Bearded Lady Bourbon has embarked on its biggest marketing activation to date, partnering with Liverpool FC when the English Premier League side visits Australia in coming weeks.

Liverpool will play the Melbourne Victory on July 24th at the MCG. The partnership aims to reinforce Bearded Lady's 'The Bourbon Of Strength' proposition, which brand owner Vok says has already resonated with target consumers. 

Bearded Lady Bourbon is leveraging the partnership with an independent retail campaign that will send two consumers to the UK where they will have an exclusive Liverpool FC experience. Fifteen independent retailers will get the chance to go to Melbourne to see the game with Gold tickets – the retail incentive for the best displays includes return flights to Melbourne, accommodation, meals and the Liverpool FC experience.

National accounts BWS, Dan Murphy's and Coles are also running their own competitions in support of the campaign. 

"Bearded Lady Bourbon will have a strong presence at the MCG on game day, providing the opportunity to engage with consumers on a bigger scale than ever before," Vok said.

"The brand is enjoying exciting growth since its launch in Australia last February, with this activity sure to take the brand's momentum to another level."

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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