After almost a decade as the lead Lion brand for Victorian Racing Club events, James Boag has been replaced by Geelong beer brand Furphy ahead of next week’s Melbourne Cup.
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Instead of The James Boag’s Premium Celebration Deck, this year’s Melbourne Cup Carnival ticketed area will become The Furphy Deck and Lion’s marquee in the Birdcage will be a Victorian-themed space called The Watering Hole.
Lion announced a new seven-year sponsorship deal with Victorian Racing Club this week, but reassured Boags drinkers the beer would still be available, along with other Lion brands.
A Lion spokesperson said James Boag was a very important part of the Lion portfolio.
“James Boag’s Premium will be served in our marquee and at the other bars across Flemington. It will continue to play an important role in our portfolio for the Melbourne Cup Carnival,” the spokesperson said.
“Brewed exclusively in Tasmania, it holds a special place in the Australian beer market.”
Recently released brand, James Boag’s Wild Rivers, now sponsors Hamilton Island Race Week, which is another “fantastic event in Australia’s sporting calendar”.
“A testament to its origins, James Boag’s Wild Rivers is named after the rugged terrain Tasmania is known for. It is about appreciating the beauty of Tasmania’s natural environment, and sharing it with the rest of Australia, and the world,” the spokesperson said.
Victorian Racing Club chief executive Neil Wilson welcomed the renewed agreement.
“Lion has been the Melbourne Cup Carnival’s official beer partner since 2001, and this new agreement strengthens the brewer’s commitment,” he said.
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