Tooheys set to serve 60,000 schooners as music fans flock to Tamworth Country Music Festival 2026
Tooheys has revealed it expects to pour 25,000 litres of beer during the iconic Aussie music festival.
What you need to know
- Tooheys has revealed it expects to pour the equivalent of 60,000 schooners at this year’s Tamworth Country Music Festival.
- This is the first year that Tooheys has been the official beer of the festival, debuting with a number of exciting offerings for music fans, including a merch partnership with Ringers Western.
- A highlight of the event will be the Tooheys Muster sessions, the perfect opportunity for attendees to grab their mates, grab a Tooheys and soak up the sounds.
Tooheys, the beer of New South Wales, has revealed it expects to pour 25,000 litres of beer during the Toyota Tamworth Country Music Festival (TCMF), the iconic Aussie music festival where music comes alive – this is equivalent to 60,000 schooners that are expected to be served during the festival, running between 16-25 January. This highlights ever-growing leaps in demand of Tooheys as a festival goer favourite.
Tooheys’ appointment as the Official Beer Partner of TCMF 2026 will see the brand build on the momentum of previous festivals, with an expanded presence making it easier than ever to enjoy an ice-cold Tooheys during the event. This year marks the first time Tooheys has taken centre stage at Australia’s home of country music, debuting with a number of exciting offerings to get music fans in the festival mood, including ‘Muster’ events at 2pm every day between the dates of Friday 16th – Sunday 18th, and Thursday 22nd – Sunday 25th, hosting a much-loved Australian music artist each session.
Sip, sing, and savour the best home-grown talent
Tooheys is excited to introduce its Muster sessions this year, which is the perfect opportunity for music-lovers to grab their mates, grab a Tooheys, and soak up the sounds of the best country artists in Australia. Musters will take place across an array of iconic venues, including Wests Leagues, Wests Diggers, Post Office, Tudor Hotel, Joe Maguires, Courthouse Hotel and Tamworth Services Club.
The Muster venue line ups champion both nationally celebrated and local emerging artists. For the full act timetable, check out The Official TCMF 2026 Guide.
During the daily Musters, festival-goers can get their hands on exclusive Tooheys x TCMF merchandise, including a Tooheys x Ringers Western hat, available free with the purchase of four schooners, perfect to share a round with your mates, between 2–3pm daily at Muster venues (see notes below for T&Cs). Limited-edition Tooheys hats, shirts and accessories will also be available through pop-ups across the festival footprint.
Looking for a breather from the festival frenzy? Look no further than The Tooheys Country Club in Toyota Park. Acting as a dedicated chill-out haven for music lovers, the space features acoustic sets, comfortable seating and unmissable drink specials, offering the perfect escape from high-energy venues while still soaking up the festival atmosphere. Alongside these specific spaces, fans can enjoy Tooheys across the entire festival, ensuring a cold beer is never far from the action.
“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.”
Karen Sterling-Levis, Brand Director – Core Beer at LION
Tooheys branding takes the spotlight
Throughout the event, the iconic Tooheys blue and red will feature prominently across venues, precincts and media, ensuring the brand remains front and centre during one of Australia’s most iconic cultural celebrations. This 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.
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.”
For further information, head to the Tooheys x Tamworth information page at www.tooheys.com.au/campaign/tamworth.