Panache Hotel Group Announces
‘The Hotel with No Beer’: Peppers Docklands turns event energy into an F&B oasis
Melbourne, Australia – October 31, November 1, and November 4, 2025 – When Oasis rocked Marvel Stadium last weekend, Peppers Docklands Melbourne found itself starring in its own chart-worthy story – becoming, for one night only, the hotel with no beer.
The Friday night rush took the team by surprise as thousands of concert-goers poured into the Docklands precinct. Within hours, the bar was dry. But by the following evening, the hotel had rewritten the tune entirely – doubling its bar stock, expanding the team, and transforming its outdoor spaces into a vibrant pre-event hub.
“Friday night we were joking that Slim Dusty would’ve been proud – we’d literally become the hotel with no beer,” said Wilson Bao, Chief Executive Officer, Panache Hotel Group. “But rather than miss the moment, our team saw it as an opportunity to do something special. By Saturday, we’d pivoted, scaled up, and turned it into one of our best-performing weekends ever.”
Situated on the concourse of Marvel Stadium, Peppers Docklands is uniquely placed to harness the energy of one of Australia’s busiest event precincts. Panache Hotel Group (PHG), which manages the property, has reimagined its food and beverage offering to make the most of that advantage – firing up outdoor barbecues, adding live music, and creating an authentic pre-event atmosphere that connects guests and locals alike.
The results were immediate. Over the weekend, F&B revenue doubled – most of it generated within a six-hour window around the concerts.
“This isn’t just about pouring more drinks,” Bao said. “It’s about capturing moments. We’ve turned proximity into performance – creating an experience that feels uniquely Melbourne while delivering strong commercial results.”
Since taking over management in 2024, PHG has invested in re-energising Peppers Docklands – from a full refurbishment to the introduction of sculptural LED lighting that syncs with Melbourne’s event calendar. The hotel now shifts mood with the city itself, whether it’s AFL, Formula 1 or another major act lighting up Marvel Stadium.
What started with an empty keg has evolved into a playbook for how urban hotels can reimagine their relationship with nearby venues.
“At Panache, we love proving that innovation doesn’t always come from tech or capital,” Bao added. “Sometimes it comes from a fast pivot, a creative idea, and a great team who know how to make hospitality fun.”
With major sporting events and concerts from Lady Gaga and Ed Sheeran still to come, Peppers Docklands is set to stay on song – and this time, there’ll be plenty of beer to go around.
