Located on the Sydney foreshore suburb of Rozelle, White Bay Brewery has developed a reputation for high quality lager production, has signed a three-year partnership with the Sydney Swans, and integrated itself into its local area.
White Bay first opened in 2020, weathering the pandemic period thanks to the support of local fans and businesses. Since then, the business has flourished and expanded, as well as recently undergoing a branding and packaging refresh.
As well as entering the second year of its Sydney Swans partnership, White Bay has netted its fair share of awards over the years, including Australian Champion Beer for its Munich Lager at the 2022 Independent Beer Awards, and Champion Lager at this year’s Sydney Royal Beer & Cider awards. White Bay was also recognised as the Best Beer Launch for its Sydney Swans 150th Anniversary Lager at this year’s Beer & Brewer Awards.
Lager lovers
Setting White Bay apart from other independent breweries, it has a distinct focus on lagers, as opposed to the ale styles that proliferate the craft beer category. Jackson Davey, Senior Sales Manager at White Bay Brewery, said that this lager focus is partially due to the commitment to creating new and interesting brews.
“Since we opened to the public in April of 2020, we’ve been averaging a new beer every 10 days. When you handcuff yourself to a commitment like that, you need to be not just experimental, but also brush the dust off of historic styles from Central Europe.
“A lot of modern beer is so often influenced by American brewing, but, while we still take a lot of our influences from America, we also take them from Czechia, Poland, Germany, Slovenia, and a whole bunch of European countries. That’s definitely a point of difference. I don’t think there are too many people as committed to lagers and pilsners the way we are,” he said.
Head of Production, Paddy Ryan, also appreciates the more time-intensive brewing process of lager.
“In terms of craft breweries, there tends to be a focus on the hazies and West Coast styles, whereas we have a bit of a broader approach. We love what they do in Germany and Czechia, three months with lager in the tank, naturally carbonated, naturally clarified, the most untouched beer possible, just the main four ingredients,” he said.
Recognising that many craft beer drinkers may see lagers as flavourless, White Bay’s Extra Pale Lager presents a different entry point to the brewery’s core range for ale fans.
“Our extra pale lager is coming at the lager market at a different angle than our Czech and Munich lagers. It’s the official beer of the Sydney Swans for the next three years. We wanted to create a beer that’s a bit different from everything that’s out there in the market, while still being a very high-quality lager and very drinkable,” Davey said.
“The line I’ve been using out in the trade is ‘sessionable, but not flavourless, and hoppy, but not obnoxious’.”
Local flavour
White Bay’s early days of operation during lockdowns built an early and strong connection with the local community. Though the brewery’s home of Rozelle-Balmain does not have the same reputation as a craft beer hub as other Sydney suburbs, unique local businesses are building interest in the area.
“While we don’t have a brewery as a next-door neighbour, what we do have is a rum distillery, a gin distillery, and a coffee roaster. Balmain-Rozelle is one of the most densely popular pub suburbs as well. As much as we don’t get that crazy weekend foot traffic that Brookvale and Marrickville breweries get to enjoy, we are very proud to be part of our little precinct with the neighbours that we do have. It is starting to get more and more attention,” Davey said.
As White Bay is producing beer that is different to the common conception of craft beer, the brewery prefers to market itself as an independent brewery. This orientation also reflects its strong connections to its local area and independent producers in other industries.
“We try and speak to ourselves as being an independent brewer rather than a craft brewery, just because it sets the expectation a little bit differently. We have beers that we believe that anybody, regardless of if they consider themselves a craft beer drinker, could drink and enjoy. For that reason, we put more focus on our independence and our quality first and foremost,” Davey said.
This local focus was part of White Bay’s appeal to the Sydney Swans, with Lion-owned Furphy Beer previously holding the partnership contract.
“What we could offer the Swans was being local, being the only brewery on the foreshores of Sydney Harbour, and that we were absolutely falling over ourselves to put in a lot of sweat, energy, and effort into helping support them,” Davey said.
White Bay Brewery’s taproom is located on Mansfield St, Rozelle, and is open from Thursday to Sunday. Opening hours are 3pm to 10pm on Thursday, 12pm to 10pm on Friday and Saturday, and 12pm to 8pm on Sunday.
