Creative agency Richards Rose has taken an equity position in a Sydney-based client, brewery White Bay Beer Co.
The partners didn't reveal commercial details of the "unique arrangement".
However, Richards Rose says it has agreed to an equity and cash partnership to ensure "alignment around ambitions and outcomes".
The creative agency, rather than the usual being an external consultant. says it will be embedded at the leadership table at White Bay Beer.
The deal doesn't stop Richards Rose from working with other alcohol brands.
“We’re big fans of beer and the White Bay team," says Digby Richards, co-founder Richards Rose.
"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."
Richards Rose is exploring all aspects of the brand with the leadership team at White Bay Beer, including identity, range, innovation, brand idea, communications and partnerships.
The brewery started in 2020 just as COVID hit at White Bay, Balmain.
Co-founder Adam Trippe-Smith says he's known and worked with the Richards Rose team for more than a decade.
"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,” he says.
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