When I see pictures of blokes racing down a horse track wearing beer suits having won a prize given away by radio announcers called ‘Fitzy’ and ‘Whippa’, I am reminded of Professor Charlie Bamforth’s comment…
“The advertisements can be extremely funny, but equally they hardly appear to come from a position of maturity. It certainly has been an uphill battle for me endeavouring to spread messages of moderation and that beer ought to be a beneficial, welcome, and wholesome aspect of an adult’s lifestyle when I am confronted by imagery of flatulent horses and soccer ball juggling turtles as an aide to selling beer.”
I suspect that whenever public debate takes place about beer consumption, licencing, excise tax or anything else important to do with beer, these are the images that legislators and regulators call to mind. But that’s just me.[MK]

Media Release

‘Shirvo’ suits up for Australia’s richest foot race

Matt Shirvington surveys the track for the fourth Carlton Draught Plastic Cup

5 October 2011 – This October, Aussie sprinting legend Matt ‘Shirvo’ Shirvington will don the infamous lycra bodysuit one more time, swapping the green and gold for a bold Carlton Draught red. Training up a pack of ‘thoroughbred’ competitors, Shirvo has been enlisted as coach for the 2011 Carlton Draught Plastic Cup, Australia’s richest foot race, taking place at this year’s Tatts Cox Plate.

With boot camps taking place in Sydney, Melbourne and Brisbane, Shirvo will be giving finalists the work out of their lives. He will be training up a gold class heat in the spirit of Cox Plate racing legends past and present.

When asked about the race, ‘Shirvo’ said, “I’ve clocked up a fair bit of mileage in my time but I have to say the Carlton Draught Plastic Cup is one challenging foot race that should not be taken lightly. I’ll put the finalists through their paces and share my insider tips but when it comes to navigating the track with a pot of beer in hand I don’t think I could cut it!”

Now in its fourth year, the hunt is on to recruit twenty lucky punters to compete for the largest prize ever offered for a running race in Australia, $100,003.

Taking place on Saturday 22 October at the Moonee Valley Racecourse, the race is part of the Tatts Cox Plate Day and will see runners racing down the 150-metre course with a full cup of brewery fresh beer in hand, hurdling large barriers and obstacles on their way to the finish line.

Australians can win their place in the race through a number of on-air and live-broadcast events across the country through a partnership with Nova FM’s Meshel, Tim & Marty and Fitzy & Whippa.

Having already toured through Perth, Adelaide and Melbourne, Meshel, Tim and Marty are calling on listeners to attend live broadcast events at pubs in Sydney and Brisbane for their chance to win:

• Thursday 6 October – Doncaster Hotel, Kensington, NSW, 4pm – 6pm; with special guests Sneaky Sound System
• Friday 14 October – Plough Inn, Southbank, QLD, 4pm – 6pm

On the day, pub goers will be awarded a numbered bottle cap upon entry with the winning numbers drawn at random.

Additionally, one on-air winner will be picked each week on the Fitzy & Wippa drive show. To enter the on-air promotion, Aussies will be required to purchase a 24-pack of Carlton Draught then register online atwww.novafm.com.au. During the show, people who have entered will be called at random and asked a Carlton Draught bottle top trivia question. If they get it right, they’re in!

“There is more prize money up for grabs in the Carlton Draught Plastic Cup than the Stawell Gift,” said Andrew Meldrum, group marketing manager for traditional beers at CUB. “Shirvo will be giving the finalists the ultimate in track work prep, which along with a love of Carlton Draught and a whole lot of luck; will give them the best shot on the day.”

Contestants are required to complete the obstacle course in the fastest time possible, drawing on their pace, dexterity, balance and a love of Carlton Draught to ensure that they keep at least 200mls of beer in their cup as they run. If the beer spills, the race is lost.

* Matt Shrivington boot camps to be held in Sydney, Brisbane and Melbourne only.

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