Carlton Draught surpassed by 4 Pines on tap at SCG
Carlton Draught is no longer the drink of choice at the SCG — in a sign that hipsters are taking over the venerable establishment, craft beer sales are surpassing old-fashioned lagers.
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Carlton Draught is no longer the drink of choice at the SCG.
In a sign that hipsters are taking over the venerable establishment, craft beer sales are surpassing old-fashioned lagers.
During the Ashes, the SCG trialled 4 Pines craft beer on tap and said was surprised the craft brew outsold Carlton Draught — which is traditionally the highest selling draught beer at the stadium.
It’s one of the reason it opened a dedicated craft beer bar this week.
The 4 Pines bar is in the member’s area and its brews will also be available at select bars across the stadium.
General manager of events Stephen Saunders said it’s not just young hipsters ordering craft beer.
“It’s older consumers as well as a younger demographic,” he said.
“Drinkers are more sophisticated and you can see that in pubs around the country with the variety on offer. We want people to spend as much time as possible at the SCG so we are replicating the pub experience.”
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Traditionally, the only draught beer served within the SCG was Reschs.
Craft beer was served from 2014 when the Noble Bradman stand was built.
4 Pines co-founder Jaron Mitchell said craft products are reflective of consumers tastes.
“Years ago we had cheddar cheese on white bread and a range of domestic lagers, there were several brands but the product was homogenous,” he said.
“You only have to look at all sorts of food such as bread, wine and cheese which have diversity and richness in flavour. There’s almost no limit to what people are seeking out and beer is no different.
“What breweries like us are trying to do is introduce people to a wide range of flavours.”
He “reckons it’s awesome” that 4 Pines now has a dedicated bar in one of Sydney’s most iconic venues.
“I was floored throughout the Ashes when we were the highest selling beer among these legacy brands that have been around for 100 years,” he said.
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