Cricketers Arms has launched a series of venue takeovers to celebrate being the 5th largest Masterbrand in Australian Craft.
The project kicked off in September with a Cricketer’s Arms branded takeover at Backyard Burger Kitchen in the iconic Sydney Cricket Ground precinct at Moore Park.
The latest venue to be activated is the Pineapple Hotel in Kangaroo Point, Brisbane, with the renovation and redesign of the award-winning Park Bar.
The Pineapple Hotel is a Kangaroo Point institution, a short walk from the famed Gabba Cricket Ground. The hotel has been serving patrons for more than 150 years, and it will be the flagship venue for Cricketers Arms in Queensland.
Features of the fit-outs include illuminated internal and external signage, branded furniture, umbrellas, planter boxes and customized tap fonts. In addition to the installations, each venue will stock branded Cricketers Arms glassware, which are a first to market for the brand in Australia.
Sarah Wilson, Brand Manager for Cricketers Arms, explains the motivation behind the concept: “Cricketers Arms is brewed in Melbourne, but enjoyed by patrons around Australia and abroad. Aiming to build awareness and visibility for the Cricketers Arms brand outside of Victoria, we are recreating the easy going and inclusive essence of the brand through partnership with these new hero venues.
“With the first two venues strategically selected in the vicinity of key sporting venues, The Gabba in Brisbane and the SCG in Sydney, the Pineapple Hotel and Backyard Burger Kitchen provide dedicated spaces for consumers to enjoy a session of Cricketers Arms brews with their mates before or after a game, or relax in the venues and catch major sports matches live on screen.”
Pineapple Hotel owner Craig Singleton said: “The Cricketers Arms activation fits in well at the Pineapple Hotel – its contemporary and stylish … a natural fit.”
Cricketers Arms was founded by publican Paul Scott and brewer Dermot O’Donnell. The brand has seen unprecedented growth since its acquisition by Asahi in 2013. It now has four brews under its banner: Keepers Lager, Spearhead Pale Ale, Scorcher Summer Ale and Session Ale.
Subsequent takeovers are planned for later in the year and early next year, and will be announced in coming weeks.
