Homegrown: Echuca duo Xavier Campbell, left, and Travis Fimmel with a case of Travla beer at The Caledonian Hotel. Photo: Bransen Gibson
It is the new beer taking the region by storm.
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Just weeks after its launch, Travla has already become one of the most popular drinks in town.
The beer has strong country roots and a proud Australian identity, with plenty of star power behind it as well — and locals have been loving it.
Stylised as “Australia’s lager“, the brand hopes to hit the international market and become a famous brand that represents Australia.
It was co-founded by Echuca locals Travis Fimmel, the star of Vikings, and Xavier Campbell, the former Essendon CEO, alongside Jeremy Hunt and Masterchef judge and season four winner Andy Allen.
“Don’t fence me in” is the phrase adorning the Travla can and cartons, and so far there has definitely been no fencing in the early sales.
Available in stores at Liquorland, First Choice and Vintage Cellars and on tap at Echuca’s Caledonian Hotel, Travla has been a hot-ticket item.
“Sales have been going really well, they have been flying out the door,” Liquorland Echuca manager Sheridan Spence said.
“We have had a lot of people who know the boys come into the store and say how good the beer is.
“We have had a lot of traction. Prior to it coming into the store, we had a lot of people come in and ask for it, which is always a good sign.”
In demand: Slabs and six packs of Travla have been one of the biggest sellers at Liquorland Echuca since its launch. Photo: Bransen Gibson
Dave Schroder, who has worked at Liquorland for more than 20 years, said he had never seen anything like the early popularity Travla had enjoyed.
“I have been here a long time and I have never seen a new product take off like this, it has been incredible,” he said.
“It’s outselling all the other beers by a country mile, it’s incredible.”
Travla, an ultra low carb, low calorie mid-strength lager brewed using only Australian ingredients, officially launched at an event in Melbourne in late October.
Earlier this week, Fimmel and Campbell were both at The Caledonian Hotel to share a beer with friends and the local community, with plenty of people packing the bar to share a drink.
Campbell said it was fantastic to see so many people from the region get behind the new beer.
“The early feedback has been great,” Campbell said.
“The support from the local community has been overwhelming. We are proud locals and we are lucky to have such great support from people who have been important to us for a long period of time.”
With the lager already on tap and in stores, plans are also under way for more types of beer in the future.
Travla is available in stores at Liquorland, First Choice and Vintage Cellars.
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