By Amy Looker, editor National Liquor News

Thirsty Camel has launched the Beer O’Clock Project, a new campaign driven through social media that aims to identify what time of day Australian drinkers consider it time to crack out a cold one.

Promoted across print, radio and digital platforms, Thirsty Camel customers are being called upon to cast their vote through the group’s Facebook page, which then enters them into a draw to win part of a $40,000 prize pool.

Thirsty Camel’s marketing manager, Leah Grinter, said the Beer O’Clock Project, headed up by campaign ambassador Mick Molloy, simply aims to highlight the favourite time of day among customers for a cold beer. 

“Thirsty Camel is all about irreverence. We don’t take ourselves too seriously and we know our customers love a beer – when we developed the Beer O’Clock Project concept, we knew it was a perfect fit for the brand,” Grinter said. 

“Everyone has their own idea of when the ultimate Beer O’Clock time is, so we wanted to seize the opportunity to put this on the national agenda and create a discussion point between all Australians. We look forward to announcing the official Beer O’Clock time and celebrating with a nice cold drink.” 

Voting for the Beer O’Clock project will close on November 10, with the results to be announced shortly afterwards. 

The Shout Team

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

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1 Comment

  1. You could argue it’s always ‘Beer O’Clock’ somewhere in the world. You could also argue it’s ‘Beer O’clock’ when you start sobering up. Beer O’clock for me is that hot, sweaty Friday afternoon where work has taken it’s pound of flesh and a frost bitten cerveza couldn’t come soon enough. The first one is always the one that brings a tear to your eye and a semblance of sanity. I’d say 5-6pm is spot on. Cheers Mick & Thirsty Camel, Matt Barwick

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