XXXX has found a distinctly Australian way to support the Great Barrier Reef: rewarding people in beer for literally watching grass grow.
The iconic beer brand has teamed up with the Great Barrier Reef Foundation to launch a Liquorland-exclusive XXXX x GBRF 8-pack, designed to support one of the Reef’s most critical but overlooked ecosystems, seagrass.
Turning everyday beer moments into Reef action
Available for a limited time at Liquorland stores nationwide and online, the special-edition pack builds on XXXX’s existing partnership with the Foundation, alongside an additional $100,000 donation from the brand to fund seagrass restoration across the Reef.
Seagrass meadows play a vital role in the marine ecosystem, helping clean the water, store carbon and provide food for species ranging from small fish to turtles and dugongs.
However, the restoration process is slow, often taking years making long-term funding essential.
To mark the latest phase of the partnership, XXXX is inviting Australians to tune in and help track the growth of seagrass meadows, rewarding participation with the chance to enjoy a cold beer while supporting the cause.
Backing the long game for the Reef
Karen Sterling-Levis, Lion Brand Director – Core Beer at Lion, said the initiative was designed to make sustainability part of everyday life.
“The Reef is part of who we are,” she said. “This partnership is about backing the long game. By choosing this pack, Aussies are helping fund the slow, vital work of restoring seagrass and getting a pretty great excuse to crack a beer while they’re at it.”
Great Barrier Reef Foundation CEO Anna Marsden said the support would help accelerate restoration efforts where they matter most.
“Restoring the Reef isn’t a quick fix, it takes long-term commitment and partners willing to invest in solutions that work,” Marsden said.
“XXXX’s support, alongside Liquorland, allows us to scale seagrass restoration and turn funding into real progress in the water.”
The XXXX x GBRF 8-pack is available for a limited time through Liquorland stores and online, with proceeds supporting seagrass restoration projects across the Great Barrier Reef.
Credits
Creative agency: Thinkerbell
Client: Lion
Social: We Are Social