AFL final to inject “no less than $70m.” This is how liquor is activating

Tomorrow, Sydney Swans and Brisbane Lions will be competing for the AFL premiership in an event that is expected to attract more than 400,000 fans to Melbourne. Despite the fact that no Victorian team is competing, RMIT expert Dr Angel Zhong estimates that "visitors, along with excited locals, are estimated to inject no less than $70 million into the local economy.

"The AFL grand final is a significant economic event for Melbourne, especially this year, due to the influx of interstate travellers from Sydney and Brisbane,” added Zhong, who is an Associate Professor in Finance at the RMIT.

This presents a major opportunity for brands and hospitality groups hoping to capitalise on the crowds. Some of the highlights for 2024 are as follows:

Carlton Draught and The Butcher Club bring back Carlton Draught sausages

Carlton Draught has once again partnered with The Butcher Club for the release of its limited-edition beer infused sausages. The snags, which are made by father-and-son butchers Peter and Corey Robinson, use just a splash of Carlton Draught balanced with a blend of spices and meal.

“During September there are three things that matter – football, barbecues and beer. Carlton Draught has been the official AFL footy beer for decades, so this really is the perfect football snack,” said Ben Eyles, Head of Beer at Carlton & United Breweries.

“Barbies across the state fire up, the onions are fried, the snags go on, and cold, fresh beers are cracked. The only thing left to do is kick back and wait for the first bounce.”

Butcher Corey Robinson added, “our Carlton Draught sausage was an instant hit when we first brought it out. We thought it would be a one off, but we get asked about them almost every day, so our beer sausages are back for a third year, and they’re better than ever. They are made to enjoy alongside a cold Carlton Draught.”

Bird in Hand backs the Swans

Bird in Hand, official wine partner of the Sydney Swans, has launched 150 special edition cases of its 2016 Nest Egg Cabernet Sauvignon. Included in each case are six bottles dedicated to different pivotal moments from the Swans’ legacy, starting with the club’s 1874 founding in

South Melbourne and finishing with last year’s 150th anniversary.

“We are proud to present these limited-edition wines in collaboration with the Sydney Swans,” says Andrew Nugent, Co-Founder of Bird in Hand.

“The sets unite iconic moments from the club’s 150-year journey with one of our exclusive wines from the pinnacle Nest Egg collection.”

Each limited edition case includes six bottles and retails at $900. To purchase or to learn more, click here.

Coles Liquor and Menulog kickstart partnership with footy finals promo

Coles Liquor and Menulog have announced a partnership that will see more than 650 Liquorland, First Choice Liquor Market, and Vintage Cellars stores added to the on-demand delivery service’s network. To help kickstart its launch, Menluog is offering 30% off orders from selected Coles Liquor stores - excluding WA, SA, NT and Tas - from 9 September to 6 October.

“This footy finals season, we want our customers to focus on the big game, and to leave the catering to us,” said Morten Belling, Managing Director at Menulog.

“Whether it’s a pizza, some burgers, ice-cold beers or your favourite premix cans for the game, we’re here for the fans.”

Read more here.

Squealing Pig’s timely billboard launch

Squealing Pig has launched a custom Lesbian Pride Label and Mardi Gras sponsorship in what Treasury Wine Estate describes as a timely OOH build coinciding with the footy final.

DrinkWise finals series campaign

Ahead of the upcoming finals series, DrinkWise has announced a new collaborative partnership with influential figures from Australia’s major football leagues. As part of this partnership, the football players will assist in reminding fans about the importance of moderating consumption and remaining respectful when spectating AFL, AFLW, NRL, and NRLW matches.

“The AFL, NRL and NRLW finals are some of the biggest calendar moments every year - they capture the attention of sports lovers around the country,” said Simon Strahan, CEO at DrinkWise.

“As fans start to get excited for the action, we’ve joined forces with some of the games’ leading players across two sporting codes to take a moment to remind everyone to be mindful of their alcohol consumption. When someone drinks too much, they not only risk ruining their own time but others around them.”

To read more about the campaign, read this Drinks Trade article.

Free National Pies at Fed Square on Grand Final Friday

If you’re based in Melbourne, Tasmanian Bakeries has invited all footy fans to converge on the corner of Swanston and Flinders Streets before 2pm today to claim one of 4,000 free National Pies. Additionally, a number of giveaways and limited edition prizes will also be on offer.