While Geelong and Sydney fans agonise about their team’s chances on Saturday, those making the pilgrimage to the MCG need not worry about going thirsty.

That’s because more than 100,000 litres of Carlton Draught, Great Northern and craft beer are currently being chilled at the ‘G ahead of the stadium’s first Grand Final since 2019.

Carlton & United Breweries has delivered the fresh beer in around 1500 kegs and thousands of cans and stubbies straight from the famous Abbotsford Brewery and down Punt Road to the ‘G.

While the record for Grand Final beer sales was when Richmond broke their premiership drought in 2017, this Saturday promises to be the G’s biggest one-day event since the pandemic hit.

CUB’s Head of Classic Brands, Hayden Turner, said about 75,000 litres of beer consumed at the Grand Final would be Carlton Draught, followed by mid-strength Great Northern Super Crisp.

“Beer sales at the MCG reflect the public’s changing preferences for more mid-strength beers, which comes as Australians consume alcohol more responsibly,” he said.

“Mid-strength options are increasingly popular and will be sold at the ground on Saturday. Craft beers such as Mountain Goat, Balter, 4 Pines and Pirate Life will also sell well.

“With a capacity crowd expected on Saturday, it will be a fitting end to a year in which footy crowds and beer sales roared back to life. Regardless of whether you’re at the ‘G toasting to success or commiserating post-match, rest assured supply of beer will be
plentiful.”

All MCG bar staff practice responsible service of alcohol, which CUB wholeheartedly supports.

It’s not just the MCG preparing for an influx of beer-loving footy fans. Pubs across Melbourne and Geelong will also enjoy huge trading, with most stocking up ahead of the big day.

The London Tavern and The Precinct Hotel, both a stone’s throw from the ‘G in Richmond, are set to serve at least double the amount of beer they’d sell during a normal Saturday game at the ‘G.

It’s a similar story in Geelong and the old Sydney-heartland of South Melbourne. The Cremorne Hotel in Geelong and the Rising Sun in South Melbourne will also both double their trade on the day.

For more information contact Simon Pristel at HeadlinePR on 0412 393 433 or simon@headlinepr.com.au

Asahi Beverages has been busier than usual brewing – but not just beer. The team behind some of our most-loved alcohol and no-alcohol brands has been busy brewing up once-in-a-lifetime experiences for Australians to enjoy through Asahi Super Dry’s status as a Worldwide Partner and the Official Beer of Rugby World Cup 2023.

The world’s third largest sporting event will attract an anticipated viewing audience of nearly 860 million viewers when it kicks off in a year’s time (8 September to 28 October 2023) in France.

Through its inaugural partnership, Asahi Super Dry drinkers can win double tickets and hospitality at stadia in France as well as once-in-a-lifetime, behind the scenes and on-field experiences that general ticket holders won’t have access to.

With one year to go until kick-off, Asahi Beverages Group CEO Robert Iervasi says excitement is building as we continue to bring enjoyment and connections to life through Asahi Super Dry and Rugby World Cup 2023.

“Our own team is very excited to be involved with Rugby World Cup 2023 in France, rugby’s most prestigious tournament, as a Worldwide Partner. We share rugby’s passion and core values and are looking forward to activating and creating truly lifelong memories for not only those that attend the tournament in person, but who follow it with friends and family at bars, clubs and at home here in Australia.”

The 2023 partnership follows a record-breaking Rugby World Cup 2019 in Japan and reflects Asahi Beverages’ ambition to introduce more consumers to Asahi Super Dry, which was launched the same year as the first Rugby World Cup tournament in 1987. It will be the first time a Japanese brand has joined the Rugby World Cup commercial family.

Asahi Super Dry is growing quicker than the overall premium beer market in both Australia and New Zealand and its support of Rugby World Cup 2023 is expected to lift demand and awareness even higher.

For more information please contact:
Reid Sexton reid.sexton@asahi.com.au

New multi-media campaign Beyond Expected set to drive category growth, and connect even more consumers with Japan’s No.1 beer

Asahi Super Dry, Japan’s No.1 Beer, is bringing the refreshing taste of modern Japan to Australia with a multi-channel advertising campaign to air nationally across TV, VOD, digital and OOH channels from this weekend.

