White Bay Brewery has announced a three-year deal to become the official beer of the Sydney Swans, with investors showing faith in Australia’s craft beer industry by investing a further $1m into the business.

As well as the Swans partnership and added investment, White Bay, along with equity partner and brand adviser Richards Rose, has also unveiled a new brand direction which is anchored by the brand’s iconic W logo. As part of launching the new W brand direction, White Bay has made its Extra Pale Lager a permanent part of its core portfolio, with a larger 375ml red can.

White Bay Co-Founder, Adam Trippe-Smith said: “I wish to add a massive thanks to the team at Richards Rose for this iconic brand direction and an additional high five to all our investors for supporting the latest capital raise.”

The brewery described its partnership with the Swans as a “key pillar” in its strategy to embed itself as a leading Sydney brewery and brand. As an extension of this strategy White Bay has also partnered with Merivale to pour XPL and Pils as both the SCG and Allianz Stadium.

Trippe-Smith said: “We are excited to bring our new brand and Sydney Swans partnership to life.

“As a small brewery on the Balmain Peninsula, we decided recently it was time to elevate our beers to all of Sydney. As a 21-year Swans member, it was an obvious choice to partner with the Swans to achieve this. I am hoping it might also assist my right foot kick on the run from the 50m line.”

Sydney Swans CEO, Tom Harley, added: “The entire club is excited to welcome White Bay, one of Australia’s leading brewers, to the Swans family. White Bay and the Swans are both aligned in our goals of delivering a great experience to our audience.”

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