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Posted 24/01/2025 9:17am

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Tooheys on tour rides,
Aussie pubs and music thrive,
In culture, we dive.

In partnership with
Nine

Tooheys goes 'on Tour' with Dune Rats to revive pub culture

Iconic Australian beer brand, Tooheys, has partnered with Thinkerbell to reboot pub culture via a new program dubbed 'Tooheys on Tour'. The first 'Tooheys on Tour' dates in 2025 will see the brand collaborate with ARIA-nominated band, Dune Rats.

The initiative is aimed at celebrating Australian pubs and live music, and launches with a campaign across social, OOH, earned and radio platforms. Media for the campaign was handled by UM.

Dune Rats will add three additional pub stops to their summer tour as part of the collaboration. The partnership includes a rock-inspired reimagining of Tooheys’ iconic jingle by Dune Rats. Tooheys will also be donating a $10k lump sum to the music industry's charity organisation, Support Act.

"We’ve been drinking Tooheys our whole adult lives. Nothing beats a Tooheys, before a gig with mates, onstage at a sweaty show or after load out with the crew," said Danny Beus of Dune Rats.

The 'Tooheys on Tour' collaboration will also be donating Dune Rats merchandise and featuring local bands at each show. Bands can enter to support by posting a cover version of the Tooheys jingle to their socials, tagging @DuneRats and @Tooheys (Facebook) or @tooheys_au (Instagram).

"Back in 2022, there were over 5000 clubs across Australia - now there are only 3550. In a time when we’ve seen too many clubs and live music venues closing their doors, this project is about more than just celebrating a brand—it’s about shining a light on the spaces that bring us together and define Aussie culture. With Toohey’s on Tour we’re not just putting on a tour; we’re taking a stand for the pubs and clubs that keep the fire of live music alive in Australia," said Executive Creative Tinker at Thinkerbell, Sesh Moodley.

"We’ve always believed that pubs and live music are the beating heart of Australian culture. They bring people together, foster creativity, and create unforgettable moments. With ‘Tooheys on Tour,’ we’re proud to support the venues, artists, and communities that make this all possible. Partnering with Australian rock brands such as Dune Rats —true Tooheys fans who live and breathe Aussie music—allows us to celebrate this incredible legacy in a bold and exciting way. Together, we’re raising a glass to the pubs and music that unite us all!" said Tooheys Brand Director - Core Beer, Karen Sterling-Levis.

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