Brewmanity Beer Co has joined the ranks of AFL-paired brands teaming up with Melbourne Football Club to launch Demon Beer – a “new age, flavour-filled beer”.
Former captain of the Melbourne Football Club David Neitz and fellow Brewmanity co-founder Jamie Fox based the beer on their Tango & Splash Juicy Lager, which claimed silver at the Australian International Beer Awards.
As part of the fundraising deal, 100% of the proceeds from the sale of the beer, which will be sold exclusively online through MFC and Brewmanity’s websites, will go to the club.
Brewmanity is not the first brewer to partner up with an AFL side.
Two Birds Brewing joined forces with Western Bulldogs AFLW team again for the 2019 season, whilst the Colonial Brewing Company renewed their partnership with Essendon Football Club for the next two years.
Neitz of Brewmanity said that with his AFL background he had a “unique opportunity” to fly the flag for craft beer and connect with more traditional beer drinkers.
“One of the most pleasing things for me personally is that through Brewmanity’s commitment to our Good Beer and Good Deeds philosophy I’ll be able to support two organisations that I’m really passionate about, the Melbourne Football Club, and the Fight MND foundation,” he continued.
Neitz said that the beer is a mash up of an Australian-style lager, but with the late hop characteristics of a New England IPA.
“Ultimately the beer hits the mark as an easy drinking lager, but with the usual bitterness replaced with a subtle but delicious hit of stone fruit flavour on the back of the pallet,” he said.
Brewmanity will also continue their support of Fight MND, for which they have already raised $250,000 in support of the Motor Neurone Disease charity which funds the search for more effective treatments for the illness.
The limited edition Demon Brew costs $99 plus delivery, and it is available from this week.