Australian craft brewer signs five-year deal with on-line artisanal grocer Modern Provision

Shelter Brewing Co., a brewery based in Busselton in south-western Australia, has announced that is entering the Singapore market following the signing of a five-year trading terms agreement with Singapore-based, on-line artisanal grocer Modern Provision, which is part of the Ebb & Flow Group’s stable of concepts.

The deal, which is Shelter’s first venture into an export market, will see the Australian beer maker shipping a range of its beers to Singapore. “This is our first export market, so it was really important to find the right trading partner in Singapore to market and sell Shelter,” Shelter Head of Sales Jason Lane said.

Lim Kian Chun, co-founder and CEO of Ebb & Flow, expressed enthusiasm about the partnership, highlighting a shared commitment to sustainability and high-quality produce. “This partnership with Shelter is not just a business alliance; it is a commitment to fostering sustainable growth and community through our network,” said Lim.

The deal was also facilitated by an outbound trade mission organised by Australia’s South West Development Commission’s (SWDC) TradeStart team during a showcase event held in Singapore in September 2023, which aimed to open export doors and elevate the region’s profile.

The SWDC, a statutory authority that delivers Austrade’s TradeStart services in the region, supported Shelter through funding for a new canning line and by providing assistance in market entry strategies.

To help promote the beers, they will feature prominently at a major food and beverage expo in the city state in late April.