12 December 2024 – Queensland brand and champion of the good life, XXXX, is proud to announce the release of its limited-edition XXXX Tropical lager developed in partnership with the Great Barrier Reef Foundation.
This limited-edition brew is a testament to XXXX’s ongoing commitment to environmental sustainability. Encouraging Aussies everywhere to give a XXXX about the reef, this refreshing lager not only quenches thirst but reminds Aussies to support the Great Barrier Reef Foundation.
To celebrate the launch of XXXX Tropical, XXXX will donate $100K to the Foundation’s work, to restore vital seagrass meadows that fish, turtles and dugongs of the reef call home. Restoration of these vital ecosystems provides essential habitat for marine life, while also supporting carbon sequestration, improving water quality, and helping protect coastlines from erosion.
Exclusively sold in Coles Liquor stores including Liquorland and First Choice Liquor Market and on-premise only on Hamilton Island, XXXX Tropical will be available in a very limited quantity so consumers will need to get in quick to experience this refreshing and delicious lager.
XXXX Tropical is a pale golden beer bursting with aromas of mango and passionfruit, along with subtle citrus notes. It offers a smooth, crisp flavour profile featuring tropical fruit notes balanced by light malt sweetness and a hint of hop bitterness. Its packaging design has been created to evoke the colours of the Great Barrier Reef, with an eye-popping bold coral pink complemented with silver fish swimming across the label.
Lion Australia Sustainability Director, Justin Merrell said: “XXXX has been around for over 140 years, and we plan on being around for many more. We’re doing our part to ensure the next generation of Aussies can enjoy the good life and the reef. This includes being the first and only Australian beer brand to partner with the Great Barrier Reef Foundation, a long term million-dollar investment. We are committed to protecting the reef for future generations, and XXXX Tropical is a tangible expression of that commitment.”
Coles Liquor General Manager of Customer Loyalty, Mia Lloyd says: “As a partner of the Great Barrier Reef Foundation ourselves, we’re excited to be adding XXXX Tropical to our shelves for a limited time to do our part to support our beautiful Great Barrier Reef. This is in addition to Coles Group’s existing partnership with the foundation which is contributing $10 million to the foundation over 10 years.”
Great Barrier Reef Foundation Managing Director, Anna Marsden added: “We’re proud to continue our partnership with another Queensland icon, XXXX, by giving Aussies an opportunity to support the restoration and protection of critical Reef habitats for future generations, while living the good life this summer. The vital role seagrass meadows play in the health of our Reef cannot be overstated. They act as the ocean’s lungs, storing carbon, protecting our coasts and providing habitat for marine life such as endangered turtles and dugongs. Together, we can all help protect the Reef [NB1] and its incredible marine life for future generations.”
Since first joining forces in 2022, this latest initiative follows a series of activities in the partnership between XXXX and GBRF including providing financial support for initiatives that help farmers evolve their irrigation practices and reduce downstream impact on reef water quality. XXXX also launched the “Support Schooners” initiative in partnership with ALH and the North Queensland Cowboys, donating 50 cents for every schooner of XXXX sold at participating pubs during April 2024.
XXXX Tropical is now available nationwide, exclusively sold in Coles Liquor stores including Liquorland and First Choice Liquor Market, and in the on-premise at Hamilton Island for a limited time. XXXX Tropical will be available to purchase in 375ml cans with RRP starting from AUD$56.00 per case.