Latest news with #GageRoads
West Australian
a day ago
- Business
- West Australian
Holding on to vision when west meets east
As marketers, we are always searching for the elusive 'perfect' articulation of brand purpose. When you get the magic right—when consumers, shoppers, retailers and employees all believe and experience why the brand exists—it builds a strong emotional connection. In turn, this fosters deep loyalty. But if you get the purpose wrong, or chop and change it with every new brand manager, the brand can easily be dismissed as inauthentic. In my experience, the history of a brand forges the path to a unique and differentiated purpose. Who founded the brand? What's the origin story? What hardships were overcome to grow it? Who were the early loyal customers? These stories often pave the way to an authentic purpose that sets the brand up for long-term success. Gage Roads turns 20 this year, and while Single Fin and Side Track are homegrown Western Australian favourites, the rise of Gage Roads on the east coast is just starting to take off. The story of Gage Roads began with two brothers and a mate, a $25,000 credit card, and a desire to create beers that paired perfectly with their West Aussie lifestyle. Beach days, surfing with mates and trips to Rotto were staples of that life—and they helped define the brand's purpose, as well as its distinct personality. With 85% of Australians living within 50km of the coast, Gage Roads has been able to connect with people across the country. As more consumers seek Aussie authenticity and connection, we're seeing Gage Roads grow rapidly in the East—driven by our 'Made for Yewwwww' campaign, sponsorship of grassroots surfing, and commitment to creating opportunities for great coastal experiences with mates, just like our founders envisioned. Brand purpose isn't just words on a page. It's a guide that helps define what is right and wrong for the brand. It drives differentiation, loyalty and engagement - with consumers and employees alike—and, ultimately, it creates value.
West Australian
24-06-2025
- Entertainment
- West Australian
Hilarious Endeavour Tavern Lancelin video of men ‘stealing' bar mats goes viral
It's the pub with plenty of beer — but no bar mats. In a hilarious video that has gone viral, the Endeavour Tavern in Lancelin tells the story of how one night a bunch of rogues sneakily went about gathering up all the bar mats they could get their hands on. It happened on Friday night when a group of friends sauntered into the pub and ordered several pints. They then went about collecting the bar mats from under the nose of staff. The comical video, stitched together from CCTV footage, starts with a man wearing a red beanie turning his back to the bar before reaching behind and pinching a Single Fin bar mat. Another man then grabs a bar mat and both are stuffed into a brown paper shopping bag. As the video continues, a man in a black beanie joins in the fun before a punter in a yellow cap gets brave enough to stealthily take a premiership flag by the local football team off a wall. Throughout, it seems staff didn't notice the increasingly bare look of the tavern's bar and walls. The video, which has had more than 10 million views, ends with the group running out of the tavern with their loot, throwing their hands in the air in celebration. A caption with the video asks for the 'slippery little legends' to return the bar mats. '🚨 MISSING: 9 Bar mats, last seen living their best lives at the Endeavour Tavern on Friday Night🕵️♂️ 'If you've seen these slippery little legends — or if they've found a new home in your man cave — we'd love to see them returned. No questions asked … okay, maybe just one question: Why?? 😂 'Let's reunite them with their beer-loving family. 🍻 '📸 DM us anonymously (or bring them back and get a cheeky thank-you pint 😉)' Tavern owner Paul Ferguson said on Tuesday that he was pleased to report that the mats were being returned. He said the light-hearted video went up on Monday and the men involved, from Perth, got back to the tavern within the hour. 'They were just up for a Friday night, on the booze, a bit of fun, a bit of a dare I think,' he said. 'They're going to return the mats and come up and we'll have a chat and I'll buy them a beer.' Mr Ferguson said apart from the mats, which were all Gage Roads as the 'thieves' were fans of the brand, he was also looking forward to the return of a premiership flag won by the local football team. It sat pride of place on one of walls at Endeavour Tavern, which proudly boasts on its website that it has 'WA's best beer garden'. 'We don't win the flag that often, so they're pretty rare. We're pretty privileged to get one,' he said. Mr Ferguson said they didn't cotton on to the missing bar mats and the group's antics until the next morning. 'We had had a big function on that Saturday night, so we started setting up on Friday night, that's why we didn't see them missing,' he said. 'When we went to put them out on Saturday morning, we noticed quite a few missing. 'So that's when we thought we'd better check the cameras — and we had a good laugh over it.' We can all drink to that!
