By Sacha Delfosse

Matilda Bay found an interesting way to launch its new apple cider, Dirty Granny, at Sydney’s Lo-Fi Bar on Wednesday (July 20).

Instead of the usual glamorous, red-carpet event, Dirty Granny invited 250 guests and chose three ‘extreme’ crochet contestants to compete for the coveted Golden Hook trophy, in the Australian Round 11 heat of the World Extreme Crochet Championships.

Despite the best efforts of Doris, the extreme underwater crocheter (AKA Judith Mitchell ), and Stuart, the extreme snowboarding crocheter (AKA Glen Ockwell ), the trophy went to Allan the extreme parachuting crocheter (AKA Raynor Blazley).

“We don’t have the money to spend on billboards and TV," said Matilda Bay marketing manager, Jamie Fox. "We’re a company that likes to have a joke and poke fun at advertising and media."

"I got the idea for the World Extreme Crochet Championships when I saw extreme ironing on TV. It seemed like the perfect fit for Dirty Granny, and both the Melbourne and Sydney events were a hit.”

Guest at the Sydney launch included Australia’s Next Top Model round five winner Tahnee Atkinson, who won the crochet beanie lucky door prize, as well as last year’s Masterchef winner Adam Liaw and fellow Masterchef contestant Matthew Caldicott.

Comedian Tommy Little MCed the night, keeping the crowd entertained, while contortionist Frodo had guests squirming as his double jointed figure squeezed through not one but two tennis racquets.

(From left) Tommy Little, Raynor Blazley (AKA Allan), Glen Ockwell (AKA Stuart), Judith Mitchell (AKA Doris) with Frodo the Contortionist in front.

The Shout Team

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