Tooheys has stepped into the spotlight as the new official beer partner of the Toyota Tamworth Country Music Festival (TCMF), marking the first time the classic New South Wales brand has formally aligned with Australia’s largest country music event.
With the partnership now official, the brand is preparing to take a central role in one of Australia’s most significant cultural celebrations.
From January, festival-goers will be able to enjoy Tooheys across the full TCMF footprint.
The brand will anchor activity at the Tooheys Country Pub in Toyota Park. It will be poured at key venues including Wests Tamworth, Wests Diggers, The Longyard Hotel, The Tudor, Joe Maguire’s, Courthouse Hotel and Tamworth Services Club.
The familiar Tooheys blue and red will roll out across festival precincts, signage and media placements, placing the brand at the heart of the festival experience.
Karen Sterling-Levis, Brand Director Core Beer at Lion, said the partnership honours decades of shared culture between Tooheys and regional NSW.
“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.”
Strengthening Tooheys’ commitment to Australian music
The partnership extends Tooheys’ support for Australian live music venues through its Tooheys On Tour campaign.
The platform, designed to help venues reconnect fans with the artists they love, earned national recognition this year when Dune Rats received an ARIA nomination for their reimagined version of the iconic “I Feel Like a Tooheys” jingle.
Festival Manager Barry Harley said the partnership celebrates the stories that define the Tamworth community.
“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.”
With its deep roots in NSW hospitality and community spirit, Tooheys’ presence at the 2026 festival is expected to elevate the experience for locals and visiting fans alike.
For a brand that has long been part of Tamworth’s social fabric, the partnership marks a meaningful and overdue moment of alignment.
Top image: Katie Allen, Barry Harley and Emma Fahey