Tooheys – the beer of New South Wales, has today been announced as the new Official Beer Partner of the Toyota Tamworth Country Music Festival (TCMF), marking the first time the iconic NSW brand has taken centre stage at Australia’s home of country music.
As Lion’s most popular tap beer in Tamworth, Tooheys has long held a special connection with the region. This new partnership strengthens that bond, celebrating the hospitality venues, fans, and artists who have made sharing a Tooheys or Two part of the festival experience for decades.
From January, festival-goers will be able to enjoy Tooheys across the full festival footprint, with Tooheys beers poured at the Tooheys Country Pub in Toyota Park and a wide network of supporting venues including Wests Tamworth, Wests Diggers, The Longyard Hotel, The Tudor, Joe Maguire’s, Courthouse Hotel, and Tamworth Services Club, among others. The iconic Tooheys blue and red will feature prominently throughout festival venues, precincts, and media, ensuring the brand is front and centre during one of Australia’s most iconic cultural celebrations.
The alignment builds on Tooheys’ ongoing commitment to supporting live music venues and local communities through its Tooheys On Tour campaign – a platform designed to help venues bring fans back through the doors and reconnect with the artists they love. This year, the campaign earned national recognition when Australian rock band Dune Rats, received an ARIA Award nomination for ‘Best Use of an Australian Recording in an Advertisement’ for their re-imagined version of the iconic I Feel Like a Tooheys jingle – a testament to Tooheys’ support of local artists and its role in bringing people together over a Tooheys or Two.
Karen Sterling-Levis, Brand Director – Core Beer at Lion said, “For over 150 years, Tooheys has proudly backed NSW communities. The Toyota Tamworth Country Music Festival reflects that same spirit, bringing the state’s culture and its country-town pride to life on a national stage. We’re proud to support an event that means so much to the artists, the locals and the fans who return year after year.”
Festival Manager, Barry Harley said, “The Toyota Tamworth Country Music Festival has always celebrated the stories, talent and community that come out of country towns. Tooheys has been part of that landscape here for decades, so formalising this partnership felt like a natural step. It’s a brand that understands and supports regional NSW, and we’re pleased to have them join us in championing the festival and the people who make Tamworth feel like home.”
