The start of June saw a joint campaign from local brewer Young Henrys and rugby league side South Sydney Rabbitohs which saw the two Sydney institutions co-launch a limited-edition, team-linked, easy-going beer called ‘Glory Haze XPA’ (which was named by a club fan).
The brewer and NRL side promoted the new 4% brew – available in kegs and cans in the stadium, in pubs and selected bottleshops nationally – through an integrated campaign which rolled out from 6 June which urged fans and drinkers to ‘Kick off your footy boots and dust off your stubby holders and raise a glass’.
The campaign for the beer was developed as ‘an ode to the fans’ and to the red and green ‘club’s rich history’ and positioned Glory Haze as a celebration of and for the ‘passionate, diverse and widespread Rabbitohs supporters and the incredible community that surrounds the club’.
According to the campaign “from the infamous Burrow, to the local pub, to the living room, Rabbitohs fans never miss a game and are amongst some of the most passionate people you’ll ever meet, each with their own personal connection to the club” and so the brewer and the club sought to celebrate the brew’s release by listening to what fans themselves say that it means to be a Rabbitohs supporter’
The results of this form the campaign’s hero video, ‘Young Henrys x South Sydney Rabbitohs – Glory Haze XPA’, and its supporting content which sought to drive viewers to find out more about the product online at https://bit.ly/gloryhazeyt.
“This beer is all about the fans!! Fans of the Rabbitohs. Fans of Young Henrys. Or just fans of bloody good tasting beer,” commented Young Henry’s Director Dan Hampton at the product launch. “We love our partnership with the South Sydney Rabbitohs which is now in its 5th year. We share a passion for supporting the community and a desire to give the people what they want. You’re going to love our collaboration brew called Glory Haze, which is a super refreshing, hazy XPA, named by a fan and soon to be in fridges and on taps for the rest of us fans to enjoy.”
Hampton added that the club’s “community of like-minded mates, fans and supporters is nothing new to Young Henrys who are stoked to be clocking five glorious years with South Sydney Rabbitohs” and that “Young Henrys is all about bringing people together, sharing a beer when celebrating moments with friends and family, a sentiment shared with the South Sydney Rabbitohs and their members who enjoy celebrating our victories both on and off the field.”
South Sydney Rabbitohs CEO Blake Solly added: “Having been a partner of the club since 2018, we love that this shared ethos between the club and Young Henrys has allowed us to create a beer for the fans, but just as importantly, brewed by passionate fans and we can’t wait for everyone to taste it!”
Comment
Available in 4-packs, 16-packs and kegs nationally, this collaboration celebrates and highlights the five-year partnership between Young Henrys and South Sydney Rabbitohs.
It reminds us of other sports club drinks sponsor limited edition beers such as Liverpool and Carlsberg’s 2022 ‘Forever Fans’, 2020’s ‘Champions Can‘ and ‘Red Keg‘ plus 2019’s ‘Red Barley Beer‘, plus Bud Light’s NFL #KickOffBeers, as well as Engkland Football sponsor Budweiser’s 2016 ‘Made By Fans’ activation.
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