From January 2016, XXXX Island will drop the XXXX and return to its former occupancy as Pumpkin Island.

XXXX took over the island in 2012 to create a destination it could host its male drinkers on, offering consumers a place to escape and enjoy a break with friends.

Three years on, XXXX has hosted over 3,000 people on the island, but now entering a new phase of marketing plans, the brand has decided to end its lease of the island.

“We set out to create an environment on XXXX Island that not only gave our drinkers the chance to kick back for a few days with their mates, but we wanted to influence a national movement that inspired adults right across the country to get out into their backyards, host a BBQ, play a game of beach cricket with the intention of spending more quality time with family and friends”, Matt Tapper, National Marketing Director at Lion said.

Mr. Tapper also said that XXXX will be making the most of its tenure for the next six months, giving away a number of additional trips for consumers to enjoy before its lease ends.

“We are incredibly proud of what we achieved with XXXX Island and have been hard at work planning what’s next for the brand. We have some huge news coming from XXXX Gold in the coming weeks, which we can’t wait to share with our drinkers around the country”, Mr. Tapper added.