Coldstream Brewery has become an official sponsor of next weekend’s Qantas Australian Formula One Grand Prix.
Under the terms of the two-year deal, the Victorian brewery, which produces Coldstream Cider, gains exclusive cider pourage rights to the showpiece event, which marks the start of the 2012 Formula One season.
The cider will be available at all public bars at the Melbourne Grand Prix circuit, as well as in hospitality areas and the Paddock Club.
Speaking to The Shout, a publication for the hotel, bar, club and liquor industry, Coldstream Brewery marketing manager Nick Strong said: "This is such a brilliant opportunity for a smaller business that is local to Victoria. We've signed this partnership agreement for a two-year period with the possibility to extend, and we're already excited about what the future holds."
While the brewery produces a range of other beverages, Strong said that the company is “really keen to showcase the cider," adding: “It's part of our strategy as a company to cement ourselves as a well-respected brewer and showcasing the cider gives us a platform to roll out our beers."
The 2012 Qantas Australian Formula One Grand Prix begins on 15th March in Melbourne.