Craft beer consumption is on the rise in Australia and now the Melbourne Cricket Club is tapping into that market.
From Thursday night’s opening round AFL clash between Carlton and Richmond, MCC members will be able to sip on a new beer exclusively sold in the Members Reserve throughout the AFL season.
MCC Ale, brewed by Adelaide-based Pirate Life Brewery, will be available at all Members’ bars and is described by Pirate Life Brewery co-founder Michael Cameron as having a bright fruit aroma taste.
The ground has taken delivery of 400 kegs – 20,000 litres – of MCC Ale ready to begin being poured to members from the opening night of the season.
MCC CEO Stuart Fox said the Club approached CUB to brew a specific craft beer, making it a unique offering that no other sporting stadium in Australia could match.
CUB engaged Pirate Life to take on the project as the company had the capacity to brew the smaller volumes of the beer.
“Because of the success of our MCC branded wines, we’ve been exploring how to do the same with our own beer for a number of years,” Mr Fox said.
“We approached a number of craft brewers and were delighted that Pirate Life, with the support of our icon partners CUB, accepted the challenge to brew a beer that’s unique to sports stadiums across Australia.
“We are meeting the demands of our members for quality food and beverage offerings in our Reserve and across the Stadium in general. We’re excited to start serving MCC Ale to our members and guests from the opening night of the AFL season.”
CUB is pleased to have been able to bring together the MCC, one of its oldest partners, with a trailblazing brewing company like Pirate Life.
“We’re rapt to be involved with the MCC and look forward to a long-term, ongoing relationship,” Pirate Life Brewery co-founder Michael Cameron said.
“We’re super excited (to be asked to brew MCC Ale) and really proud for our team.
“I think you’ll find it is a really approachable, easy drinking ale.”
Pirate Life products will also be available at selected bars in general public areas.
MCC Plus and MCC Ale
There will be some exclusive benefits for members using their MCC Plus cards when purchasing MCC Ale on match day. Stay tuned in the coming days for more information!