“Beer needs sport and sport needs beer, and it has always been thus.” – Paul Vivian
A BEER revolution is underway at Stadium Australia with the contemporary taste preferences of fans driving the introduction of a frothy mix of popular commercial brands and ice-cold craft ales.
More than $2.1 million has been spent reinvigorating the Stadium’s beer-delivery system in 2014, with new beers being introduced across all seating categories.
Eight new tap beers are being served in the Gold Members’ Lounge on Level 4 and the Sin-Bin and Cauldron viewing terraces that are so popular with home-team fans, as well as the plush new Centreline Seats Bar & Lounge on Level 2.
The range of beers has also increased in the Stadium’s signature Members’ restaurant ARENA, the Platinum Bar on Level 5, and the premium corporate Private Suites and Zones Boxes.
Two tap beers are now being served across the general public areas on Level 1, with Hahn Super Dry 3.5 and XXXX Gold both proving popular with fans.
“The fans themselves are driving his revolution with an Australia-wide beer industry trend toward more boutique, craft-style beers and a wider choice of beers,” said Andreas Breitfuss, Stadium Australia’s Head of Catering & Hospitality Services.
“We effectively have four new cellars at the Stadium and we are in the process of replacing more than 4.7km of beer lines throughout the venue, with the Members’ areas now complete.”
The beer revolution at Stadium Australia – coinciding with the establishment of more intimate meet & greet spots like the Centreline Seats Bar & Lounge – is a sneak peek into what lies ahead for Stadium Australia Members and guests, with the Stadium planning a $350 million redevelopment to ensure Sydney’s Olympic stadium remains the iconic venue it was built to be.
The plans include new bars, restaurants and eateries both inside and outside the Stadium, with many of the bars to mimic some of the world’s slickest city establishments, albeit with close proximity to Australia’s biggest sport and entertainment events.
While iconic brands like Tooheys New and Heineken are still in popular demand in Stadium Australia’s Members and corporate areas, a new beer on the block – James Squire One Fifty Lashes – is now the fastest-growing beer at Stadium Australia.
“We have been closely tracking beer and cider sales and there is a real trend toward the craft beers, with One Fifty Lashes proving extremely popular with patrons,” said John Hutchinson, Senior Manager Retail Operations at Stadium Australia.
“Each month we are introducing a Guest Beer in our Members’ areas and the Members themselves will tell us whether they would like that beer added to the variety offered at the Stadium.”
#AwesomeAugust is underway at Stadium Australia, with a host of major events rolling out, including the Super Rugby Final won by the NSW Waratahs, and upcoming blockbusters like the Juventus v A-League football classic (Sunday 10 Aug), key NRL games Rabbitohs v Broncos (Thurs 14 Aug) and Eels v Bulldogs (15 Aug), and the Bledisloe Cup opener between the Wallabies and All Blacks (Sat 16 Aug).
“Throughout #AwesomeAugust our Guest Beer in the Members’ areas will be Little Creatures Pale Ale, which is an awesome Australian craft beer already proving extremely popular with guests,” said Mr Hutchinson.
The beer revolution at Stadium Australia is just one of a host of innovations introduced in 2014 as the Stadium transforms the event experience.
Already in 2014, the Stadium has introduced:
*A FREE Wi-Fi service (the first Stadium in Australasia to offer this service to all fans at every event);
*FREE train travel to all NRL games, in conjunction with the NRL and home clubs the South Sydney Rabbitohs and Canterbury-Bankstown Bulldogs;
*THE new Centreline Seats corporate area, with exclusive access to the Centreline Seats Bar & Lounge;
*A FREE Stadium Australia APP, which can help fans plan their trip to the game, help them find their seat, and access exclusive digital content.
XXXX Gold is Australia’s leading beer nationally and has paved the way in the country’s lower-than-full-strength beer market. Hahn Super Dry 3.5 is one of Lion’s growing mid-strength beer brands and is brewed for longer to give it a distinctive super dry finish.
Stadium Australia is well advanced with a complete replacement of its beer reticulation system to ensure quality beverages are poured throughout the venue. The Stadium is replacing more than 4.7km of beer lines and upgrading bars and cellars with state-of-the-art technology.
Both Stadium Australia and Lion are committed to promoting the responsible consumption of alcohol at all Stadium Australia events and in the broader community. In line with this, the Stadium ensures that all bar service staff participate in training to a level that meets and often exceeds industry RSA standards; that there is food and water easily available to all guests throughout the Stadium; and that there is adequate security at all events to ensure the safety and enjoyment of all guests.
Look out for the exciting new range of beers next time you join us at Stadium Australia.
BEERS ON TAP AT ANZ STADIUM’S GOLD MEMBERS’ LOUNGE
- Tooheys NEW
- Hahn Super Dry
- Hahn Super Dry 3.5
- James Squire Golden Ale
- James Squire One Fifty Lashes
- Guest Beer for August: Little Creatures Pale Ale
- 5 Seeds Cider