No city is more alive than Tokyo. Around every corner, through every door, there’s something unexpected. Solidifying the brand as a global icon of progressive Japan, this idea is at the core of Asahi Super Dry’s new core comms campaign – Beyond Expected – which invites our audience to go beyond the ordinary and keep exploring new ideas and experiences. In the campaign’s key hero film, Asahi Super Dry takes consumers on a journey exploring the unexpected and vibrant world of modern Japan.

Showcasing the unique crisp, ‘super dry’ taste of Asahi Super Dry, Beyond Expected is the largest campaign in the brand’s history and is supported with significant investment to build on the beer’s growth in recent years. In the last two years alone, the brand has grown almost 20% in volume across retail and on-premise channels in Australia combined.

Inspired by dry sake, Japanese master brewers redefined the beer category when they introduced the world’s first super dry beer in 1987. Dry and crisp with a quick, clean finish, it leaves you refreshed and ready for the next sip, next bite of food, or next discovery. The Beyond Expected creative centres on the consumer expectation of what typical beer should taste like and how Asahi Super Dry offers a unique super dry taste that’s like no other.

Kym Bonollo, Head of International Brands at Asahi Beverages, said: “The world we live in has changed and this is reflected in the way consumers are seeking enriching drinking experiences, both in and out of the home. Asahi Super Dry continues to see strong growth across on- and off-premise and its unique, refreshing taste coupled with strong provenance is testament to its popularity amongst drinkers. As a brand, our philosophy is you get the most out of life not by following the path, but by exploring and re-inventing the future. There’s no country in the world that does this better than modern Japan.”

Media contact: Simon Pristel, Headline PR, 0412 393 433

Asahi Super Dry Brand Team – Australia:
General Manager, Marketing: Nicole McMillan
Head of International Brands: Kym Bonollo
Marketing Manager: Edwina Murphy
Brand Manager: Monique Di Gregorio
Assistant Brand Manager: Yayoi Akiyama

ENDS

Carlton Draught has delivered on its promise to launch a limited-edition “#Baggers22” Carlton Draught cans in time for the club’s most important home-and-away game in at least a decade.

In a last-ditch effort to rally the Blues faithful ahead of what could be the club’s first AFL Finals series appearance since 2013, fans are expected to rush to get their hands on a case in time for the do-or-die clash at the MCG on Sunday.

After putting the call out on social media channels after the Blues beat Fremantle to go 10-4, Carlton Draught promised to release the #Baggers22 can if they received 10,000 likes.

The post subsequently amassed over 37,000 likes and so a limited-edition production of 5,000 cases went on sale at 7 pm last night.

#Baggers22 cans are available for $58 exclusively through the Carlton Draught Merch Store www.carltondraught.com.au.

Carlton & United Breweries Classic Beers Director, Hayden Turner, said the #Baggers22 Carlton Draught cans will provide Blues fans more reason to celebrate if they beat archrivals Collingwood on Sunday.

“After being inundated with responses, we can’t wait to see thousands of Carlton fans celebrate their return to the finals with a Carlton Draught in hand if they beat Collingwood,” he said.

“We expect the cans to be extremely popular. If Carlton win on the weekend, fans will be riding the wave of finals football with the limited-edition brew.”

Carlton legend Stephen Kernahan said: “These are great cans befitting a great football club.

“Like many other Carlton fans, I can’t wait to toast the boys’ success this weekend against the old enemy with a #Baggers22 can.”

Carlton Cans photos

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For more information please contact: plucarelli@tlaworldwide.com

Victoria Bitter is rewarding hard work in new ways with the launch of a brand-new grooming range, VB for Men.

VB has brewed up a knock-off defining range featuring products designed to refresh, relax and restore after a hard day on the tools. With grooming products containing freeze-dried VB, blokes around Australia can now reward much more than their thirst.

