Epic Brewing Company
Corporate brand
UnclaimedA New Zealand craft beer company based in Auckland, known for hop-forward ales, contract brewing, international exports, and award-winning specialty beers.
Last updated August 25, 2026
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History
Epic Brewing Company emerged within New Zealand's developing craft beer sector and became closely associated with brewer Luke Nicholas. Before the brand changed hands, Epic beers were produced by Steam Brewing Company. In October 2007, Steam sold the Epic Brewing Company and its brand to Nicholas, who had served as head brewer and general manager. The transaction transferred control of the brand while maintaining the existing contract-brewing relationship, so Epic continued to be manufactured at Steam. The company's early commercial identity centered on modern, hop-forward beers. Epic Pale Ale became one of its best-known releases, while Epic Armageddon IPA and Epic Mayhem reinforced the brand's emphasis on pronounced bitterness and flavor. The company also developed stronger and more experimental products, including barrel-aged beers, imperial styles, and specialty releases. This range helped Epic appeal to craft beer drinkers seeking beers beyond mainstream lager. Epic built an export business during the late 2000s and early 2010s. Australia became an export market in May 2009. In 2010, the company added the United States and Sweden, followed in 2011 by Belgium and Italy. Its international profile was supported by competition results. Epic beers won medals and category awards at New Zealand and Australian competitions, including honors for Epic Pale Ale, Epic Armageddon IPA, Epic Mayhem, Epic Barrel Aged IPA, Epic Porter, Epic LARGER, and other releases. Epic Pale Ale received a Supreme Champion Beer recognition at the 2006 New Zealand International Beer Awards, and Epic Armageddon IPA later received gold and best-in-class recognition at the 2015 Australian International Beer Awards. Collaboration and media also formed part of Epic's history. Nicholas worked with Sam Calagione of Dogfish Head Brewery on Portamarillo for the Discovery Channel series Brew Masters. The beer incorporated smoked tamarillo and pōhutukawa wood, giving the collaboration a distinctly New Zealand ingredient and flavor profile. In 2011, brewer Kelly Ryan joined Epic. Ryan and Nicholas traveled throughout New Zealand while filming NZ Craft Beer TV, visiting 44 breweries. Their work resulted in Mash Up, a collaborative 6% New Zealand Pale Ale developed with input from participating breweries and brewed with their involvement. Epic's contract-brewing model remained commercially important but also limited its margins. The company later planned to establish its own brewery and taproom in Mount Wellington, Auckland. Owning production facilities was expected to reduce freight and storage expenses and allow smaller or more flexible production runs. The plan depended on outside investment and resource consent from Auckland Council. Consent delays and the withdrawal of the expected investor prevented the project from proceeding. After the COVID-19 pandemic, Epic faced weaker sales and broad cost inflation. Prices increased for malt, freight, packaging, excise, and salaries. The closure of New Zealand's two food-grade carbon dioxide plants created a national supply shortage and increased the cost of imported carbon dioxide. These pressures left Epic with negative cash flow and insufficient funds to meet its obligations. Shareholders placed the company into liquidation on 25 July 2023. On 25 August 2023, Russell Group, a construction company, and Hancocks, a beverage manufacturer, jointly purchased Epic. The available material states that Luke and Wendy Nicholas stayed with the business after the acquisition, but it does not establish the brand's current production, corporate structure, or trading status.
- 2023
Liquidation and acquisition
[1]Epic entered liquidation in July and was purchased by Russell Group and Hancocks in August.
- 2015
Epic Armageddon IPA wins at the Australian International Beer Awards
[1]Epic Armageddon IPA received gold and best-in-class recognition at the Australian International Beer Awards.
- 2011
Collaboration and product expansion
[1]Epic worked on NZ Craft Beer TV and released Mash Up, Hop Zombie, LARGER, and the first Epicurean series beer.
- 2010
United States and Sweden added as export markets
[1]Epic expanded its export footprint to the United States and Sweden.
- 2009
Australian exports begin
[1]Epic began exporting beer to Australia.
- 2007
Epic brand is sold to Luke Nicholas
[1]Steam Brewing Company sold Epic Brewing Company and the Epic brand to head brewer and general manager Luke Nicholas; production continued at Steam under contract.
- 2006
Epic Pale Ale receives major competition recognition
[1]Epic Pale Ale received gold and best-in-class recognition at the New Zealand International Beer Awards and BrewNZ, as well as Supreme Champion Beer recognition at the New Zealand International Beer Awards.
Products and positioning
New Zealand craft beer positioned around assertive hop character, high-strength specialty releases, experimentation, collaborations, and internationally recognized brewing quality.
Pale ale
Epic Pale Ale
A core Epic beer and one of the brand's most decorated releases. Epic Pale Ale helped establish the company's hop-focused identity and received medals across New Zealand and Australian beer competitions, including major recognition in 2006 and further awards in 2007, 2008, and 2011.
