There’s a new brewery coming to Sydney.
Gage Roads Sydney will bring a taste of Western Australia to the inner suburbs of Sydney town.
The popular boutique beer brand based in Fremantle in WA is undertaking an aggressive expansion with the new Sydney brewery.
Redfern will be the beer brands home in NSW with a 578 square metre site with a small production facility as well as a 250-person hospitality venue, with Gage Roads expected to invest $3 million in the project.
National marketing executive Miles Hull told The Crafty Pint: “This Redfern site is one that presented itself quite quickly to us an opportunity. We really love the history and culture that’s evolved over the years of Redfern. It’s certainly an emerging inner-city area with a define cultural feel.
“It has a real mix and diverse population in the area which we really love. It has a really creative spirit and free spirit which we think works really well to provide a home for our brewery.”
The development of the Regent Street site in Redfern aligns with Gage Roads’ 2016 “returning to craft” strategy announced in 2016. Since then, the publicly listed company has bought back Woolworths’ 25 percent stake in the brewery, won Champion Australian Beer at the 2016 Australian International Beer Awards for Little Dove, secured a number of high profile partnerships, including pouring rights for the Optus Stadium in Perth, and started exporting beer overseas. Following the acquisition of Matso’s brewing company, Gage Roads also launched Good Drinks, a new banner for the sales and marketing team now responsible for all of the company’s brands, including Alby lagers and Hello Sunshine cider.
According to Miles, the Redfern brewery will be involved in launching new brands and other East Coast projects.
“We are looking to the future and looking for ways that we can build up our own brand and launch new brands,” he says. “Part of our growth strategy is about growing in the East Coast of the market and we recognise that being local and having a local element is really important and also having a place where consumers can come an interact with the brand is important as well.
“We have a strategy on the East Coast to looking at potentially a number of breweries with production a capacity but also a taproom attached to it where you can connect to the local market where people can experience and taste your products.”
Of the Redfern site, he says: “From a hospitality component and brewery taproom, it really works. We’re quite excited by this being an inner-city, urban space and it will actually launch a new brand for us and will be the home for that brand. It will be a new product sitting slightly separate to Gage Roads but will be distributed by our sales and marketing arm, Good Drinks.”
Gage Roads Sydney focused strategy starting to pay off for the boutique beer brand
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