Products include VB exfoliating scrub to wash away the dirt and grime from the worksite, VB bath frothy to soak hard working muscles and a VB face moisturiser to restore the skin after it’s knocked off for the day.

VB Marketing Manager, Marc Lord said, “The VB for Men range gives blokes all the tools they need to avoid using their partner’s products and start a grooming regime of their own.
“The products have been designed to make grooming simple and accessible; from men new to the category through to those who know their scrubs from their serums.”

Brand ambassador and former NRL star Beau Ryan said, “For the good of my fellow men, I did the right thing and tested out every product in the range.

“The VB face mask is the winner for me. They’re man-sized and built to fit a head as big as mine! Better yet, they’re shaped for beards with a detachable bottom half. One might even suggest this masterful design has sipping an ice-cold stubby in mind.”

Launching just in time for Father’s Day, the grooming kit includes selected products from the range and is available from the VB store and Chemist Warehouse for $59.99.

The full product range is also available exclusively from Chemist Warehouse, with products starting from $5.99.

Media assets for editorial use can be downloaded from the links below:
• How To Videos featuring Beau Ryan available here
• Video News Release including quotes from Marc Lord, Beau Ryan and Bryan Fletcher along with campaign content here
• High-res imagery of the VB for Men grooming kit and product range here

ENDS –
For interview requests with a VB or Chemist Warehouse spokesperson please contact TLA:

Ivana Bogut
ibogut@tlaworldwide.com
0478 072 377
#VBForMen @victoriabitter

One of Sydney’s leading craft breweries has released its own take on Australia’s newest beer style: Aussie Wheat Ale.

Brewers from 4 Pines are helping to pioneer the new beer – which has been tailored specifically to Australian tastes using wheat grown right here by Aussie farmers.

It was a no-brainer that Aussie Wheat Ale needs to be light and bright, with a fresh and zesty aroma, while staying approachable and refreshing.

4 Pines Head Brewer, Andrew ‘Tweeds’ Tweddell, said their take on Aussie Wheat Ale was a contemporary twist on the traditional wheat beer, using locally grown wheat and techniques to create a flavour profile that will appeal to modern beer lovers.

“Australian wheat is widely regarded as some of the best wheat in the world,” he said.

“4 Pines Aussie Wheat Ale pours light in colour, with a slight haze that reminds you of golden days, and is light and sessionable with low bitterness and a pleasant fruitiness. It’s the perfect beer for modern Aussie beer drinkers.”

Wheat growers Paul and Helen Barclay, who farm at Curyo in Victoria’s Mallee, supply wheat to Joe White Maltings for the new 4 Pines Aussie Wheat Ale.

Paul said they have been producing malt wheat for more than 30 years and seeing it turned into products like Aussie Wheat Ale “is what it’s all about”.

“It’s fantastic to see Australian-grown wheat being used in a product like this – turning Aussie grain into beer that is now hitting Aussie shelves,” Paul said.

“There are a lot of good beers out there, but this one stands out.”

Some of Australia’s most well-known breweries Matilda Bay, Mountain Goat, Pirate Life and Green Beacon Brewing Co have all come up with their own unique take on the new Aussie Wheat Ale style.

Each of these breweries is part of the Carlton & United Breweries family.

4 Pines Aussie Wheat Ale is available now at Dan Murphy’s and BWS stores.

Aussie Wheat Ale photos

Media enquiries – HeadlinePR: Lisa Gilbert 0412 822 673

Melbourne City FC can today announce an exciting new partnership with Asahi Super Dry, as the Club’s Official Beer Partner.

This new multi-year deal will put Melbourne City fans at the heart of the partnership with a strong presence at AAMI Park and through a series of giveaways and competitions.

The deal also sees Asahi Super Dry become the Official Beer Partner of three other City Football Group clubs; Manchester City, Yokohoma F. Marinos and Sichuan Juiniu.

The brand’s new moderation choice, Asahi Super Dry 3.5% will be available for purchase for not just all City home games, but a host of events at AAMI Park from the start of the 2022/23 season.

