White Bay Brewery announces 3-year partnership with Sydney Swans, new brand strategy & $1m capital raise from existing investors

White Bay Brewery has announced a 3-year partnership with the Sydney Swans as “Official Beer of the Swans” for seasons 2024-2026.

The partnership is a key pillar of White Bay’s strategy to embed itself as a leading Sydney brewery and brand, and to extend our reach from the Inner West to all of Sydney, whilst linking our passionate customers to Sydney’s favourite sporting team. As an extension of this, White Bay Brewery has also partnered with Merivale to pour XPL & PILS at the SCG and Allianz Stadium.

In conjunction with announcing the Sydney Swans partnership, White Bay Brewery along with our equity partner & brand adviser Richards Rose is pleased to present a fresh new brand direction anchored by the iconic W logo. In launching the new W brand direction, we have made our Extra Pale Lager beer a permanent fixture in a stunning red and larger 375ml can.

White Bay’s owners have invested a further $1m into the business, to support the new growth of the brand.

“We are excited to bring our new brand and Sydney Swans partnership to life” said White Bay Brewery Co-Founder, Adam Trippe-Smith. “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.”

“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” added Adam TrippeSmith.