In a significant shift in alcohol policy, Optus Stadium in Perth will begin serving full-strength beer to all attendees, not just those in corporate boxes. Starting March 21, when Fremantle faces Melbourne in the AFL’s second round, fans with general admission tickets will have access to stronger brews. This change aligns Optus with other major venues like the MCG and SCG.
Cricket enthusiasts attending Big Bash League matches will also enjoy this new offering, though Test matches and One Day Internationals will continue to serve only mid-strength beer. Concertgoers at Optus Stadium will similarly benefit from the new policy.
Historical Context and Policy Reversal
The decision marks a stark reversal from the stance held by the Labor Government when it first took office under Mark McGowan in 2017. At that time, the government argued for a uniform mid-strength beer policy across all areas of the stadium, including corporate boxes. McGowan personally advocated to the WA Liquor Commission for this restriction to promote safety and responsible drinking.
“I have a view that if there’s going to be mid-strength for the crowd there should be mid-strength for the people in the boxes. I don’t think it should be a two-tiered system,” McGowan stated in 2017.
Initially, the WA Director of Liquor Licensing permitted full-strength beer only in premium hospitality areas, a decision supported by then Health Minister Roger Cook. Cook emphasized the importance of protecting attendees and promoting moderate drinking behaviors.
Government’s Current Position and Rationale
The Cook Government, now in power, justifies the policy change as a move to enhance the fan experience, citing a comprehensive review and consultation process with law enforcement and health departments. According to Sports Minister Rita Saffioti, the new policy is designed to offer more choices while maintaining safety and responsible service as top priorities.
“Optus Stadium has proven itself as a world-class venue that showcases Perth to the world, and these changes are about continuing to deliver the best possible experience for fans by offering more choice,” Saffioti said.
The government retains the flexibility to adjust alcohol policies based on the nature of events, with Cricket Australia, for example, opting to restrict full-strength beer during Test matches.
Industry and Public Reaction
The shift has been welcomed by key stakeholders, including Optus Stadium CEO Mike McKenna and Gage Roads Brew Co., the stadium’s beer supplier. McKenna expressed pride in enhancing the fan experience, while Aaron Heary of Gage Roads highlighted the positive impact of offering full-strength beer across the venue.
“We’re really proud to continue our focus on improving the fan experience at Optus Stadium and are pleased the Government has made the decision to support the change to the drinks offering in general admission areas,” McKenna noted.
However, the policy change is expected to spark debate among the public, particularly concerning the potential impact on family-friendly environments at sporting events. Critics argue that allowing full-strength beer could lead to increased alcohol consumption and associated risks, especially in settings where children are present.
Looking Ahead
As Optus Stadium prepares for the upcoming AFL season with this new policy, the focus will remain on ensuring responsible drinking practices. The government and stadium management plan to implement strict service protocols, additional staff training, and effective patron management to mitigate potential issues.
The evolution of alcohol policies at major sporting venues reflects broader trends in balancing fan enjoyment with safety and responsibility. As these changes take effect, stakeholders will closely monitor their impact on both the fan experience and public safety.
