Footy fans at Marvel Stadium will get free midsection massages for the rest of the home and away season to help celebrate Carlton Dry’s 3.5% mid-strength beer.

The stress-busting offer encourages fans to “embrace the mid” and is available to anyone who buys a Carlton Dry 3.5%, with a qualified masseuse on hand to help melt fans’ footy fears away. Importantly, the back massages will not disrupt fans’ ability to watch the footy, with the massage table and waiting chairs each equipped with a tablet to stream the match

The offer launched at the Round Six Good Friday match between North Melbourne and Carlton, situated inside Gate Eight at the top of the escalators on level two.

The massages last about five minutes and will be performed over clothes.

Essendon midfielder Zach Merrett was joined by Essendon fans earlier in the week to look at the set-up, saying it could be the comfiest seat in the house to watch the game this coming Thursday against North Melbourne.

Essendon midfielder Zach Merrett said:

“This Carlton Dry activation will be perfect for anyone that needs some tension relieved during the footy. Watching your team can be stressful, so it’s tremendous fans can melt away some of the tension with these free massages. But if you’re team’s down by 10 goals at half time, you might need a bit more than a massage to ease your worries!”

Carlton Dry 3.5% gives beer lovers the refreshingly crisp taste of Carlton Dry but with less alcohol.

In October, it was revealed it had become Australia’s number 1 selling new beer as beer lovers increasingly moderate their alcohol consumption.

Jessica Johnson, Marketing Manager of Carlton, said:

“Following the successful launch of Carlton Dry 3.5% last year, we knew the opportunity existed to grab the attention of fans at a place where mid-strength beer is extremely popular – AFL matches.

“Free midsection massages tie directly into embracing the mid and encouraging fans to drink mid-strength beers more often. We’ve seen the success of this beer in the market and want to continue the momentum of consumers purchasing Carlton Dry 3.5%, even if that is at the footy before receiving a massage.”

-ENDS-

For any media enquiries, please contact TGI Sport on behalf of Carlton & United Breweries:

Billy Cooke M: 0452 461 499 E: bcooke@wildcard-tgi.com.au

Aaron Buxton M: 0422 579 820 E: abuxton@wildcard-tgi.com.au