Beer-loving cricket aficionados across Victoria have reason to celebrate this morning, as one of Australia’s most prominent craft brewers, Gage Roads Brewing (ASX: GRB) was appointed official beer and cider partner of Cricket Victoria for the next three years.
The deal with Cricket Victoria follows on from other marketing coups including Gage Roads securing the exclusive beer and cider rights at Perth’s new Optus Stadium, being named as the official partner for the Western Force and Rugby WA, and an inaugural partner with Rugby Australia for the World Rugby 7’s Series event in Sydney.
Named after a patch of picturesque outer harbour area between Fremantle and Rottnest Island off the coast of Western Australia, Gage Roads has become Australia’s largest independent brewery in recent years following several buyouts and takeovers by larger brands. Gage is currently the only remaining listed brewery in Australia.
In 2015 the brewer executed a comprehensive refresh of its core craft beers, adding three new beers to its product range. The refresh proved to be extremely successful, with increased sales now making Gage Roads one of the largest craft brewers in Australia.
The deal with Cricket Victoria is therefore an important milestone and is expected to add weight to the company’s momentum having won several awards since 2016, including the Champion Australian Beer at the 2016 Australian International Beer Awards, with its Little Dove brand.
As part of the three-year partnership, Gage Roads has secured the rights to serve its beer and cider at the CitiPower Centre at Junction Oval and at Cricket Victoria’s official functions for the Melbourne Stars, Melbourne Renegades and at Cricket Victoria home matches and at all Cricket Victoria events held throughout the year.
This assures the brewer heightened exposure to an addressable audience that’s culturally attune to beer consumption.
“This is a very exciting and important partnership for us and continues the rollout of our brand-in-hand marketing strategy, targeting increasing sales and market exposure on the east coast of Australia. This partnership opens the doors for our range of beers to be enjoyed at Premier Cricket clubs and community clubs across Victoria,” said John Hoedemaker, co-founder and managing director of Gage Roads Brewing.
“From grassroots level to first class cricket, Victorians are as passionate about their cricket as we are about brewing quality beer so it’s a natural fit,” said Mr Hoedemaker.
On the other side of the bargain, Cricket Victoria by partnering with an independent brewer which is typically preferred by consumers for various reasons including product quality, brand identity and a growing aversion to huge multinational brands that are perceived to be missing the mark on product quality and price.
“Having Gage Roads partner with us here at Cricket Victoria is a tremendous result and the added benefits for our Premier Cricket and community clubs across the state will help build a strong relationship with this innovative, fast growing brewery,” said Andrew Ingleton, CEO of Cricket Victoria
“With a wide range of craft ales as well as a mid-strength and cider options, Gage Roads will provide great choices for our fans to enjoy while watching the cricket at our new home in St Kilda,” said Mr Ingleton.
Cricket Victoria has just recently moved to its new home: the CitiPower Centre at the Junction Oval in St Kilda which now serves as an administrative base for Cricket Victoria, the Melbourne Stars and Melbourne Renegades cricket teams.
The newly built facility is an all year-round elite training base for Victoria’s leading cricketers as well as a hub for community cricket sporting state-of-the-art facilities such as medical and rehabilitation facilities, a gym and indoor aquatic centre.