Cricketers Arms

Cricketers Arms is collaborating with key partner venues along the east coast, installing branded venue takeovers to increase awareness and visibility of the brand.

The project kicked off in September, with a Cricketer’s Arms branded takeover installed at Backyard Burger Kitchen in the iconic Sydney Cricket Ground Precinct at Moore Park.

The latest venue to be activated is the Pineapple Hotel in Kangaroo Point, Brisbane, with the renovation and redesign of the award-winning Park Bar.

Only a short walk from the famed Gabba Cricket Ground, The Pineapple Hotel is a Brisbane institution, serving patrons for over 150 years; the renovation, which will be completed this month, will see the hotel become the flagship venue for Cricketers Arms in Queensland.

The Cricketers Arms installations have been designed to keep with the current venue styles, sitting well with existing palettes, whilst also showcasing the brand’s clean and contemporary style.

The clubhouse ethos is relaxed and friendly with an aesthetic that encourages guests to stay and enjoy the space, over a session of ice-cold Cricketers brews.

Features of the fit-outs include illuminated internal and external signage, branded furniture, umbrellas, planter boxes and customized tap fonts.

In addition to the installations, each venue will stock branded Cricketers Arms glassware, which are a first to market for the brand in Australia. Both venues range Cricketers Arms Lager, Pale Ale and Summer Ale draught, along with Session Ale cans, launched in April 2017.

The Cricketers Arms range – founded by Publican Paul Scott and renowned Master Brewer Dermot O’Donnell – has seen unprecedented growth since its acquisition by Asahi in 2013, and there are now four brews under its banner: Keepers Lager, Spearhead Pale Ale, Scorcher Summer Ale and Session Ale.

“Cricketers Arms is brewed in Melbourne, but enjoyed by patrons around Australia and abroad,” explains Sarah Wilson, Brand Manager for Cricketers Arms.

“Aiming to build awareness and visibility for the Cricketers Arms brand outside of Victoria, we are recreating the easy going and inclusive essence of the brand through partnership with these new hero venues.

“With the first two venues strategically selected in the vicinity of key sporting venues, The Gabba in Brisbane and the SCG in Sydney, the Pineapple Hotel and Backyard Burger Kitchen provide dedicated spaces for consumers to enjoy a session of Cricketers Arms brews with their mates before or after a game, or relax in the venues and catch major sports matches live on screen.”

Pineapple Hotel owner Craig Singleton said of the Cricketers Arms collaboration: “The Cricketers Arms activation fits in well at the Pineapple Hotel, it’s contemporary and stylish.

“The bar is a perfect place to catch up with friends, drop in for a beer before home games at The Gabba, or enjoy live music. The partnership with Cricketers Arms is a natural fit.”

Subsequent takeovers are planned for installation later in the year and early next year, and will be announced in coming weeks.

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