White Bay Beer Co has joined forces with Richards Rose, appointing the independent brand and creative agency to its leadership team as equity partners.
Richards Rose will support the Sydney-based brewery with its next phase of growth across all areas of the brand and leadership team. Agreeing to a unique arrangement of an equity and cash partnership, Richards Rose joins the leadership table internally to ensure alignment around ambitions and outcomes, as opposed to consulting externally.
“I have known and worked with Digby, Adam and the Richards Rose team for over a decade now,” say Adam Trippe-Smith, Co-Founder of White Bay.
“They’re experts at creating and growing brands and now that we’ve established the business and operations, it’s time to shoot for the stars with our brand.”
Established in 2020, White Bay has a strong following across NSW which it hopes to expand nationwide. With a formidable beer range and a purpose-built brewery and brand experience in Balmain, the brewery has built a strong on-premise connection and wider off-premise distribution through major retailers and independent bottle shops.
“We’re big fans of beer and the White Bay team. What a start they have made especially given they launched during Covid. To become part owners of White Bay puts another level of health pressure on us at Richards Rose to ensure we give this brand the lift it needs and deserves,” said Digby Richards, Co-Founder of Richards Rose.
Through the arrangement, Richards Rose will explore White Bay’s identity, range, innovation, brand ideas, communications and partnerships. The appointment does not preclude Richards Rose from working with other alcohol brands.