Gage Roads will pour beer and cider for Perth Glory, Western Force fans
Food & Agriculture
PERTH, AUSTRALIA - APRIL 14: Perth Glory mascot with fans at nib Stadium on April 14, 2018 in Perth, Australia. (Photo by Ross Swanborough/Getty Images)
Perth footy fans will be drinking Gage Roads Brewing beer and cider exclusively from now on, with the craft brewery winning a tender for nib Stadium.
nib Stadium — originally called the Perth Oval — is home to A-League club Perth Glory and Super Rugby team Western Force.
The deal means that Gage Roads (ASX:GRB) is the official beer and cider supplier for all of Western Australia’s major football teams after it picked up Perth Stadium, home of AFL clubs West Coast Eagles and Fremantle Dockers, in September last year, news that sent the stock flying.
It’s been a slightly more temperate response this morning, with Gage Roads’ shares up 4 per cent to 12c.
Gage is one of three ASX-listed small cap brewers. The others are Broo (ASX:BEE) which plans to build the “world’s greenest brewery” in the Victorian regional centre of Ballarat and cannabis play Creso Pharma (ASX:CPH) which is testing cannabis-flavoured beer.
VenuesLive, the consortium behind nib Stadium, is a big fan of the Palmyra-based brewer.
The deal is almost identical to the Perth Stadium agreement — five years for the exclusive sale of Gage Roads draught and packaged products in the stadium in exchange for fees.
The stadium has a nominal maximum capacity of 20,500 people, a number that was well and truly blown up in 2015 when pop star Ed Sheeran’s tour brought in 32,000 punters.
John Hoedemaker, managing director of Gage Roads, said the tender was an acknowledgement of the brewery’s brand.
“We’re proud to be awarded this contract,” he said. “It’s a ringing endorsement for the strength of our brands and the quality of our products.
“The partnership presents another exciting opportunity to achieve significant exposure for our brands and reinforces the ‘brand-in-hand’ experience.”
Gage has been on an upward trajectory over the past year, capitalising on the growing preference for craft beer amongst drinkers, bumping their shares up 166 per cent in 12 months.