Here’s cheers to vaxxed
WHEN locked-down Australians get their first taste of freedom, the nation’s pubs and clubs want them to wash it down with a cold beer.
Beverage giant Lion is promising the double-vaxxed a free schooner at participating venues from October, and is calling all businesses to give staff an afternoon off to get the “vaxxed to the pub” and celebrate the end of lockdowns across the nation.
“We want to do our bit to encourage people to get vaccinated,” said Lion’s managing director, James Brindley.
“We’re urging our fellow Aussies to roll up their sleeves and get double-jabbed so that we can start to bring much-needed business back to our struggling hospitality sector.”
The move follows a range of vaccination incentives across industry sectors, from last month’s “Slabs for Jabs” giveaway by Hawke’s Brewing Co, to Luxury Escapes’ vaccine travel vouchers.
Having a schooner at the pub is symbolic of all the things Australians have missed during lockdown, Mr Brindley said. “Getting out and talking with mates is good for all of us. I think that beer will taste really good on so many levels.” he said.
While a free beer is unlikely to mobilise anti-vaxxers, the backing of trusted brands can add weight to the government’s health messaging, according to RMIT marketing lecturer Dr Amanda Spry.
“For people who are hesitant or complacent, sometimes a small incentive can be enough to activate them,” said Dr Spry, who has been researching the rise of brand activism. “It makes a lot of sense for companies that have been significantly impacted by the pandemic to offer incentives for vaccination.”
Merivale group beverage general manager, Franck Moreau, was quick to roll up his sleeve for the cause, and is enthusiastic about the prospect of reopening before Christmas. “I was very happy to get vaccinated – I feel it’s the only way we can return to a normal life,” he said. “We will be ready for people to come back with open arms and a nice, cold beer from the draught.”
Double-vaxxed punters can claim their free Furphy Refreshing Ale or Furphy Crisp Lager at participating Lion venues from October 1 (or when lockdowns lift), to December 31, via MyApp.