Lion Australia has today unveiled Tooheys on Tour, a unique campaign designed to celebrate and revive live music in three iconic NSW venues.
Taking place over a week starting on the 25th of January, the debut Tooheys on Tour will feature three concerts, each headlined by ARIA-nominated Australian rock band, Dune Rats.
According to Dune Rats Frontman Danny Beusaraus, the partnership was a natural choice: “We’ve been drinking Tooheys our whole adult lives,” he said.
Bassist Brett Jansch added that “nothin’ beats a cold blue tinnie of Tooheys, before a gig with mates, onstage at a sweaty show or after load out with the crew.”
At the conclusion of each set, Dune Rats will perform a rock-inspired reimagining of Tooheys’ iconic I Feel Like a Tooheys jingle, which has been attributed to the brand’s significant recent growth and its recognition in the 2024 Australian Drinks Awards.
“Tooheys New really kicked on in the classic category, reinvented that [jingle]: using something old, making it new again,” Chris Papadimitriou, Director at Thrive Insights, told Drinks Trade.
“They've then taken it to the next level where they brought the Tooheys Blues into it … All the team’s singing it, it's a really clever campaign.”
In addition to the public concerts, Lion has also announced a $10,000 donation to the Support Act charity to help fund its efforts to deliver crisis relief, mental health programs and more for live music industry workers in Australia. Tooheys will also be donating Dune Rats merchandise to the charity, and will be inviting home-grown local bands personally selected by Dune Rats to perform at each show.
In a joint statement, the Dune Rats band members commended Lion’s Tooheys on Tour initiative.
“Growing up playing in all sorts of bands it was crucial to have local pubs to play at. Without pubs, bands can’t hone their craft, work out the sort of act they want to be and be inspired by other acts.”
Karen Sterling-Levis, Lion’s Brand Director of Core Beer, says the campaign hopes to recognise the vital role that music and pubs have played in shaping Tooheys’ identity.
“We’ve always believed that pubs and live music are the beating heart of Australian culture. They bring people together, foster creativity, and create unforgettable moments,” she said.
“With ‘Tooheys on Tour,’ we’re proud to support the venues, artists, and communities that make this all possible. Partnering with the Dune Rats - true Tooheys fans who live and breathe Aussie music - allows us to celebrate this incredible legacy in a bold and exciting way.”
In a recent Drinks Trade interview, 24-Hour Economy Commissioner Michael Rodrigues added, “live music has always been an essential part of night time culture and while the bad old days of lockouts and lockdowns are well and truly behind us, we’ve got a job to do when it comes to amping things up across NSW.
With tickets priced at just $35, the tour is an affordable way for music lovers to experience the energy of live performances while supporting their local venues and artists.
The three Tooheys on Tour concert dates are:
- 25 January: Entrance Leagues Club, Bateau Bay
- 31 January: Beach Road Hotel, Bondi Beach
- 1 February: Mona Vale Hotel, Mona Vale
“Together, we’re raising a glass to the pubs and music that unite us all,” said Sterling-Levis.
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