Lion has announced that its marquee at the Melbourne Cup Carnival will have a Furphy theme this year.
Furphy Refreshing Ale is brewed in Geelong by Lion subsidiary Little Creatures. Demand for Furphy has been growing at 300% year-on-year since it was launched in a handful of Geelong pubs in 2014. Lion announced in February that it was rolling the popular brew out nationally.
Furphy was the number one contributor to growth across the total Australian beer category (in actual litres, latest QTR.) This is both including Victoria and excluding Victoria, which demonstrates the extent to which it’s driving momentum across the country.
Furphy also remains in significant growth within Victoria, up 64.3% MAT (litres growth) and is now the sixth biggest beer in Victoria (by volume in pack.)
The Victorian-inspired Furphy marquee at Flemington, called ‘The Watering Hole’, will uncover the tale behind the Furphy brand, which started with World War I troops spinning yarns around the famous Furphy Family water tanks.
Furphy replaces Tasmania’s James Boag, which has been the lead brand associated with the Victorian Racing Club for the past nine years.
Furphy will also have naming rights to the race immediately following the Lexus Melbourne Cup – the Furphy Plate – and a race on AAMI Victoria Derby Day plus race sponsorships on TAB Turnbull Stakes Day, Australia Guineas Day presented by 3AW, and Super Saturday.
The James Boag’s Premium Celebration Deck will be transformed into The Furphy Deck – a ticketed space during the four days of the Melbourne Cup Carnival offering all-inclusive street food and drinks package throughout the day, plus an exclusive outdoor area with seating and umbrellas, DJ and entertainment, betting facilities and bookmaker, and winning post and track views.
The announcement comes as the VRC and Lion announced a new seven-year sponsorship agreement, which comes into effect from August 2019 until the end of the 2025/2026 racing season. It will see Lion become one of the longest serving Major Partners of the VRC.
VRC Chief Executive Officer Neil Wilson welcomed the renewed agreement and thanked Lion for extending its support of the Club and the Melbourne Cup Carnival.
“Lion has been the Melbourne Cup Carnival’s official beer partner since 2001, and this new agreement strengthens the brewer’s commitment to Australia’s largest celebration of sport, social engagement, fashion, and entertainment.
“We welcome the Furphy brand to the Flemington stable, and look forward to a successful Melbourne Cup Carnival together,” Wilson said.
Lion Beer Australia Managing Director James Brindley said he was pleased to continue Lion’s long association with the VRC with a proudly Victorian beer.
“The beer takes its name from and pays tribute to the Furphy family of Shepparton, who are behind one of Australia’s oldest manufacturing companies, Furphy Foundry,” Brindley noted.
“We are excited to be able to share the Furphy story with racegoers, in what promises to be a fantastic partnership between two Victorian icons – the Melbourne Cup Carnival and Furphy Refreshing Ale.”
Pictured main: Lion Beer Australia Managing Director James Brindley with VRC Chief Executive Officer Neil Wilson.
