Tooheys launch tour with Dune Rats to revive Australian pub culture via Thinkerbell

Tooheys and creative agency Thinkerbell have launched Tooheys on Tour, aimed at bringing back Australian pubs and pub rock culture.

The tour celebrates the vibrant and strong nightlife and night-time economy, ensuring that pubs and live music remain a thriving part of the social fabric for years to come. The project is now live across social, OOH, earned and radio.

The first ‘Tooheys on Tour’ dates in 2025 will see the brand collaborate with the ARIA-nominated, and self-proclaimed Tooheys lovers, Dune Rats, adding three additional pub stops to their summer tour.

"We’ve been drinking Tooheys our whole adult lives," Dune Rats’ Danny Beus said. "Nothing beats a Tooheys, before a gig with mates, onstage at a sweaty show or after load out with the crew."

At the centre of the collaboration is a rock-inspired reimagining of Tooheys’ iconic jingle. The band will close each set with their rendition that celebrates the iconic Australian beer brand while embracing the power of live music.

In addition, Tooheys will be donating a $10k lump sum to the music industry's charity organisation Support Act, which delivers crisis relief services to musicians, managers, crew and music workers across all genres who are unable to work due to ill health, injury, a mental health problem or some other crisis.

The ‘Tooheys On Tour’ collaboration will also be donating Dune Rats merchandise and featuring home-grown local bands, hand-picked by the Dunies, to support at each show.

Bands have gone into the running to support by posting a cover version of the iconic Tooheys jingle to their socials, tagging @DuneRats and @Tooheys (Facebook) or @tooheys_au (Instagram) (18+ and NSW bands only).

Sesh Moodley, executive creative tinker at Thinkerbell, said: "Back in 2022, there were over 5000 clubs across Australia - now there are only 3550. In a time when we’ve seen too many clubs and live music venues closing their doors, this project is about more than just celebrating a brand—it’s about shining a light on the spaces that bring us together and define Aussie culture.

"With Toohey’s on Tour we’re not just putting on a tour; we’re taking a stand for the pubs and clubs that keep the fire of live music alive in Australia."

Karen Sterling-Levis, brand director - Core Beer, added: "We’ve always believed that pubs and live music are the beating heart of Australian culture. They bring people together, foster creativity, and create unforgettable moments.

"With ‘Tooheys on Tour,’ we’re proud to support the venues, artists, and communities that make this all possible. Partnering with Australian rock brands such as Dune Rats —true Tooheys fans who live and breathe Aussie music—allows us to celebrate this incredible legacy in a bold and exciting way. Together, we’re raising a glass to the pubs and music that unite us all!"

The ‘Tooheys on Tour’ dates are:

• 25 January: Entrance Leagues Club – Bateau Bay
• 31 January: Beach Road Hotel – Bondi Beach
• 1 February: Mona Vale Hotel – Mona Vale

Credits

Agency (creative and earned): Thinkerbell
Client: Tooheys, Lion
Talent: CEA, Dune Rats
Media agency: UM

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