Lion has today announced Byron Bay Brewery as the exclusive beer sponsor for Splendour in the Grass in 2022, celebrating its strong roots to heartland Byron with beer rights and new pop-up Byron Bay Brewery Bar.
After a two-year hiatus of Australia’s most famous music festival, the new partnership between Byron Bay Brewery and Splendour in the Grass reflects the brand’s connection to its heartland community, Byron, and supporting the region’s status as the creative, cultural hub for music and arts.
Byron Bay Brewery will be delivering an activation on the ground at Splendour with the Byron Bay Brewery Bar, offering performances by popular homegrown and international talent and interactive experiences throughout the weekend. The bar, serving chilled Byron Bay Brewery Premium Lager, will also play host to the legendary Thrills launch event on the Thursday night, the evening before the festival kicks off on Friday.
“The Byron Bay Brewery brand represents the young, vibrant lifestyle of the Byron community, and we’re excited to partner with Splendour as exclusive beer sponsor to bring festivalgoers together from far and wide to celebrate the incredible Byron Bay culture,” said Byron Bay Brewery Brand Director, Ed Jamison.
“Live music has been sorely missed by many Aussies, and with Splendour being the most anticipated music event of the year for our Byron community and Byron Bay Brewery lovers – we’re glad to be a part of bringing the good vibes back alongside Byron Bay Brewery, a fellow and proud creation of our heartland Byron,” said Secret Sounds Managing Director, Brand Partnerships, Kristy Rosser.
The activation is supporting local, up and coming Byron talent and unique produce, including food catered by Byron institution Light Years, and live printing held by local visual artist, Jacob Boylan.
The Splendour in the Grass festival will begin on Friday 22 July until Sunday, 24 July. The incredible lineup features:
STARCRAWLER + THE BUOYS + ELIZA & THE DELUSIONALS + THE GATLING GUN + HORSBRA VS BENNIS + LE SHIV + MINI SKIRT + NICE BISCUIT + RAD DAN + SWEAT DREAMS DJS + Y.O.G.A COWTECH DJ SET