By Amy Looker

A Yarra Valley craft brewer is punching above its weight, signing on as the exclusive cider supplier of the 2012 Qantas Australian Formula 1 Grand Prix.

Coldstream Brewery marketing manager, Nick Strong, told TheShout that the partnership provides an ideal platform to showcase Coldstream's cider on a global scale.

"This is such a brilliant opportunity for a smaller business that is local to Victoria," Strong said. "We've signed this partnership agreement for a two-year period with the possibility to extend, and we're already excited about what the future holds."

Recent articles:
ALH pub deal facing ACCC scrutiny
Woolies and Lion partner on new Hahn beer
Pub thwarts robbery attempt

Strong said that it was unfortunate that small Australian companies are not often given the opportunity to get involved with large-scale event sponsorship that would ultimately help support local businesses.

"But we are lucky to have established a wonderful relationship with Formula 1 and it has been a breath of fresh air to deal with a group that wants to support Victorian business. The Grand Prix represents a $50million investment that brings $150million of tourism into the state and this money undoubtedly helps grow local businesses." 

Coldstream also brews a range of boutique beers, but Strong said that its cider was always the focus of its arrangement with the Grand Prix.

"We were really keen to showcase the cider," he explained. "It's part of our strategy as a company to cement ourselves as a well-respected brewer and showcasing the cider gives us a platform to roll out our beers."

The 2012 Qantas Australian Formula 1 Grand Prix kicks off on March 15 in Melbourne.

 Coldstream Cider will be available at all public bars on track and will also be showcased within the Paddock Club and all other corporate hospitality suites.


The Shout Team

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

Leave a comment

Your email address will not be published. Required fields are marked *