India pale ale
Epic Armageddon IPA
A signature hop-forward IPA associated with Epic's assertive craft-beer style. It received gold and best-in-class awards at BrewNZ in 2009 and 2011 and at the Australian International Beer Awards in 2015, along with a bronze award in 2010.
Double IPA · 2011
Epic Hop Zombie
An 8.5% double IPA released in 2011. Hop Zombie represented Epic's focus on intense hop flavor and higher-strength beers and became one of the company's recognizable specialty releases.
Imperial pilsner · 2011
Epic LARGER
An 8.5% imperial pilsner released in 2011. The beer extended Epic's portfolio beyond pale ales and IPAs into a stronger lager format.
Craft beer
Epic Mayhem
A specialty Epic release that earned gold recognition at BrewNZ in 2010 and 2006, as well as silver and bronze medals at the Australian International Beer Awards in 2007.
Barrel-aged IPA
Epic Barrel Aged IPA
A barrel-aged interpretation of Epic's hop-led beer style. It received gold and best-in-class recognition at BrewNZ in 2010 and a bronze medal in 2011.
Porter
Epic Porter
A dark beer in Epic's broader specialty range. Epic Porter received a silver medal at BrewNZ in 2007.
Stout
Epic Thornbridge Stout
A stout associated with Epic's collaborative and specialty brewing activity. It received bronze recognition at BrewNZ in 2011, while an oak barrel-aged version received silver that year.
Imperial oatmeal stout · 2011
Coffee & Fig Imperial Oatmeal Stout
The first beer in Epic's Epicurean series, released in 2011 at 8% alcohol by volume. Its coffee and fig concept reflected the series' emphasis on richer, culinary-oriented specialty beer.
New Zealand Pale Ale · 2011
Mash Up
A 6% collaborative pale ale developed through NZ Craft Beer TV after visits to 44 New Zealand breweries. Participating breweries contributed to the recipe and were invited to take part in the brew day. The beer received a silver medal at BrewNZ in 2011.
Collaborative specialty beer
Portamarillo
A collaboration between Luke Nicholas and Sam Calagione of Dogfish Head Brewery for the television series Brew Masters. The beer used pōhutukawa wood-smoked tamarillo, combining a New Zealand ingredient with an experimental brewing treatment.
Marketing campaigns
- 2011NZ Craft Beer TV and Mash Up
New Zealand
Luke Nicholas and Kelly Ryan traveled around New Zealand filming a craft beer program and visiting 44 breweries. The project culminated in Mash Up, a collaborative pale ale whose recipe drew on input from the breweries visited.
Outcome. The collaboration produced a nationally representative New Zealand Pale Ale and received a silver medal at the 2011 BrewNZ Beer Awards.
- Brew Masters Portamarillo collaboration
United States · New Zealand
Luke Nicholas and Dogfish Head founder Sam Calagione created Portamarillo for the Discovery Channel series Brew Masters. The recipe used pōhutukawa wood-smoked tamarillo.
Outcome. The collaboration gave Epic exposure through an international craft beer television program; a specific commercial outcome is not documented.
Brand decisions
2023
Planned move to an owned brewery and taproom is abandonedStrategyBackground
Epic sought to improve margins by reducing reliance on contract brewing, freight, and storage, but the project faced resource-consent delays and depended on an investor.
Action taken
After the investor withdrew support, Epic abandoned plans for a brewery and taproom in Mount Wellington.
Aftermath
The company remained dependent on its existing operating model and subsequently faced negative cash flow and liquidation.
2023
Shareholders place Epic into liquidationOtherBackground
Falling sales after the pandemic, higher input and labor costs, carbon dioxide shortages, and the loss of anticipated investment left the business unable to meet its obligations.
Action taken
Shareholders placed Epic Brewing Company into liquidation on 25 July 2023.
Aftermath
Russell Group and Hancocks purchased the business one month later.
2023
Russell Group and Hancocks acquire EpicM&ABackground
The acquisition followed Epic's liquidation and was undertaken by a construction company and a beverage manufacturer.
Action taken
Russell Group and Hancocks jointly purchased Epic on 25 August 2023.
Aftermath
Luke and Wendy Nicholas remained with the business, although the available material does not specify the post-acquisition corporate structure or operating status.
2007
Luke Nicholas acquires Epic Brewing Company and brandM&ABackground
Steam Brewing Company sold the Epic business and brand after Nicholas had served as head brewer and general manager.
Action taken
Nicholas took ownership while Epic continued to have its beers contract brewed at Steam.
Aftermath
The transaction established Epic as an independently controlled brand without immediately changing its production arrangement.
Sources1 sources
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