In conjunction with Asahi, we will soon be announcing some exciting campaigns where City fans will be able to win tickets, merchandise and premium stadium experiences.

Melbourne City CEO, Brad Rowse said: “We are really excited to be welcoming Asahi Super Dry as our new Official Beer Partner.

“Asahi is a premium product and perfectly complements our fans’ tastes and lifestyle. We have already started to work with the team at Asahi on how we can expand the traditional boundaries of sport sponsorship and deliver several exciting experiences for our fans.

“It is also encouraging to see Asahi Super Dry coming onboard with multiple clubs across City Football Group, allowing us to further showcase and build the strength of the brand around the world.”

Carlton & United Breweries CEO, Danny Celoni said: “We are excited to start giving Melbourne City fans a taste of modern Japan, and to be finding new and exciting ways to connect this sponsorship to our customers to ensure we continue to drive category expansion.

“Asahi Super Dry is Japan’s No.1 beer and is brewed with precision to the highest quality standards, under the supervision of Japanese master brewers.

“It is wonderful to partner with a club that shares our commitment to excellence. We are constantly innovating at Asahi Beverages and look forward to elevating the fan experience at Melbourne City.”

Asahi Beverages Media Contact: reid.sexton@asahi.com.au
Melbourne City FC Media Content: dan.mellios@melbournecityfc.com.au

About Asahi Beverages

Asahi Beverages operates across Australia and New Zealand with three Business Divisions: Asahi Lifestyle Beverages (non-alcohol in Australia), Carlton & United Breweries (alcohol in Australia) and Asahi Beverages NZ (alcohol and non-alcohol in NZ).

It has manufacturing plants in all Australian states and in New Zealand. Asahi Beverages makes and distributes some of Australia’s and NZ’s most loved drinks.

Our leading alcohol range in Australia includes Asahi Super Dry, Carlton Draught, Victoria Bitter, Great Northern, Carlton Dry, Pure Blonde, Cascade, Peroni, 4 Pines, Mountain Goat, Pirate Life, Balter, Green Beacon, Somersby Cider, Riot Wine, Vodka Cruiser and Lexington Hill cocktails. We also proudly import and distribute Corona beer.

Our diverse range of non-alcohol drinks includes leading brands such as Schweppes, Solo, Cottee’s, Cool Ridge water and Spring Valley and Charlie’s juices. We also proudly manufacture and distribute under licence Pepsi, Mountain Dew, Sunkist, Gatorade, Lipton Iced Tea and Kombucha.

About Melbourne City Football Club

Melbourne City Football Club is a professional football club that competes in the major Australian domestic competitions, the A-Leagues.

The Club, formerly known as Melbourne Heart FC, was established in 2009, inspired by a vision for a broad-based community team, celebrating cultural diversity and sporting passion through football.

Becoming known as Melbourne City FC in 2014, the Club is wholly owned by the City Football Group and plays its home games at AAMI Park, a 30,000-capacity stadium in the heart of Melbourne’s sporting precinct.

Since its inception, the Club has built a reputation as one of Australia’s best on and off the pitch with a proud history of youth development and on-pitch success for both men’s and women’s teams.

Melbourne City has secured several trophies in recent years with an A-League Men’s Championship (2020/21), two A-League Men’s Premierships (2020/21, 2021/22) and one FFA Cup (2016).
The women’s team, which formed in 2015, have been crowned A-League Women’s Champions four times (2015/16, 2016/17, 2017/18, 2019/20) as well as A-League Women’s Premiers twice (2015/16, 2019/20).

Managed by Club legend, Patrick Kisnorbo, the Club’s training and administrative base is now located at Casey Fields in Melbourne’s southeast – following a relocation from the Club’s former training ground, CFA Melbourne (Bundoora) in July 2021.

This July, Peroni will relaunch its moderation portfolio of non-alcoholic (0.0%) and mid strength (3.5%) beers in Australia, under the Masterbrand of Peroni Nastro Azzurro, continuing to deliver the same Italian passion and flair to customers.

