the 5-packs move — nobody hands their friends something they're not sure about.
- It goes where they're going. Not "it's easy" — it's that the drink they wanted is finally allowed on the sand, on the boat and at the campsite.
- It becomes part of the occasion. The Friday they get down the coast, the last night of the trip, the birthday on the deck. That's what people come back for.
Nobody builds a habit around convenience. They build it around something that's genuinely good.
Six numbers that decide whether this earns its shelf space.
The question for a fridge isn't whether the category is growing. It's whether one facing makes money, moves, and doesn't create work. Here's what we can show you from our own books.
Gross profit on every single pouch — $7 LUC against a $14 RRPA 45% margin with GST properly accounted for, and no prep or breakage
Growth in MXTOLOGY wholesale, FY26Our fastest-growing channel — the venues ranging it are re-ordering
Average from 1,200+ verified customer reviewsYou're stocking something people already ask for by name
Cocktails in the range, plus two 5-pack mixed boxesA repeat-purchase engine — they come back to work through the list
Shelf life with CitrusFresh™No date-code risk, no markdowns in February, no reason to under-order
Staff time per serveNo bartender, no ice, no fresh citrus, no glassware to wash or replace
A cocktail you make earns once, at the bar, while someone's making it. A cocktail you sell earns every time the fridge door opens.
Growth figure from MXTOLOGY management accounts (Xero, accrual basis), FY26 wholesale channel vs FY25. Review average from verified customer reviews across the range. Margin figures are illustrative at the $14 national RRP. LUC is ex-GST; RRP includes GST, so gross profit is calculated as RRP ÷ 1.1 − LUC. You set your own shelf price.
This is a spring and summer product, and spring starts now.
Everything this drink is good at peaks between September and February: warm afternoons, the beer garden, the foreshore, boats, campgrounds, long weekends and a town full of people on holiday in a spending mood. Get it ranged before the September school holidays and the locals find it first.
Goes where glass can't
Foreshore, jetty, boat, campground, the Great Ocean Walk. Unbreakable and crush-proof — it clears the rules everywhere your customers actually go once the weather turns.
Peak season, premium ring
Summer is when holiday shoppers trade up. A $14 cocktail lands easily in a basket that already has a slab in it — incremental, not a substitute for your core range.
Travels with them
A week of cocktails fits beside the beer in one esky. Nothing rattles on the drive down, nothing shatters at a campsite, and nothing gets left behind.
Still good an hour later
Open · Close · Shake · Sip. It closes between sips, so the drink survives the sand, the breeze and a long afternoon. A can can't do that.
No dead stock after Australia Day
Anything left after the summer rush keeps selling at the same margin all year — this is a permanent range addition, not seasonal stock you have to clear. CitrusFresh™ gives you 12 months of cover on that.
Nothing to discount against
Every fridge on the coast sells the same beer at the same price. A pouched Espresso Martini has nothing to be compared against — premium price point, zero comparison shopping.
Strong numbers. Every unit.
One number to remember: your landed unit cost is $7.00 a pouch, ex GST — $7.70 landed with GST, which you claim straight back. Sell at the $14 national RRP, which includes GST the way every shelf price does, and you keep $5.73 on each pouch — a 45% gross margin with zero prep, zero pouring and zero breakage.
| Format | Your LUC ex GST |
RRP inc GST |
Gross profit what you keep |
|---|---|---|---|
| Single pouch | $7.00 | $14.00 | $5.73 |
| 2-pack | $14.00 | $25.00 | $8.73 |
| 5-pack | $35.00 | $60.00 | $19.55 |
| Lanyard upsell | $1.00 | $2.00 | $0.82 |
- Built for impulse and repeat: a bar-quality cocktail in seconds, no prep, no skill, no mess — and 11 flavours means they come back to try the next one
- Higher spend per visit: a premium line in a fridge full of $6 cans lifts the basket rather than splitting it
- Zero waste risk: mixed fresh, kept in your cold fridge, and CitrusFresh™ covers you for 12 months — no date-code anxiety, no markdowns
- No range risk: order a mixed case and we'll match the flavour split to what actually sold fastest at our last two events
- Small footprint, big ring: 130ml pouches — a single fridge shelf holds roughly 100 units, about $1,400 at retail
- The $2 counter upsell: hands-free lanyards are $1 LUC and sell for $2 — $0.82 gross profit, and every one worn on the foreshore advertises the Brewhouse
*Illustrative gross profit before operating costs: 100 units × $5.73. Gross profit is GST-exclusive throughout — RRP ÷ 1.1 − LUC — so it's the margin you actually bank. LUC is quoted ex GST ($7.70 including GST, which you claim back as an input credit); the $14 RRP includes GST, as shelf prices do. You set your own shelf price — at $12 the gross profit is $3.91.
