Gage Roads has kicked yet more goals in the sports beer space by signing an exclusive supply deal with WA’s second biggest multi-purpose arena.
For the next five years, only Gage Roads beers will be sold at the 20,000-seat nib Stadium, home of A-League club Perth Glory and premier rugby team, Western Force. The facility has also hosted major concerts such as Paul McCartney and Ed Sheeran.
It is the latest triumph for Gage Roads, which has become entrenched as a major player in event beer supply. Since September last year the brewery has become a sporting juggernaut.
The craft operation, now recognised as WA’s biggest brewery, was awarded the inaugural beer deal with Optus Stadium (60,000 seats) in September last year.
A short time later Gage Roads was named as beer provider for the Sydney Rugby 7s series, it inked a deal with Victorian cricket for the coming season and is already the preferred supplier for the Western Force all WA rugby clubs.
The brewery has also extended its relationship with one of WA’s major cultural events, the Perth Fringe Festival.
Then it bought out fellow WA brewery Matso’s for $16 million in June.
In a curious twist the nib Stadium deal ends half a century of sports beer supply in the State being dominated by the macro-breweries.
For decades Swan Brewery was behind just about every recreational activity on the west coast before CUB gained control of Subiaco Oval in 1990s and Lion subsequently established a stronghold at the WACA Ground.
Both CUB and Lion are now minor players in major WA event beer pouring deals.
Ironically, while Gage Roads was limited to supplying only 3.5 % maximum fare for Optus Stadium because of the stance of the venue management, the 4.2% Alby Draught was likely to be on offer at nib Stadium as the operator has a different alcohol policy.
The State Government, through nib Stadium operator VenuesWest, appointed Gage Roads following a competitive tender process.
Company managing director, John Hoedemaker, said the successful bid further supports the impact local brewers such as Gage Roads have on the WA economy.
“Gage Roads, as a proud local West Australian brewery, is excited to be awarded this contract,” he said. “Our appointment is a ringing endorsement for the strength of our locally made brands and the quality of our award- winning range of products”.
“This partnership presents another exciting opportunity for Gage Roads to further its commitment to supporting local community events.”
Sport and Recreation Minister Mick Murray said it was terrific the State’s two major outdoor sporting and entertainment venues would now be exclusively supplying Western Australian-made beer and cider at events.
“Gage Roads is a true Western Australian small business success story, with its operations proving strong support to local farmers, manufacturers, the hospitality industry – all while supporting local jobs,” the Minister said.
In FY17 the brewer sold 800,000 litres through promotional deals such as the Optus Stadium contract and advised the arrangements were a cost-neutral “brand-in-hand” marketing strategy, achieving increased sales through greater brand awareness”.