Launching in Europe in April this year, Peroni Nastro Azzurro 0.0% and Peroni Mid Strength 3.5% are crafted using the signature Nostrano dell’Isola maize, grown exclusively for Peroni in the north of Italy, creating the same uplifting Italian taste.

Birra Peroni has implemented technology in its Rome brewery to enable Peroni Nastro Azzurro 0.0% to match the flavour profile of signature beer, Peroni Nastro Azzurro, which has been brewed since 1963. This technology allows the signature base recipe and ingredients of Peroni Nastro Azzurro to be used, and only after the characteristic aroma and taste profile of Peroni Nastro Azzurro is fully developed, is the alcohol gently removed to deliver the crisp and refreshing Italian taste.

Australians still love a drink but are consuming beer in an increasingly responsible way, with Australian alcohol consumption at historic lows. These new Peroni beers cater to Australia’s evolving tastes, allowing lovers of premium beer to moderate their alcohol consumption while still enjoying the full and distinctive Peroni flavour.

Kym Bonollo, Head of International & Craft at Asahi Beverages, says: “Peroni Nastro Azzurro 0.0% and Peroni Mid Strength 3.5% will replace Peroni Leggera and Peroni Libera throughout Australia, giving beer lovers a more authentic Peroni taste.

“This launch has been a true global partnership between the local Australian team, our global team in London and our home team at Birra Peroni, Italy to develop these incredible and, might I say, refreshing brews. More than ever, we are all moderating our choices, but we shouldn’t have to compromise on taste. The redevelopment of our moderation portfolio to bring the uplifting taste of Peroni Nastro Azzurro to more consumers is a simple but positive one for our future.”

Peroni Nastro Azzurro 0.0% will also replace Peroni Libera 0.0% in partnering with the Aston Martin Aramco Cognizant Formula One™️ Team and will appear across the car and all team kit, with the all-new 0.0% beer set to be served at prestigious events across the global Formula One™️ calendar.

The Peroni Nastro Azzurro 0.0% launch in the Australian market will be supported by a campaign above the line across TV, video on demand, out of home, digital and social channels from September 2022. The beer will be available through retail and on-premise venues.

Asahi Beverages is committed to providing more options for beer drinkers to moderate their alcohol consumption. Already, 29% of Asahi Beverages’ beer sales are from no, low, and mid-strength beer.

For more information about the contents of this document, contact Anna Shaw, 3 Degrees Marketing ashaw@3dm.com.au

Asahi Super Dry has launched ‘Asahi Super Dry 3.5%’, a new mid-strength beer with the unmistakable Karakuchi flavour of its full-strength counterpart.

Asahi Super Dry 3.5% offers a crisp and refreshing alternative to the full-strength beer and, with its distinctive branding, is more likely to be recognised as a mid-strength offer versus Asahi Soukai, which it is replacing.

Since launching in 1987, Asahi Super Dry has become Australia’s favourite premium Japanese beer. Now, with Asahi Super Dry 3.5%, Australian beer lovers can enjoy the same crisp and refreshing taste they’ve come to love while moderating their alcohol consumption.

Mid-strength beers are increasingly popular in Australia and, with Asahi Super Dry 3.5%, there’s even more reason to enjoy a mid-strength option.

“Asahi Super Dry has continued to accelerate its growth in the Australia market,” said Monique DiGregorio, Brand Manager Asahi Super Dry. “With this growth, ensuring we have the right approach to our moderation portfolio is crucial. The transition of our mid-strength Asahi beer to the ‘Super Dry’ taste profile is a positive step locally and globally to achieve this. This transition is also reflected in the name and packaging. We’re confident that Asahi Super Dry 3.5% will be enjoyed by anyone who loves the original but who is looking to moderate their alcohol consumption.”

The launch of Asahi Super Dry 3.5% in the Australian market will be supported by a campaign above the line across video on demand, out of home, digital and social channels from August 2022. The beer will be available through retail and on-premise venues.

Asahi Beverages is committed to providing more options for beer drinkers to moderate their alcohol consumption. Already, 29% of Asahi Beverages’ beer sales are from no, low and mid-strength beer.

