By Ian Neubauer

Tooheys New completed its global beer relay on Friday (September 29), the journey closing with a 20km Sydney leg from the Tooheys brewery in Western Sydney to the CBD.  

A team of volunteers brought the Tooheys New schooner, which had already made its way through New York, Madrid and Cape Town, from the brewery across the finish line at Martin Place without spilling — or drinking — a single drop.

The Sydney leg, which featured 40 runners, a branded Tooheys New beer-relay scooter and support crew, culminated in a free public barbecue breakfast at Martin Place Bar.

“Along the route, runners gave high fives to commuters waiting at bus stops on Parramatta Road, people peered out of bus windows as they travelled alongside the runners in the bus lanes, a fire engine racing by sounded its horn, road workers stopped drilling to cheer on the team and cars beeped in support of the runner carrying the schooner of beer,” Tooheys said in a statement.  

The Sydney leg of the Tooheys New Beer Relay was developed by communications agency ResPublica in conjunction with advertising agency Saatchi and Saatchi and Lion Nathan, brewer of Tooheys New.

The campaign has been well received by consumers, with thousands of comments and original ‘beer ideas’ submitted via SMS and online.  

To see footage from the global journey, click here.



The Shout Team

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

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