Shane Warne’s Moa beer vs Sean Combs Ciroc vodka

Australia’s favourite larrikin Shane “Warney” Warne has just undergone another transformation. This time he is doing his bit for trans-Tasman relations as a craft beer connoisseur with his own label, 99 Not Out, made in partnership with New Zealand brewers Moa.

The pale ale is exclusive to Australia and will be sold through the vast Woolworths’ Dan Murphy network as well as a number of pubs in the ALH Group, also 75 per cent owned by Woolworths.

Whether you love or hate Warney, it’s a clever move by Moa and a big, loud relaunch into Australia. It is also part of a growing trend of companies seeking more rewarding and elaborate celebrity partnerships over traditional sponsorships. Instead of fronting the cash, brands put the celebrity in charge of sales generation and with luck both parties are rewarded nicely for it…

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