For more information about the contents of this
document, contact Anna Shaw, 3 Degrees Marketing
ashaw@3dm.com.au

Victoria Bitter has partnered with Dan Murphy’s to bring its first-of-a-kind Solar Exchange program to more Aussie households, allowing beer lovers to collect their hard-earned solar slabs in-store.

The Solar Exchange program, launched in 2021, enables Aussies to exchange the credit on their power bill from generating excess solar for VB via Diamond Energy.

From today, every $30 worth of credit can now be exchanged for a carton of 24 VB cans or bottles – or a 30-pack carton of VB cans – at participating Dan Murphy’s stores.

VB and Dan Murphy’s will continue to grow the number of participants in the Solar Exchange program, with over 1 million beers expected to be exchanged over the next 18 months.

Hayden Turner, Head of Classic Brands at Victoria Bitter, said: “This Australia-first program was launched as a way to thank those who have made an effort to go solar with some hard-earned VB, and we’re excited to partner with Dan Murphy’s and bring the program to even more Aussie households. It’s a great deal for beer lovers and a great deal for the environment.”

The partnership will see all existing Solar Exchange accounts also able to collect their slabs from their local Dan Murphy store.

Dan Murphy’s National Renewal Operations Manager Tyson Holbery said: “We are passionate about sustainability at Dan Murphy’s, which is why we are so excited to partner with VB on their solar exchange program. With energy prices at an all-time high, there’s never been a better time for Aussies to switch to solar – and thanks to this program, customers can get rewarded with great brews.”

The VB Solar Exchange program was launched as part of Asahi Beverages’ ambitious sustainability plan, including a commitment to source 100% renewable electricity by 2025. In 2018 CUB, which is now part of the Asahi Beverages family, adopted renewable energy as the way forward with the signing of a 12-year Power Purchase Agreement for 74,000 MWh per year of renewable energy from the giant solar farm outside Mildura.

With 258 stores in its fleet, almost 20 per cent of Dan Murphy’s stores now have solar panels, a significant milestone that has been achieved in just three years.

Dan Murphy’s is part of Australia’s leading drinks and hospitality business Endeavour Group. As outlined in the company’s sustainability strategy, A positive imprint, made together, Endeavour Group has committed to reducing its environmental impact, including sourcing 100% renewable electricity by 2030 and having net zero emissions by 2050.

To apply for the program, energy consumers with solar excess need to switch their electricity retailer to Diamond Energy and agree to the VB Solar Exchange terms and conditions*.

The program is available to residential householders only, with spots available for residents of VIC, NSW, QLD (Energex customers only) and SA. There is a cap of 24 on the total number of cartons that can be earned during the program per 12-month period.

Further information, including eligibility requirements and terms and conditions, are available online at www.VBsolarexchange.com.au

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For more information contact
Melanie Campbell
0468 309 452 | melanie.campbell@clemenger.com.au

About VB’s commitment to renewable energy:

In 2020, VB put the sun to work when it became entirely brewed with 100% offset solar energy. VB’s Solar Exchange takes this a step further by enabling Australian households to exchange their offset solar credits for VB.

The VB Solar Exchange program builds on the brand’s commitment to the environment and a greener future, and on its belief that hard work – in the form of your hard earned solar – can be used to earn you a big cold beer.

About Dan Murphys:

Dan Murphy’s is the destination for the widest range of drinks discovery in Australia at the best prices. Discover over 4000 different wines – local, imported, aged and rare – as well as a huge range of local and imported craft beer, spirits, zero alcohol drinks and more.

About Diamond Energy:

Diamond Energy is an Australian-based, retail electricity company and renewable energy generator, operating since 2004, receiving a 5-star rating in the latest Greenpeace’s Green Electricity Guide.

They are committed to helping customers save energy and save on their bills. Their Australian based team specialise in helping customers get the most out of solar and making solar accessible to all. They also provide competitive rates and ongoing discounts that don’t disappear or reduce solar feed-in credits.

www.diamondenergy.com.au