Liquorland Hitting off Cricket Australia Partnership with ‘HOWZAT’ Hazy Pale  

With the cricket test season kicking off this Saturday, Liquorland have earned their baggy greens with the release of the Tinnies ‘HOWZAT’ Hazy Pale Ale in celebration of their recent naming as the Official Partner of Cricket Australia for the next four years. 

“Cricket and beer are synonymous with an Aussie summer, and we’re delighted to join forces with Cricket Australia to enhance the drinks experience at The Gabba and help create responsible and long-lasting memories for fans enjoying a day out at the cricket,” said Liquorland’s General Manager of Customer Loyalty, Mia Lloyd.

The HOWZAT Hazy Pale draws inspiration directly from the game: think refreshing citrus and tropical flavours, a mid-strength 3.5% abv, and a smooth clean finish.

"HOWZAT Hazy is a ripper of a beer, refreshing and easy drinking and will no doubt quench the thirst of fans as they come together to watch some world-class cricket," said Tinnies Senior Marketing Manager Brylie Dauparas. 

Vanessa Foo, Cricket Australia Head of Partnerships, is excited about the alliance. 

“We are always in search of ways to enhance the fan experience in a responsible way, which is why we’re thrilled Tinnies has launched a cricket-inspired beer that complements the excitement on the pitch and will help unite fans in their love of the game.” 

To kick off the release, Tinnies has called on all Aussie cricket fans over the age of 18 to submit their best ‘howzat” video to Instagram over the next two weeks, using the hashtag #HOWZATHazyPaleAle and tagging @tinniesbeer. Entrants will be in the running to win one of four Summer Cricket Packs valued at $855. 

“It’s time for fans to step up to the crease and post their best HOWZAT for a shot at some fantastic prizes, including a Kookaburra cricket bat ready for their next game of backyard cricket,” said Brylie Dauparas. 

Also included in the pack are stumps, a ball, a case of HOWZAT Hazy Pale and a Tinnies bucket hat. 

In addition to Cricket Australia, Tinnies has also been named the Official Beer partner of Cricket Victoria, the Melbourne Renegades and Melbourne Stars for the next three years, reflecting the company’s affinity to the game. 

“There’s nothing quite like seeing The Gabba come alive as cricket fans gather in their thousands to witness the iconic Test, and there’s no better way to enjoy it than with a classic Aussie crowd pleaser like the HOWZAT Hazy Pale Ale,” added Brylie. 

"Cricket is one the country’s most-loved sports that has such a massive cultural significance, and Liquorland has a 50-year history of providing Aussies with great value and local drinks. It’s a match made in heaven."

The Tinnies brand, brewed specifically for Coles Group Liquor stores by Brick Lane brewing, has been earning itself significant accolades in the craft beer space, including a gold medal in the 2022 World Beer Awards. 

"Tinnies has been a massive success story across Liquorland, First Choice Liquor Market and Vintage Cellars and we could not be prouder!"

In addition to being sold game-side during the upcoming test match, the exclusive brew will also be available from Liquorland’s online store from the 19th of February.