We set the Brewhouse up to sell it.
Point-of-sale kit
Fridge decals and shelf talkers that answer the question before your staff get asked it: "a real cocktail — no glass, nothing to make, take it to the beach."
The $2 counter upsell
Lanyards are $1 LUC and sell for $2 at the till. "Want the lanyard with that?" is the easiest yes of the summer — another $0.82 in the drawer.
Proven flavour mix
A mixed-case split based on what actually sold at Canberra and Adelaide — no guesswork, no slow movers taking up your shelf.
Fast reorders
Sell through on a long weekend? We'll have more on the road quickly — and nothing you're holding is at risk in the meantime.
Try it before you range it.
We'd rather you tasted it than took our word for it. Two ways to start, whichever suits you:
A sample pack, on us
We'll send a mixed pack up to Apollo Bay so you and your team can taste the range and see the format. If it's not right for the Brewhouse, that's a fair answer and it costs you nothing.
100 mixed pouches + 5-packs
One shelf in Bottlemart Express, about $1,400 at retail. Event-tested flavour split, fridge decals, shelf talkers and an optional lanyard pack included.
Want to ask about minimum order quantities, delivery to Apollo Bay, GST treatment or payment terms first? Call 0410 497 602 or email aaron@mxtology.com.au — every first order is confirmed directly with Aaron.
Eleven cocktails. One fridge shelf.
Every pouch is 130ml, 8.7–16% ABV (0.9–1.6 standard drinks) — a genuine single cocktail, not a share bottle. Real named spirits, real citrus, mixed fresh in Australia. All eleven at the same $7 unit cost and $14 RRP.
Tommy's Margarita
Olmeca Altos Blanco tequila, fresh lime, Señor Maguey agave syrup. Sun-drenched, agave-forward and impossibly fresh — the number-one summer ask.
Pornstar Martini
Vanilla-infused passionfruit and premium vodka. Iconic, lush, unapologetically indulgent — and the single most-ordered cocktail in the country.
Espresso Martini
Husk spiced rum, Geisha coffee liqueur, cold brew, organic sugar, cinnamon, vanilla. Shake it and it builds its own crema — in the pouch.
Piña Colada
Caribbean rum, spiced rum, pineapple, coconut, fresh lime. Tropical escapism — the one that sells itself the second the sun comes out.
Mai Tai
Caribbean rums, house orgeat, fresh lime, Pierre Ferrand Dry Curaçao. Tiki royalty in every sip.
Fabulous AF Cosmo
Archie Rose vodka, a 24-hour infusion of raspberries, strawberries and cherries, lime, Pierre Ferrand Dry Curaçao. The Cosmo, turned up to eleven.
Elderflower Gin Gimlet
Ink Gin, fresh lime, organic sugar, elderflower extract. Floral, fragrant and botanically brilliant — one for your gin-tasting crowd.
Amaretto Whisky Sour
Bourbon, amaretto, fresh lemon. Rich, nutty and perfectly balanced — the by-the-fire order.
Shiso Sour
Red shiso from Shiranuka-cho, Japan, with Asian botanicals. Japan meets Australia — the one that gets picked up out of pure curiosity.
Aussie Berry Bliss
Native Australian berry flavours, beautifully crafted. An easy sell to visitors after something properly Australian.
Granny Smith Fireball
Granny Smith apple, Fireball whisky, melon, caramel, fresh lime, cinnamon. Tart apple meets fiery cinnamon — wildness, refined.
See them all poured
Every cocktail, spec sheet and review is on the public site — mxtology.com.au →
“You've given people their most valuable resource back. Their time. It's bloody brilliant.”
The questions you're probably about to ask.
Won't this cannibalise our beer or our bar cocktails?
