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XXXX Gold bags an Island – just for its drinkers

XXXX GOLD has acquired a 15- acre island on the Southern Great Barrier Reef – called ‘XXXX Island’.


March 15, 2012

Thursday 15th March, 2012 – Fast becoming Australia’s favourite beer, XXXX GOLD, today announced it has acquired a 15- acre island on the Southern Great Barrier Reef – called ‘XXXX Island’.

Designed to be the ultimate destination for mates’ trips away, XXXX Island will offer Aussies the chance to experience what XXXX GOLD terms the ‘good life’ – a relaxing few days where you can do as little, or as much, as you want with activities including fishing, touch footy, beach cricket, swimming in the ocean or simply barbecuing the catch of the day with a beer in hand.

Anna McMillan, XXXX Marketing Manager said the XXXX Island concept was created to inspire Aussie mates to get together for some genuine ‘mates time’: “Really busy lives, often juggling family and work commitments is ever present. We wanted to create something larger than life, something that gave Aussies the chance to get away and hang out with their mates.”

In fact, a recent study1 revealed the last time the majority (57%) of Australian males got away for some ‘mates time’ was a year ago or longer – in fact for one in five males it is 10 years since they have been away with their mates – with nearly three in four confirming they get away less often than they used to.

“We know from our research that guys just love getting away with their mates and genuinely feel better for it. Hopefully XXXX Island will inspire them to do it more often,” said McMillan.

On hand to help XXXX GOLD create and build the ultimate destination for Aussies mates is the XXXX Island team of ambassadors, some of Australia’s best known sporting stars and personalities, who include television and radio personalities Jules Lund and Gus Worland, Better Homes and Gardens DIY expert Rob Palmer, former Aussie cricketer and current coach of the Queensland Bulls Darren ‘Boof’ Lehmann, fishing fanatic and former League star Andrew “ET” Ettingshausen, outdoor expert and all-round adventurer Matt Wright, and chippies Duncan Miller and Mark Bowyer, The Two Fat Tradies, best known from The Block TV series.

“It’s awesome to be a part of this fantastic campaign. I’ve been there and as far as islands go, it’s just about perfect. I’m looking forward to working with this great group of ambassadors to help tell Aussies how they have a chance to get themselves to XXXX Island,” said Lund.

Making XXXX Island ‘Good as Gold’

Before it officially opens in October, the team behind XXXX Island will be asking Aussies to share their thoughts on what would truly make the island the ultimate destination for those who love the good life.

With very little on the island currently, XXXX GOLD is looking for ideas and suggestions on what they should build on or bring to the island, or what activities should be made available to mates who get the chance to stay for a few days.

1 Nine Rewards Research, commissioned by XXXX GOLD, 29th February, 2012, 1,000 males aged 32-54

“We’d love to help build an island bar on the Great Barrier Reef that has the ultimate view of the Capricorn Coast,” said Mark Bowyer.

“I’d like to see a one-hole golf course facing out to sea or a permanent beach cricket pitch on the sand so we can play as long as the sun shines,” said Darren Lehmann.

More on ‘Mates Time’
As research has shown, ‘mates time’ is crucial for busier-than-ever Aussie blokes.Half of those Aussie males surveyed said the best thing about getting away with their mates is the chance to catch up and have a beer or two, while nearly all respondents (94%) said they feel more relaxed and less stressed when they spend time with their mates.

It’s not only males who believe a mates trip away is a good thing – more than 80 per cent of women surveyed said their partner deserved a trip away at least once a year2.

“Life is jam-packed, the finances are tighter and getting away with mates for a couple of days is too often consigned to the ‘too hard’ basket,” said McMillan.

“At the end of the day Aussie guys need to spend time with their mates – whether it’s over a beer at the pub, a camping trip up the coast or perhaps a few days on XXXX Island. It simply makes them happier and better for it,” said McMillan.

Aussies wanting to put themselves and three mates in the running for a trip to XXXX Island valued at $10,000 will be able to submit their ideas via the XXXX Island website. Additional chances to win will also be available via on-pack and on-premise promotions, through the XXXX GOLD Retreat and through a variety of other competitions.

For more information go to www.xxxxisland.com.au.



XXXX GOLD was first launched in 1990 and at 3.5% alcohol by volume is Australia’s leading mid-strength beer. It’s also the second biggest beer brand nationally and continues to grow across the country working towards its vision of becoming Australia’s favourite beer. For more than two decades, XXXX GOLD has been a supporter of sport and the community both and across Australia. In 2007, XXXX GOLD unveiled the XXXX GOLD Beach Cricket Series, bringing some of the world’s best former cricketers to Australian beaches to compete in custom built stadiums. Supporting XXXX GOLD are also the XXXX Angels and XXXX GOLD Retreat, appearing at towns and events around the country.

Media Contacts

Sarah Kittel on 02 8297 1508 / 0407 868 550 or skittel@respublica.com.au Catherine Guyder on 02 8297 1503 / 0422 403 851 or cguyder@respublica.com.au

 2 Lonergan Research, commissioned by XXXX GOLD, 27 February, 2012, 1,000 Australian females aged 32-55