Perth Now
24-06-2025
- Entertainment
- Perth Now
Rogues ‘pinch' bar mats from WA pub in hilarious video
It's the pub with plenty of beer — but no bar mats. In a hilarious video that has gone viral, the Endeavour Tavern in Lancelin tells the story of how one night a bunch of rogues sneakily went about gathering up all the bar mats they could get their hands on. It happened on Friday night when a group of friends sauntered into the pub and ordered several pints. They then went about collecting the bar mats from under the nose of staff. The comical video, stitched together from CCTV footage, starts with a man wearing a red beanie turning his back to the bar before reaching behind and pinching a Single Fin bar mat. If you'd like to view this content, please adjust your . To find out more about how we use cookies, please see our Cookie Guide. Another man then grabs a bar mat and both are stuffed into a brown paper shopping bag. As the video continues, a man in a black beanie joins in the fun before a punter in a yellow cap gets brave enough to stealthily take a premiership flag by the local football team off a wall. Throughout, it seems staff didn't notice the increasingly bare look of the tavern's bar and walls. The video, which has had more than 10 million views, ends with the group running out of the tavern with their loot, throwing their hands in the air in celebration. With his back to the bar, the man reaches behindfor the bar mat. Credit: Facebook A caption with the video asks for the 'slippery little legends' to return the bar mats. '🚨 MISSING: 9 Bar mats, last seen living their best lives at the Endeavour Tavern on Friday Night🕵️♂️ 'If you've seen these slippery little legends — or if they've found a new home in your man cave — we'd love to see them returned. No questions asked … okay, maybe just one question: Why?? 😂 'Let's reunite them with their beer-loving family. 🍻 '📸 DM us anonymously (or bring them back and get a cheeky thank-you pint 😉)' The loot is stashed into a brown paper bag. Credit: Facebook Another punter does his part in the 'crime'. Credit: Facebook Tavern owner Paul Ferguson said on Tuesday that he was pleased to report that the mats were being returned. He said the light-hearted video went up on Monday and the men involved, from Perth, got back to the tavern within the hour. 'They were just up for a Friday night, on the booze, a bit of fun, a bit of a dare I think,' he said. 'They're going to return the mats and come up and we'll have a chat and I'll buy them a beer.' Mr Ferguson said apart from the mats, which were all Gage Roads as the 'thieves' were fans of the brand, he was also looking forward to the return of a premiership flag won by the local football team. Getting braver, one of the men sneakily takes the premiership flag off the wall. Credit: Facebook Sneaking behind the bar for another bar mat. Credit: Facebook It sat pride of place on one of walls at Endeavour Tavern, which proudly boasts on its website that it has 'WA's best beer garden'. 'We don't win the flag that often, so they're pretty rare. We're pretty privileged to get one,' he said. Mr Ferguson said they didn't cotton on to the missing bar mats and the group's antics until the next morning. 'We had had a big function on that Saturday night, so we started setting up on Friday night, that's why we didn't see them missing,' he said. 'When we went to put them out on Saturday morning, we noticed quite a few missing. 'So that's when we thought we'd better check the cameras — and we had a good laugh over it.' We can all drink to that! The men make their getaway, throwing their arms up in the air in celebration. Credit: Facebook
Perth Now
17-06-2025
- Entertainment
- Perth Now
Singer announces first Perth show since Gage Roads drama
Aussie singer John Butler has announced he'll be returning to WA later this year in what would be the star's first official gig in Perth since his controversial February visit that resulted in Gage Roads Freo Brewery canning his show at late notice. The star is set to unveil the PRISM Tour in his first national campaign alongside a band since 2019, which will launch in Bunbury on September 5. The following night, Butler will play at Metropolis Fremantle as he ventures back to the port city. The star is set to unveil his PRISM Tour in his first national campaign alongside a band since 2019, which will launch in Bunbury on September 5. Credit: John Butler The outspoken artist is not shy in publicly sharing his political views, and in February had promoted his Gage Roads show as a 'Frack Free Kimberley concert'. However, shortly before the event was set to take place, the venue advised Butler he was no longer welcome, and his show was bumped to nearby Port Beach Brewery. 