The Queensland Rugby Union has announced Brisbane’s Newstead Brewing Co as its ‘Official Craft Beer Partner’ for the 2018 Rugby season.
The deal includes exclusive pourage rights at Ballymore Stadium bars, including at all Queensland Premier Rugby finals matches for 2018, with possible continuation into next year.
Newstead CEO Dr Mark Howes said the company has set out to grow its brand awareness through various strategic alignments.
“I’m ecstatic about this partnership. To have my two life passions – great beer and great rugby – forming a relationship that will get the public excited and engaged about home grown talent is a privilege beyond expectations,” he said.
Howes told Brews News the deal is a unique opportunity not only for Newstead but for independent beer in general.
“There hasn’t been a lot of inroads into sport for independent beer, so we’re excited to align with a company that encapsulates the same things we stand for like local partnerships and community,” he said.
“To draw craft beer into stadiums it’s really got to come from a high level of demand from clubs and supporting companies like QRU.”
Newstead will create a special mid-strength lager in unique packaging to christen the QRU partnership. It will be available at Ballymore Stadium alongside Newstead’s golden ale, pale ale and other beers from its range.
QRU CEO Richard Barker said the competition is delighted to welcome Newstead to its array of commercial partners.
“The opportunity to create an ‘Official Craft Beer Partner’ was too good to pass up and we are excited that Newstead will create a new beer to celebrate this unique partnership,” he said.
Traditionally Lion has been the major partner at QRU stadiums. It will still continue to supply the home games at Suncorp Stadium with Newstead specifically partnered to Ballymore.
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