Power's Brewery

Carlton & United Breweries Yatala, formerly Power's Brewery and commonly known as the Yatala Brewery, is a brewery located at Yatala in South East Queensland, Australia. It had its beginnings as an upstart brewery headed by publican Bernie Power to compete against the major Queensland brewery Castlemaine Perkins, specifically XXXX, during the Australian beer wars of the late 1980s. Castlemaine Perkins changed their terms of credit to hoteliers from one month to one week in late 1985, and Bernie Power became determined to brew his own brand. He headhunted a number of brewers from various other beer companies. Power’s eventually commenced operations in 1988, when business mogul Alan Bond took over XXXX.

Power's sponsored the Brisbane Broncos and Cronulla Sharks NSWRL teams. By 1991/2 Power's had claimed roughly 14% of Queensland's beer market until being bought out by Foster's Group CUB brewery. In 1992, Power's entered into a joint operation with CUB. As Bernie Power claimed later, the brewery was close to closure when CUB stepped in. He sold out to CUB in 1993. The entire length of Yatala Road was owned by Power's, and the site was approved for brewing. CUB then set about building the largest brewery in the country. The original beers were Power's Bitter, Power's Gold and Power's Dry. The replacement facility now produces all of the CUB beers consumed outside of Victoria.

The story of Power's Brewery can now be found on Liquid wit-Power's Bitter advertising campaign. Other mentions of the beer can be found on the Foster's lager page and Australian beer page.(1 January 2010) Matt Kirkegaard
Yatala brewery still powering along
Australian Brews News. Cuneiform. Retrieved on 21 March 2015.

The Power Brewing sponsored Brisbane Broncos, won the 1992 NSWRL Grand Final, the telecast rights had been secured in March 1992 b
Andrew Cole
(AKA Adman Andy) using a strategy and tactics that saw long time telecast holder XXXX Castlemaine Brewer lose those telecast rights on the 9 Network, the official broadcaster of the NSWRL in Australia. The sponsorship of the NSWRL gave Power Brewing the necessary coverage to their target market that in part lead to the increase in their market share of the Queensland beer market.
In early 2023 C.U.B released a new full strength label called Power's Ultra Smooth Lager with moderate success, and a few weeks later Power's ultra smooth lager became sponsor of the Gold Coast Suns AFL team by naming a section of their stadium Power's Pocket, effectively bringing the brand back to being associated with Queensland sports teams and making the Gold Coast Suns the second sports team sponsored by Power's.

See also

* Australian pub
* Beer in Australia
*List of breweries in Australia
* 1992 NRL Grand Final

References

External links

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{{Coord, 27, 45, 16.15, S, 153, 14, 4.53, E, scale:195_type:edu_region:AU, display=title
Asahi brands
Carlton & United Breweries
Australian beer brands
Australian companies established in 1988
Food and drink companies established in 1988
Companies based on the Gold Coast, Queensland
Beer brewing companies based in Queensland
Buildings and structures on the Gold Coast, Queensland
Tourist attractions on the Gold Coast, Queensland