The British & Irish Lions Tour is more than a rugby series — it’s a celebration of culture, camaraderie, and passion. In 2025, Australia will be the stage for this epic event, and with an estimated 40,000 UK and Irish fans set to arrive, venues and retailers have a unique chance to create unforgettable experiences. What’s the secret to winning over this crowd? It starts with what’s in their glass.
At Heron Beverages, we know that beer is more than a drink — it’s a connection to home, tradition, and identity. Here’s why stocking iconic UK and Irish beers like Tennent’s, Tetley’s, Hobgoblin, Old Speckled Hen, and Belhaven could be the game-changer your venue needs during the Lions Tour.
Picture this: tens of thousands of passionate supporters traveling across Australia, wearing their team’s colors, singing in pubs, and sharing stories. The Lions Tour isn’t just about the games — it’s a festival of rugby culture, and for these fans, the experience extends far beyond the stadium.
What do these fans crave? Familiarity. Community. And, most importantly, a pint of the beer they know and love. For UK and Irish visitors, a good pint is as much a part of the rugby tradition as the game itself.
When fans walk into a venue and see their favorite beer on tap, it’s an instant connection. It tells them, “We get you.” And that simple gesture can turn a casual visitor into a loyal customer.
A group of Scottish fans spots Tennent’s Lager on tap. Instantly, they’re transported back to their favorite pub back home. They settle in, order a round, and stay for hours. The result? Increased dwell time, bigger spend, and a packed venue buzzing with energy.
It’s not just about serving beer — it’s about creating moments that these fans will remember long after the tour ends.
Make your venue the spot for rugby fans. Promote live match screenings with meal deals, prize giveaways, and the right beer on tap to drive foot traffic and keep customers spending longer. The excitement of a packed game-day atmosphere encourages group orders and repeat visits, turning one-off patrons into regulars
Heron Beverages is proud to offer a lineup of iconic UK and Irish beers that resonate deeply with Lions fans. Here’s a quick look at what you could be pouring:
Tennent’s Lager – Scotland’s most beloved lager. Crisp, refreshing, and instantly recognizable, Tennent’s is a must-have on tap and in 500ml cans.
Tetley’s Smooth – A classic English ale with a creamy, smooth finish. Perfect for creating that authentic pub vibe on draught.
Tetley’s Original – Available in 440ml cans, this traditional ale offers a taste of history with every sip.
Hobgoblin Ruby and IPA – Distinctive, bold, and full of character. These Wychwood Brewery favorites bring a touch of magic to any beer list.
Old Speckled Hen – A British icon. Known for its rich, malty flavor, this ale is a go-to choice for fans seeking a familiar pint.
Belhaven Best and Belhaven Brown – From Scotland’s oldest working brewery, these beers offer a taste of tradition. Belhaven Best, in particular, is Scotland’s number one ale and a guaranteed crowd-pleaser.
At Heron Beverages, we’re passionate about connecting people through great beer. We’re thrilled to bring iconic UK and Irish beers to Australia in time for the Lions Tour, helping venues and retailers create unforgettable experiences.
From Tennent’s to Tetley’s, Hobgoblin to Belhaven, our portfolio includes the beers that fans will be searching for. We’re here to support you with everything from point-of-sale materials to staff training — ensuring your venue is ready to welcome the roar of the Lions.
The Lions Tour only comes around every 12 years, and 2025 is your chance to make a lasting impression on thousands of visiting fans. Stocking iconic UK and Irish beers isn’t just a nice touch — it’s a business move that will set your venue apart.
Get in touch with Heron Beverages today to make sure your taps are ready to roar with the Lions. Together, let’s make the 2025 Tour one for the history books.
