Carlton & United Breweries has launched The Pub Reopening Ceremony, an epic pub crawl that will travel to pubs across the country to help support them as they re-open.
Beer will flow at events held at every stop, encouraging Aussies to get down to support their local pub after months of severe restrictions that have left many pubs struggling to survive.
The relay kicked off yesterday at Melbourne’s spiritual home of beer, the CUB Brewery in Abbotsford, where CEO Peter Filipovic was joined by Mick Molloy and AFL legends Nick Dal Santo and Campbell Brown to officially light the custom-made Tap Torch that will travel to pubs across the country throughout a three-week tour.
Following the lighting of the Tap Torch, Filipovic – dressed in an official beer-inspired tracksuit – officially passed the torch on for it to travel to the first stop of the relay at Melbourne institution The Espy.
From there, the torch will travel through Victoria before making its way to NSW, QLD, WA and SA. The relay will bring good times plus a free keg to every pub it visits, reinforcing the pub’s position at the heart of local communities.
A team of official Tap Torch ambassadors will join the campaign as it travels across the country, helping run the Tap Torch to the pubs and communities across the country.
The initiative is an extension of CUB’s For The Love of Your Local campaign, which aims to raise $2 million for pubs across the country to aid in the recovery of Australia’s pub industry.
CUB CEO Peter Filipovic said that as restrictions continued to ease across the country, now more than ever we need to encourage Australians to head back to the pub to support their local.
“We’re thrilled that pubs are beginning to re-open across the country, and what better way to celebrate than with an official re-opening ceremony and a national pub crawl. We hope that this campaign helps shine a spotlight on the brilliant pubs across the country and encourages Australians to head back to their local and support the pubs that are at the heart of their communities.”
The Espy co-owner, Matt Mullins, added, “This has been a devastating period for the industry, but we’re starting to see the light at the end of the tunnel. Initiatives like this are important in encouraging patrons to safely return to pubs and clubs as the industry gets back on its feet.”
People can find more details about The Pub Reopening Ceremony and support their local by visiting loveofyourlocal.com.au and nominating their favourite venue, then buying a pint of CUB beer using their credit card or PayPal account, with the funds going to the venue directly. CUB then matches that support with a free pint to the patron after the venue re-opens, making it a win-win for pubs and clubs as well as for beer lovers.
Lauren Hunt | E: email@example.com | M: +61 423 541 802
NOTES TO EDITORS:
The pub relay will be heading to the following venues and locations:
The Espy (St. Kilda)
Red Lion (Ballarat)
Blazing Stump (Wodonga)
Cobargo Hotel (Cobargo)
The Orient (Sydney)
Queens Wharf Brewery (Newcastle)
Settlers Inn (Port Macquarie)
The Australian Hotel (Ballina)
Northcliffe Surf Club (Gold Coast)
The Plough Inn (Brisbane)
Geraldton Golf Club (Geraldton)
The Shoe Bar (Perth)
Kalgoorlie Hotel (Kalgoorlie)
Exchange Hotel (Gawler)
The Port Club (Adelaide)