Gage Roads has signed a two-year partnership with Rugby Australia to become one of the official beer partners for the HSBC Sydney 7s event, which kicks-off on Australia Day.

Gage Roads Single Fin Summer Ale will be available at bars around the stadium, while guests enjoying Rugby Australia functions and hospitality packages will have access to a selection of Gage Roads beers.

“The two-year partnership with Rugby Australia and the Sydney 7s means that fans will have the opportunity to watch the best of Australia’s home-grown talent while cooling off with a locally brewed craft beer,” explained James Purcell, Gage Roads partnerships manager.

“The Sydney 7s is Sydney’s biggest sport party, so we thought it was only fitting to offer spectators something special to cool off with. The first game kicks-off on Australia Day, so it only makes sense for a quintessentially Aussie beer to be on offer.”

Having craft beer at the HSBC Sydney 7s is a shift from the traditional lager-style offerings common to sporting events and reflects the broader shift in tastes among Aussie beer drinkers.

The Western Australian brewer will also partner with the new Optus Stadium in Perth and Managing Director John Hoedemaker said that partnership definitely helped in securing the Rugby Australia deal.

“The partnership with Optus Stadium is a major milestone for Gage Roads Brewing Co. and it has no doubt played a part in helping us secure this partnership.

“Our aim is to work with sporting and entertainment organisations who have a ‘fans first’ approach, and Rugby Australia take this approach.”

He added that these deals are part of the company’s ‘Returning to Craft’ strategy.

“Gage Roads is currently in the second year of our ‘Returning to Craft’ strategy, which seeks to grow the proportion of the Gage Roads brand sales for the business, largely through independent retail and on-premise channels,” Hoedemaker said.

“The East Coast of Australia is a key focus and this partnership will get the Single Fin product in the hands of thousands of Australian rugby fans. We expect this to have a positive effect on our retail partners particularly in New South Wales, but also in other states as rugby fans return home after the event.

“This will be the first time craft beer is served at the Sydney 7s event. We think that the decision to make craft beer available to spectators is illustrative of the wider shift taking place among Aussie beer enthusiasts. Tastes are becoming more sophisticated and brewers are limited only by their imagination.”

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

Leave a comment

Your email address will not be published. Required fields are marked *