Power's Brewery facts for kids
Power's Brewery, now part of the CUB brewery, is a large brewing factory located in Yatala, South East Queensland, Australia. It began as a new company started by a businessman named Bernie Power. He wanted to compete with the big brewery in Queensland at the time, Castlemaine Perkins, which made the popular XXXX beer. This happened during a time of strong competition in the Australian beer industry in the late 1980s.
Bernie Power decided to start his own brewery in 1988. This was partly because Castlemaine Perkins changed how hotels paid for their beer, making payments due much faster. Power then became determined to create his own beer brand. He hired many talented young brewers from other companies to help him.
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The Rise of Power's Brewery
Power's Brewery quickly became well-known. They sponsored popular sports teams like the Brisbane Broncos and the Cronulla Sharks in the National Rugby League (NRL). This helped their brand get noticed by many people.
By 1991 and 1992, Power's Brewery had become very successful. They had captured about 14% of the beer market in Queensland. This meant that about 14 out of every 100 beers sold in Queensland were from Power's.
Joining Forces with CUB
In 1992, Power's Brewery teamed up with Foster's Group CUB brewery. Bernie Power later said that his brewery was close to closing down when CUB stepped in to help. He eventually sold his company completely to CUB in 1993.
Building a New Brewery
Power's Brewery owned a large area of land in Yatala that was perfect for brewing. After buying Power's, CUB decided to build the largest brewery in Australia on this site. The first beers made by Power's were called Power's Bitter, Power's Gold, and Power's Dry. Today, the CUB brewery in Yatala makes almost all of the CUB beers sold outside of Victoria.
Power's and Sports Sponsorship
Power Brewing's sponsorship of the Brisbane Broncos was very successful. The Broncos, sponsored by Power's, won the 1992 NRL Grand Final. This was a big win for the team and also for Power Brewing.
TV Rights and Market Growth
In March 1992, a person named Andrew Cole helped Power Brewing get the television rights for the NRL games. This meant that Power Brewing's advertisements would be shown during the games on the 9 Network, which was the official broadcaster. This was a big deal because Castlemaine Brewer, who made XXXX beer, had held these rights for a long time. Having their brand seen during NRL games helped Power Brewing reach many potential customers. This increased visibility played a part in their growing share of the Queensland beer market.
