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CUB kicks off ‘The Pub Reopening Ceremony’ as venues open again

A tap-torch is travelling around Australia in ‘The Pub Reopening Ceremony’.

The initiative from Carlton & United Breweries (CUB) kicked off at its brewery in Abbotsford, with CEO Peter Filipovic lighting the torch in a beer-inpsired tracksuit.

The ‘Pub Reopening Ceremony’ kicked off at CUB’s brewery

The ceremony is an extension of CUB’s ‘For the love of your local’ campaign which seeks to help Australian venues recover from COVID-19 closures by raising $2m.

Following the torch being lit it was passed over to comedian Mick Molloy and delivered to his AFL program The Front Bar on Seven, which is sponsored by Carlton Draught. The torch then travelled to The Espy and will continue its tour around Australia with a team of ‘Official Tap Torch ambassadors’.

Filipovic said: “We’re thrilled that pubs are beginning to re-open across the country, and what better way to celebrate than with an official re-opening ceremony and a national pub crawl? We hope that this campaign helps shine a spotlight on the brilliant pubs across the country and encourages Australians to head back to their local and support the pubs that are at the heart of their communities.”

The ‘For the love of your local’ campaign was created by Clemenger BBDO Melbourne. Earlier this month, Carlton Draught released an ‘Ode to the Pub’ pleading with Prime Minister Scott Morrison to announce a date when pubs can reopen in Australia.

Clemenger BBDO Melbourne executive creative director, Evan Roberts, said: “This country has been through the full gamut of emotions over the last few months. But now it’s time to celebrate and to help out our locals by enjoying a fresh one straight from the tap.”

Australians can support their local pub by visiting the campaign website and buying a pint of beer from their favourite venue, which will then be matched by CUB.

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