XXXX Unveils Limited-Edition ‘Three-Peat’ Cans to Celebrate Brisbane Lions’ AFL Dynasty

Iconic Queensland beer brand XXXX, owned by parent beverage company LION, has announced the launch of a custom limited-edition XXXX GOLD packaging run to commemorate the Brisbane Lions securing a third consecutive AFL Premiership.

The campaign marks the culmination of the club’s back-to-back-to-back grand final victories and celebrates a nine-year commercial partnership between the football club and the regional brewing giant.

The commercial activation sees the production of a strictly capped run of 100,000 commemorative XXXX GOLD ‘Three-Peat’ cans. Designed to engage the club’s fanbase across Queensland, the limited inventory will be available exclusively through select independent retailers, Liquorland outlets state-wide, and digital e-commerce channels.

Commenting on the magnitude of the Lions’ sporting milestone and the value of the partnership, LION national field sales, Director Pat Donohue, said: “Winning three premierships in a row is an extraordinary achievement, and we couldn’t be prouder of the Brisbane Lions and their incredible dominance.”

“This limited-edition can is our way of celebrating this historic three-peat together with the fans, sharing in a landmark moment for Queensland sport with a beer that’s truly Queensland,” Donohue said.

Emphasising the resonance of the activation for the playing group and the local community, Brisbane Lions co-captain and three-time premiership player, Josh Dunkley, noted: “Winning three in a row is an unbelievable feeling.”

“Our fans have backed us each week and shown plenty of belief in the team, and there’s nothing better than bringing another flag home for Queensland.

“This limited-edition ‘Three-peat’ XXXX GOLD can isn’t just a beer, it’s a symbol of Queensland pride and the Lions’ unstoppable spirit.

“We can’t wait to see everyone across the state raising a XXXX GOLD can to an unforgettable season and three-year run. Here’s to the Lions, our fans, and plenty more moments like this,” Dunkley noted. 

Expressing his enthusiasm, LION partnership manager, Damon Thompson, highlighted the long-term commercial foundation underpinning the collaborative campaign.

“Partnering with the Brisbane Lions for the past nine years has been an incredible journey, and seeing them secure a three-peat is something truly extraordinary.”

“XXXX has always been about bringing Queenslanders together to celebrate the moments that matter, and delivering these limited-edition cans is our way of marking a legendary chapter in Queensland sport that none of us will ever forget,” Thompson said.

The limited-edition release is currently available across Queensland retail locations while stock lasts.

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