'The event we agreed to initially was not what was eventually planned and advertised,' a spokesperson for the venue told PerthNow at the time. 'It was our understanding that it was to be a music only event, with some Frack Free merchandise for sale and awareness raising materials available. Under these circumstances, we initially agreed to hold the event. 'Over the weekend, promotional materials were published and it came to our attention that the promoters were planning a number of public speakers from community groups that would be delivering speeches. Butler told fans on social media, 'Gage Roads cancelled the event and pulled out saying they didn't know it was so political and they didn't do political events'. The California-born songwriter is currently on tour in the US. If you'd like to view this content, please adjust your . To find out more about how we use cookies, please see our Cookie Guide. Ahead of his next wave of Aussie shows, the independent artist told fans he'd be playing a mix of crowd favourites and newly released songs. 'I am really looking forward to touring Oz again with the band for the PRISM album launch,' Butler said in a statement. 'Loving playing with Ian Peres, Michael Boase and reuniting with Michael Barker on the drums. 'We've been having such a great time bringing these new songs to life on stage and the older songs are sounding BETTER THAN ever. Sorry couldn't help myself!' Butler's upcoming PRISM album is considered Season Three of the singer's Four Season project roll-out, and is set for release on September 5. It marks a formal departure from the John Butler Trio moniker, with tracks Trippin On You and So Sorry have already been released. Enjoying a professional career spanning 25 years, the star's signature roots flavour is evident through his hits Zebra, Ocean, Better Than, and Used to Get High. Tickets for his PRISM Tour go on sale June 20.
Perth Now
01-06-2025
- Business
- Perth Now
How a WA brewery became an icon with just $25k
In the 20 years since launching with salvaged equipment and a $25,000 credit card, Gage Roads Brewing Co. has surfed the ebbs and flows of the craft beer industry to become Australia's fourth-biggest beer group. 'Number cruncher' John Hoedemaker and his brother Bill, an award-winning brewer, started the business named after the stretch of water between Fremantle and Rottnest Island in the former Meadow Lea margarine factory in Palmyra. Rather than follow in the footsteps of pioneering Fremantle brewpubs Sail & Anchor or Little Creatures, Gage Roads opened the production facility well before its 'ultimate beach house' at Fremantle's Victoria Quay. Gage Roads is now part of Good Drinks Australia, also home to Matso's, Alby and other brands. The company delisted from the ASX in December 2024. Anthea Green, Kieran Hookway, Lavinia Collins and Chase Barrett-Brown enjoying the beers at Gage Road Freo. Credit: Ross Swanborough / The West Australian Chief strategy officer Aaron Heary said while other craft breweries focused on hops and other ingredients to impress 'bearded hipsters with tattoos', Gage Roads focused on aligning their brand with the coastal lifestyle. 'We kind of broke all the rules,' the former head brewer said. We'd like to see a Gage Roads beer in every fridge in Australia. Gage Roads' Single Fin summer ale is currently the fifth biggest selling beer by volume in WA after Great Northern, Emu Export, Carlton Dry and Corona — all owned by Japanese giants Asahi and Kirin. Gage Roads co-founder John Hoedemaker and chief strategy officer Aaron Heary. Credit: Ross Swanborough / The West Australian Mr Heary revealed Single Fin was initially called South Beach before being pulled from shelves because a major brewer had already registered the name. In addition to an epic Sunday session starring local musician Noah Dillon on the WA Day long weekend, Gage Roads will unveil new core range beer, Huey Coastal Lager, to celebrate its 20th birthday. The 3.8 per cent pure malt lager featuring the brewer's seagull mascot Huey harkens back to Gage Roads' first beer, Pure Malt Lager. Mr Hoedemaker was keen for Gage Roads, which was 25 per cent owned by Woolworths from 2009 to 2016, to become entrenched as the pre-eminent WA beer brand. 'It's important for a community to have their own brewery,' he said. Gage Roads will also continue to push into eastern states markets, especially Queensland, according to Mr Hoedemaker. 'We'd like to see a Gage Roads beer in every fridge in Australia,' he said.
