Colonial brews Bombers football beer deal

WA craft beer at the MCG? I’d like to see that.

AFL fans are one step closer to enjoying a west coast artisanal brew at the home of football following a new deal struck between Colonial Brewing Company and Essendon.

The WA born-and-bred operation, which has expanded to Melbourne, will become the official beer and cider partner of the Bombers. It is a nice way to say the club will serve the breweries' beers at official functions and home matches.

While Essendon play most of their home games at Etihad Stadium, they are scheduled to host clashes with Geelong and Carlton at the MCG later this season. And while only CUB products can be sold at Australia's favourite sports ground for AFL matches, the venue's deal with the beer giant has been reduced in recent seasons, raising the possibility of a change in approach to the facility's pourage rights. Indeed, CUB has loosened ties with several high-profile sporting organisations, including the national cricket team and WA football.

Colonial beers can be on offer at official Essendon functions within the venue.

The deal strengthens the case for craft beer to be available at Perth’s new multi-purpose stadium, an issue The Sip has been closely following.

It is believed some local breweries have had discussions with stadium management over having one of six beer taps reserved for craft beer.

Essendon CEO, Xavier Campbell, said Colonial’s beers and cider will be poured at club match-day functions and events throughout the year. Bombers players Tom Bellchambers and Michael Hurley, pictured above, were on hand to show off the new deal.

“We are constantly looking at ways to offer our members, supporters and broader network with the best possible experience at Essendon functions and events and we also understand the growing appetite for craft beers and cider,” he said.

“The new partnership will deliver our members, supporters and guests with a wonderful choice of fine craft beers and cider at Essendon home games and functions.

“We served Colonial Brewing Company’s beers and ciders in our Culinary Chairman’s Function on ANZAC Day and the feedback from our guests was overwhelmingly positive.”

The Melbourne-based brewer operation, brewery is also the venue of choice for Essendon supporters to gather and watch the club’s interstate matches.

National General Manager of Colonial Brewing Company, Lawrence Dowd, said the new partnership is significant.

“We are an Australian owned and run brewery operating out of Port Melbourne and Margaret River with a small but passionate team of brewers,” he said.

“Our unique partnership with Essendon is extremely exciting and reinforces the growing demand for craft beer here in Australia.”