Independent Australian brewery Brewmanity Beer Co. has joined forces with Coles Liquor on its latest release, Ice Cold Lager, in support of FightMND which raises awareness and funds vital research for Motor Neurone Disease (MND).
Inspired by former Demons coach Neale Daniher who suffers from MND, Brewmanity was co-founded by AFL Hall of Famer and former Melbourne Football Club Captain Dabid Neitz to support the fight against the disease.
To celebrate the launch of Ice Cold Lager, Coles Liquor will donate more than $70,000 to the cause, in addition to sales of the special 10-year anniversary FightMND Big Freeze 10 Beanies and in-store customer donations.
Every dollar raised supports Brewmanity’s total fundraising efforts in finding a cure for MND, and Neitz thanked Coles Liquor for supporting the mission.
“At Brewmanity, we’re about good beer, good times and good deeds, and the Ice Cold Lager culminates just that. Our mission has always been simple, to produce quality beer and help raise funds to fight the beast that is MND.
“We’re both proud to push the boundaries of what traditional beer tastes like, and in the tenth year of the Big Freeze we’ve brewed a beer specifically suited for Neale. We know our latest brew will be enjoyed by all Aussie punters while they don their Big Freeze 10 Beanies this winter,” said Neitz.
The limited-edition Ice Cold Lager was brewed with 100 per cent Australian grown malts and hops, resulting in moderate bitterness and a hazy golden hue with notes of floral and citrus.
Michael Courtney, CEO at Coles Liquor Group, said it’s an honour to be involved in such an impactful initiative, deepening Coles’ long-term partnership with FightMND.
“It’s incredibly special to partner with Brewmanity and FightMND to encourage Aussies to fight the disease with action not words, in the famous words of Neale Daniher.
“In 2023, the first year of the partnership, we raised more than $283,000 for FightMND, and we’re confident our efforts this year will take us to a new milestone.
“For our customers wanting to make a difference, they can make a $2 donation or a donation to a sum of their choice at the checkout of our national Liquorland, First Choice Liquor Market, and Vintage Cellars stores from Wednesday 22 May to Sunday 16 June,” continued Courtney.
“We’re also helping our customers don the famous blue Big Freeze Beanies by selling them in select stores across the country for $25, with 100 per cent of the proceeds going to FightMND.”
Ilana Goldman, FightMND General Manager – Partnerships, encourages Australians to get involved and support the fight against the disease in any way they can.
“Every year we continue to be touched by the support of the Coles Group and their customers. We’re grateful to be extending our strong relationship through the support of Coles Liquor,” she said.
The limited-edition Ice Cold Lager is now available in a four-pack for a retail price of $14, found online and in-store at Liquorland, First Choice Liquor Market and Vintage Cellars stores nationwide until Tuesday 18 June or while stocks last.