No, and this is the honest answer to the most reasonable objection. Beer is the base of the basket and nothing here touches your taps — at the Canberra Beer & Cider Festival we were the top-selling vendor surrounded by breweries, and the beer still sold. As for your bar cocktails, a pouch can't compete with a made-to-order drink in your garden with a view; it competes with the customer walking out and buying nothing. It sells to the hours and the places your bar can't reach — the foreshore, the campsite, the walk, the drive home.
Bottlemart Express is positioned on value. Does a premium line fit?
It fits precisely because it's different. Value pricing wins on the lines customers can price-compare — the same slab is the same slab in every shop on the coast. A cocktail nobody else in Apollo Bay stocks has nothing to be compared against, so it lifts your average basket without touching the pricing reputation you've built on beer and spirits. One facing, premium ring, no conflict.
What does stocking it cost?
Your LUC — landed unit cost — is $7.00 a pouch ex GST, so $7.70 landed with GST, which you claim back. The $14 national RRP includes GST like any shelf price, so what you actually keep is $5.73 a pouch — a 45% gross margin. Singles carry the best margin rate; the 5-pack is $60 on the shelf — $12 a pouch — trading a little of that rate for a far bigger basket and $19.55 of gross profit in one transaction. Hands-free lanyards are $1 and sell for $2. Point-of-sale materials come with your first order. Happy to send a sample pack first.
Do you undercut us online?
No — and we've structured it deliberately so we can't. A single pouch is $14 on our own site, exactly the RRP we're recommending to you. A 5-pack is $60 — the same $12 a pouch you'd be selling it for. The only price below that is our Club subscription at $11, which people earn by committing to a recurring order, the way a wine club works. We'd rather protect your margin than win a direct sale off you.
It also means you aren't testing an unknown price point. We'll sell tens of thousands of cocktails right across Australia this year at these prices, with a 4.9★ average from more than 1,200 verified reviews, and our wholesale channel grew 256% last financial year. People are already paying $14 for this drink — your shelf is just the closest place to buy it.
It's a fresh product — what happens to stock that doesn't sell over summer?
Every MXTOLOGY cocktail is crafted fresh and is always best stored refrigerated, which is how it keeps its flavour and quality — so it lives in your cold fridge like everything else you sell. Behind that freshness, our CitrusFresh™ process gives you a 12-month shelf life, so there's no date-code anxiety and no markdowns. Anything left after the peak simply sells through the rest of the year at the same margin. It's a permanent range addition with a season-sized launch, not event-dated stock you have to clear.
Why a pouch instead of a can?
Three reasons that matter on this stretch of coast. It's resealable, so it can be shaken to activate, carried half-finished and closed against sand and sea breeze. It's unbreakable and glass-free, so it's welcome on the foreshore, on boats, at campgrounds and on the Great Ocean Walk. And it has a clear window, so the customer can see the actual cocktail in your fridge before they buy — it merchandises itself.
How much space does it take?
Very little. Each pouch is about 15cm tall, 11cm wide and under 3cm thick — a single fridge shelf holds roughly 100 units, around $1,400 at retail. Start with one short row of singles at eye level and three or four 5-packs below.
Is it actually made in Australia?
Yes — MXTOLOGY cocktails are mixed fresh and pouched in Canberra, ACT, using real named spirits (Olmeca Altos, Archie Rose, Ink Gin, Husk, Pierre Ferrand) and real citrus. Liquor licence LIQP77001792418. We're a small, locally owned Australian producer, same as you.
Could it work across the Otway Brewing Group venues?
That's exactly the conversation we'd like to have if Apollo Bay goes well. Start with one fridge at the Brewhouse, see how it moves over spring, and we'll talk about the rest of the group off the back of real numbers rather than a forecast.
Let us send a sample pack to Apollo Bay.
We started MXTOLOGY to take the barriers out from between people and a genuinely exceptional drink — no bar, no bartender, no reason it can't come with you. Taste it, and see whether that's something your customers have been missing. If it isn't right for the Brewhouse we'll shake hands and that's that.
Call 0410 497 602 or email aaron@mxtology.com.au
18+ only. Please drink responsibly. Made in Canberra, ACT. Liquor licence LIQP77001792418. Prepared for Great Ocean Road Brewhouse, 29–35 Great Ocean Rd, Apollo Bay VIC 3233. MXTOLOGY is an independent brand and is not affiliated with Great Ocean Road Brewhouse, Otway Brewing Group or Bottlemart.
