Furphy’s seven-year reign as the official beer of the Victoria Racing Club has come to an end with beverage giant Lion confirming that Japanese beer Kirin Ichiban would be front and centre of its partnership with the VRC.
The Kirin Ichiban brand will be rolled out across all Flemington racecourse signage and hospitality from August 1, replacing Furphy, which assumed the role from James Boag, who had held the honour for nine years, in 2018.
All three brands are owned by Lion, whose association with Flemington dates back to 2001, when it acquired the naming rights of the Melbourne Cup under the then Tooheys brand.
Before that, rival beer brand Foster’s had sponsored the great race since 1985. The Cup is now sponsored by car brand Lexus, which holds those rights until 2027.
Kirin Ichiban will be featured in a new Japanese-themed marquee during the Melbourne Cup carnival in the Birdcage Enclosure, while the Kirin Ichiban First Press Pavillion will take over the former Furphy Deck near the Winning Post.
“Kirin Ichiban reflects the same uncompromising dedication to quality that the carnival offers. There’s a strong synergy between the audiences of the Melbourne Cup Carnival and Kirin Ichiban, both seeking a sophisticated and premium experience,” Lion chief marketing officer, Glen Brasington said.
“The transition to Kirin Ichiban as the new lead beer, allows us to continue to evolve raceday experiences and delight racegoers during the season.”
The Victoria Racing Club CEO, Kylie Rogers, welcomed a new chapter for the club.
“We’re excited to introduce Kirin Ichiban into the fold of our world-famous Melbourne Cup Carnival Birdcage Enclosure. We’re looking forward to seeing the brand’s elegant and exotic touch brought to life to complement the cosmopolitan appeal of the Melbourne Cup carnival,” she said.
The Straight News Desk
