The initiative builds on XXXX’s ongoing partnership with the GBRF, making it the first and only Australian beer brand to support large-scale seagrass restoration on the Reef. With more than 140 years of history, XXXX is backing long-term solutions that help protect the places Australians love and support a healthy Reef for future generations.
Virtual viewing, real impact: XXXX rewards Aussies with beer to watch grass grow for the Great Barrier Reef
XXXX has announced a new initiative inviting Aussies to tune in to watch grass grow and be rewarded with a tasty beer discount.
What you need to know
- Watching grass grow is usually a punishment, but this summer, XXXX is turning it into a reward with a new initiative to get eyeballs on the Great Barrier Reef Foundation seagrass project
- Simply sit through four uninterrupted minutes of live streaming time, and claim a $10 voucher to be used on a XXXX 8-pack (perfect to share with mates) from Liquorland.
- The campaign builds on XXXX’s ongoing partnership with GBRF to help fund reef restoration.
Watching grass grow is usually a punishment, but this summer, XXXX is turning it into a reward. Today, XXXX announces a new initiative inviting Aussies to tune in to watch grass grow and be rewarded with a tasty beer discount. The goal is to shine a light on one of the Great Barrier Reef’s most important and least visible recovery efforts. Delivered in partnership with the Great Barrier Reef Foundation (GBRF), the initiative draws attention to the vital role seagrass plays in supporting Reef recovery.
With XXXX, four minutes is all it takes
Putting patience to the ultimate test, XXXX is inviting the public to log on to xxxx.com.au/watch-grass-grow and watch real footage of seagrass growing in a GBRF nursery to unlock discount on their brew. If Aussies can sit through four uninterrupted minutes of viewing time, they’ll be able to claim a $10 voucher to be used on a XXXX 8-pack (perfect to share with mates) from their local Liquorland. It really is that simple. Anyone aged 18 and over can take part, with identification required.
The campaign celebrates XXXX’s new Liquorland-exclusive, B Corp-certified XXXX x GBRF 8-pack, which includes the chance to win a trip to the Great Barrier Reef (T&Cs apply). The launch also marks a $100,000 donation from XXXX – coupled with Coles’ $10,000,000 donation over ten years – in aid of the Great Barrier Reef Foundation’s (GBRF) seagrass restoration work. The partnership has already helped restore the equivalent of more than 10 hectares of seagrass across the Reef, strengthening water quality and marine habitats.
“The partnership reflects XXXX’s commitment to giving back to the places Australians love most. The Great Barrier Reef is part of our national identity, and this partnership is about turning everyday moments into meaningful impact. Rewarding Aussies with beer to watch grass grow might sound tongue-in-cheek, but the impact behind it is serious, and that’s why we’ve committed $100,000 to seagrass restoration through our partnership with the Great Barrier Reef Foundation.”
Karen Sterling-Levis, Brand Director – Core Beer at LION
Great Barrier Reef Foundation, CEO, Anna Marsden said: “Seagrass meadows are essential to marine life, water quality and carbon storage, yet largely unseen. XXXX’s ongoing contribution is helping us accelerate vital seagrass restoration across the Reef, and what makes this new initiative so exciting is the way it brings our important work into the spotlight. We can’t wait to raise awareness to Aussies that Reef recovery is happening, and how everyone can play a role.”
The XXXX x GBRF Liquorland-exclusive 8-pack is available for a limited time at Liquorland stores nationwide and online via liquorland.com.au and coles.com.au.
Why you should give a XXXX about the seagrass
Seagrass meadows are one of the Reef’s most powerful natural allies. Spanning vast areas of the Great Barrier Reef, they act as natural filters that traps sediment before they reach coral reefs, helping keep the water clear and healthy. These underwater meadows also provide essential feeding and nursery grounds for turtles and thousands of fish species, while locking away carbon in the seabed for decades.
Because seagrass grows slowly and recovery can take years, active restoration plays a critical role. Each year, GBRF-supported teams collect seagrass seeds from the strongest plants, grow them in large-scale nurseries, and replant them across damaged areas of the Reef, helping restore the conditions marine life needs to return and thrive.
Together with Coles, GBRF has established the world’s largest purpose-built seagrass nursery in Gladstone. This facility allows seagrass to be grown and replanted at a scale not previously possible, supporting faster recovery.
