MyCCA Contact Us
$8.82
CCL Share Price As at 2020-05-26 18:38:54

$8.96

^ $-0.14/ -1.56%

Grinders returns to the Melbourne Cup Carnival

Iconic Melbourne coffee brand Grinders Coffee returns to the Birdcage this year, delivering a refreshing new take on nitro-infused cold brew coffee from a purpose-built installation inspired by Melbourne’s unique laneway culture.

Iconic Melbourne coffee brand Grinders Coffee returns to the Birdcage this year, delivering a refreshing new take on nitro-infused cold brew coffee from a purpose-built installation inspired by Melbourne’s unique laneway culture.

As exclusive coffee partner of the Victoria Racing Club (VRC), Grinders will be looking to build on last year’s maiden outing, when it served up over 60,000 flat whites and long blacks, with over 6,000 of those brewed up by baristas in its flagship Birdcage activation.

“We are thrilled to partner with VRC for the second year,” said Grinders Coffee Director Sally Byrne. “Hopefully we can bring a bit of extra excitement and a fun and memorable coffee experience to racegoers at one of Australia’s most iconic events.

“In the headline Birdcage activation, we’ll be mixing it up a bit, taking our beautiful cold brew and infusing it with nitrogen to create a velvety foam on top and a sweet, smooth and creamy mouth feel for a bit of sophistication!”

The Birdcage installation itself has a sophisticated Melbourne feel, and is designed around the brand’s three core campaign pillars of fashion, art and music, which are encapsulated in its clean, sharp and stylish black architecture.

In addition to the Birdcage, throughout the Cup Carnival, Grinders will also feature in The Park, Flemington’s food, fashion and entertainment precinct, and appear on the racecard, as sponsor of sponsor race three on Melbourne Cup Day, The Grinders Coffee Roasters Trophy.

Outside of Flemington, tourists and locals will also be able to enjoy a Grinders coffee at the brand’s two flagship cafes at Melbourne Airport (Qantas Domestic Terminal) and Lygon St in Carlton, and well as many other premium cafes across the city.

To mark the occasion, Grinders Lygon Street café is also offering local coffee lovers the chance to win free Grinders coffees for a year through its Instagram page. And anyone over 18 visiting the Virgin Australia lounge at Melbourne’s domestic airport between 4 and 7pm on Melbourne Cup Day, Tuesday 5 November, will be treated to a complimentary Grinders espresso martini to round off their raceday experience.

Ms Byrne added, “Grinders has been a part of Melbourne’s coffee culture since 1962. A bit like Flemington, we’re a local institution and we can’t wait to share a bit of passion and local coffee culture with everyone flocking to Melbourne for this year’s Carnival.”

The VRC will officially open the Melbourne Cup Carnival on 2 November with Derby Day, followed by Melbourne Cup Day on 5 November, Oaks Day on 7 November and Stakes Day on 9 November.