Perth’s Optus Stadium, home of Gage Roads

Gage Roads Brew Co. owner Good Drinks announced today that it has extended its contract with Perth’s Optus Stadium.

The Perth-based drinks group has signed another five-year contract with operators of the stadium, VenuesLive.

The exclusive deal will see Good Drinks supply Gage Roads, Matso’s, Atomic Beer Project, Alby, and Hello Sunshine branded drinks to the venue until 2028. It will also be able to offer San Miguel after it secured the Australian distribution rights to the brand last year.

Under the new deal, the company will remain the exclusive provider of draught and packaged products, with Good Drinks providing volume rebates and sponsorship fees to VenuesLive.

The drinks company said that the 60,000-seat stadium was the first in Australia to offer “real customer choice in beer styles as part of its ‘Fans First’ commitment”.

Good Drinks managing director John Hoedemaker said it was another “major milestone” for the business.

“Good Drinks is extremely proud to be awarded this contract extension,” he said in a statement to the ASX.

“It’s a ringing endorsement for the strength and quality of our brands and the success of our strong partnership with VenuesLive.

“The partnership will continue to present an exciting and rare opportunity to achieve significant exposure for the Company’s brands and reinforces the ‘brand in hand’ experience that we promote as part of our Good Drinks strategy.”

In 2019 Gage Roads announced that it had seen record beer sales set at Optus Stadium, although it was unlikely to reach these levels in 2020 with the onset of COVID-19 and subsequent restrictions.

As part of its focus on sporting partnerships, Gage Roads also took the sponsorship of the Western Bulldogs AFLW from Melbourne’s Two Birds Brewing last year, as well as signing up with the ACT Brumbies, and Cricket Victoria and Sydney 7s back in 2018