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A rugby themed promotional activation was set up to help Newstead Brewing Co (NBC) launch their newest beer – “The Ballymore” Queensland Lager. Named after the historic home of Queensland rugby, Ballymore, and only available in a can, the new beer was created specifically for Queensland rugby fans and to leverage NBC’s sponsorship as the Official Craft Beer of the Queensland Rugby Union. The activation, which used an onsite rugby themed promo zone, promo team members and other branded elements leveraged the passion of rugby fans in a fun and engaging way, while actively promoting sampling of the new product.