Doss Blockos named official beer partner for Melbourne Fashion Fest

East 9th Brewing’s Doss Blockos brand has been named as the exclusive beer partner for the Virgin Australia Melbourne Fashion Festival in 2019.

The Colour of Beer™, a pale ale launched under the Doss Blockos brand last year replaces Asahi as the exclusive beer pouring at the Virgin Australia Melbourne Fashion Festival (VAMFF).

“VAMFF and the Doss Blockos brand are the perfect match,” says East 9th brand manager Benjamin Cairns, “both celebrate creativity, innovation and pushing the boundaries.”

Doss Blockos joins Virgin Australia, Visa, David Jones and Jacob’s Creek as VAMFF partner brands.

Aside from serving The Colour of Beer™ cans, Doss Blockos will be activating special offers for ticket holders across selected venues throughout Melbourne for VAMFF’s duration.

VAMFF runs from 1-10 March and is made up of over 150 events in Melbourne.

The Colour of Beer™ made headlines last year when it trademarked the colour of beer – a play on ‘colour ownerships’ such as Cadbury’s purple and ANZ’s blue. “Maybe Heineken, VB or XXXX Gold will have to tweak the colour of their liquid to avoid any trademark infringements,” East 9th’s Stephen Wools teased at the time, “they may own the taps pouring their beer but we own the colour of their beer!”


Ben Ice
BY Ben Ice ON 11 February 2019
Ben Ice was MarketingMag editor from August 2017 - February 2020