Coles Liquor has announced a new collaboration project with Brewmanity Beer Co that will see it donate more $70,000 to the Big Freeze Ten campaign by FightMND, a charity funding research into effective treatments and cures for Motor Neurone Disease (MND).
2024 marks the second year of the partnership, which saw Coles Liquor raise $283,000 for FightMND in 2023. Coles Liquor Group CEO Michael Courtney is hopeful 2024 will top this figure.
“In 2023, the first year of the partnership we fundraised more than $283,000 for FightMND, and we’re confident our efforts this year will take us to a new milestone,” he said.
“It’s incredibly special to partner with Brewmanity and FightMND to encourage Aussies to fight the disease with action not words, in the famous words of Neale Daniher.”
Neale Daniher, the former coach of the Melbourne Demons AFL Football Club and sufferer of MND, inspired the 2014 establishment of Brewmanity, the independent brewery founded by former Demons captain David Neitz that reinvests a percentage of its profits into MND research.
“We’re proud to push the boundaries of what traditional beer tastes like, and in the tenth year of the Big Freeze we’ve brewed a beer specifically suited for Neale,” said Neitz.
“We know our latest brew will be enjoyed by all Aussie punters while they don their Big Freeze 10 Beanies this winter.”
The Big Freeze beanies will also be sold throughout Coles Liquor stores nationwide at an RRP of $25, with 100% of the proceeds going directly to FightMND. General Manager of Partnerships of the FightMND charity Ilana Goldman said they are “grateful to be extending our strong relationship through the support of Coles Liquor.”
The Brewmanity Ice Cold Lager is a Coles Liquor exclusive and has an RRP of $14. Both the beanie and the beer will be available across Liquorland, First Choice Liquor Market and Vintage Cellars stores nationwide from today up until 18 June. Customers will also be able to make direct donations to FightMND from Coles Liquor stores.
“From Wednesday 22nd May until Sunday 16th June, customers can also donate to FightMND at any Coles Liquor register,” said Goldman.
“For our customers wanting to make a difference, they can make a $2 donation or a donation to a sum of their choice at the checkout,” added Courtney.
