Gage Roads in distribution deal with Hardy Wines

Industry giant, Hardy Wine Company, has signed an exclusive national distribution deal with West
Australian craft brewer, Gage Roads Brewing Co.

The agreement grants Hardy Wine Company the right to sell and distribute the Gage Roads range of natural craft brewed beers in the national market, including Gage Roads' home state of Western Australia.

Hardy Wine Company is the largest wine company in Australia by volume, the second largest next to Fosters by revenue.

Gage Roads Brewing Co is Australia's largest independent craft brewer, with a strong premium brand presence in WA.

Peter Nolin, managing director of Gage Roads comments: "We see this as an excellent opportunity for both parties.

It was a perfect fit. Gage Roads was expanding into the Eastern states market under a self distribution strategy, but we kept hearing from the trade that Hardys is the best in the business, so we gave them a call, and as it turned out, the timing was right."

Under the deal, Gage Roads will become the only beer brand in the Hardy portfolio of products.

Hardys has been instrumental in bringing other beer brands to national prominence, most notably Coopers and Boags, and has been looking for a beer brand with the right fit for some time.

The deal brings Hardys a range of all natural craft brewed beers, brewed by the most highly awarded brewing team in Australia, while delivering a national distribution platform for Gage Roads to grow its brand.

"The partnership allows us to do what we do best, which is brewing and marketing full flavoured, all natural beer, while contributing to what Hardys does best, which is delivering great products to the Australian market."

The premium beer market is the fastest growing segment of the national beer market.

The partnership is effective immediately, with the Hardys' sales team offering Gage Roads Lager, Gage Roads midstrength PILS and Gage Roads IPA (India Pale Ale) as of August 1st.