Tooheys has been announced as the official beer partner of the Toyota Tamworth Country Music Festival (TCMF), marking the first time the iconic NSW brand has taken centre stage at Australia’s home of country music.
As Lion’s most popular tap beer in Tamworth, Tooheys has long held a special connection with the region. This new partnership strengthens that bond, celebrating the hospitality venues, fans, and artists who have made sharing a Tooheys or Two part of the festival experience for decades.
From January, festival-goers will be able to enjoy Tooheys across the full festival footprint, with Tooheys beers poured at the Tooheys Country Pub in Toyota Park and a wide network of supporting venues including Wests Tamworth, Wests Diggers, The Longyard Hotel, The Tudor, Joe Maguire’s, Courthouse Hotel, and Tamworth Services Club, among others.
The iconic Tooheys blue and red will feature prominently throughout festival venues, precincts, and media, ensuring the brand is front and centre during this cultural celebration.
The alignment builds on Tooheys’ ongoing commitment to supporting live music venues and local communities through its Tooheys On Tour campaign—a platform designed to help venues bring
fans back through the doors and reconnect with the artists they love.
“For over 150 years, Tooheys has proudly backed NSW communities. The Toyota Tamworth Country Music Festival reflects that same spirit, bringing the state’s culture and its country-town pride to life on a national stage. We’re proud to support an event that means so much to the artists, the locals and the fans who return year after year,” said Karen Sterling-Levis, brand director of core beer at Lion.
“The Toyota Tamworth Country Music Festival has always celebrated the stories, talent and community that come out of country towns. Tooheys has been part of that landscape here for decades, so formalising this partnership felt like a natural step. It’s a brand that understands and supports regional NSW, and we’re pleased to have them join us in championing the festival and the people who make Tamworth feel like home,” concluded festival manager, Barry Harley.
