White Bay have announced the brand and creative agency, Richards Rose, are joining the Sydney brewery as equity partners. It sees the agency become part of the brewery's leadership team while also working on all aspects of the White Bay brand.
The full media release is below.
White Bay Beer Welcomes Richards Rose As Equity Partners
Sydney based brewery, White Bay Beer Co, has appointed award winning independent brand and creative agency, Richards Rose to their leadership team as equity partners as they embark on their next phase of growth.
White Bay Beer Co. started in 2020 just as covid hit and built a formidable beer range, a great brand experience site in White Bay, Balmain, and a strong following across NSW with on-premise connection and wider off-premise distribution via Dan Murphy’s, Vintage Cellars, BWS and Independent bottleshops. In 2022 White Bay Beer Co. was awarded Champion Independent Beer & Champion Lager at the Independent Brewers Association’s yearly beer awards.
“I have known and worked with Digby, Adam, and the Richards Rose team for over a decade now. They’re experts at creating and growing brands and now that we’ve established the business and operations, it’s time to shoot for the stars with our brand” said White Bay co-founder Adam Trippe Smith.
Richards Rose have agreed to an equity and cash partnership to ensure alignment around ambitions and outcomes. This unique arrangement sees Richards Rose embedded at the leadership table, versus being an external consultant. It also doesn’t preclude them from working with other alcohol brands.
“We’re big fans of beer and the White Bay team. What a start they have made especially given they launched during covid. To become part owners of White Bay puts another level of healthy pressure on us at Richards Rose to ensure we give this brand the lift it needs and deserves” said Digby Richards, co founder Richards Rose.
Richards Rose is exploring all aspects of the brand with the leadership team at White Bay Beer – including identity, range, innovation, brand idea, comms, and partnerships.
About White Bay Beer Co
Established 2020, White Bay is part of the Balmain Peninsula, and is the home for this purpose-built brewery and brand experience. On-site the 2m litre capacity brewery delivers a core range of 4 great beers – lager, pilsner, hazy pale ale, and mid-strength pale ale, along with a consistent program of limited releases. While very commiOed to the neighbourhood, White Bay intends to build a loyal following across NSW and beyond.
About Richards Rose
Established 2016, Richards Rose is a creative brand business based in Surry Hills, Sydney with an office in Adelaide. Richards Rose is one of Australia’s most effective agencies as judged by the Effies helping brands grow like Lindt, Mitsubishi Motors, Great Southern Bank, University of Adelaide, The LoOery Office, MLC Life Insurance, doozy drinks, Colorbond and White Bay Beer Co. to name a few.