The Big Game: Hallertau’s special wake-up call

While Mr Whippy is often licked, he can never be beaten (at least when it comes to puns). But we have a late contender for the final instalment of The Big Game, a prestigious award dished out by StopPress to the best example of desperate euphemism usage from non-sponsors hoping to ride the rugby attention train. We’ve already seen Moa sneak into the stands of the Rugby World Cup with its fairly blatant ‘Four More Years‘ brew. And while actual sponsors ASB and even Steinlager are promoting the consumption of hot beverages while watching the game, Hallertau Brewery has crafted a specially made breakfast beer ahead of Sunday’s final. Let’s hope David Seymour gets his hands on one. 

  • See more Big Game contenders here

Featuring all the classic attributes of a piggy-backer, the label is rugby ball shaped and the H has been turned into a set of goalposts. As it says on the tin: “Double the hops and half the tipsy, so you can keep your eye on the ball.” 

Moa has also dabbled in breakfast beers and received a bit of heat for it when it launched. 

GO THE MIGHTY All Blacks!!!!The MediaWorks stars have a few messages for the boys…Full video: tinyurl.com/noka3ts Jeremy Corbett Paul Ego Hilary Barry Jono and Ben Mike McRoberts Heather du Plessis-Allan Duncan Garner MasterChef New Zealand The Bachelor New Zealand The Block NZ The Edge The Edge Breakfast with Jay-Jay, Mike & Dom Dai Henwood

Posted by Story on Thursday, October 29, 2015

MediaWorks has also shown its support for the team. But if you want to see someone who truly understands the importance of commercialisation in the modern game, Calum Henderson embarked on a worthy quest to survive only on branded All Blacks products

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