Lion has announced Kirin Ichiban will replace Furphy as the official beer of the Victoria Racing Club (VRC) ahead of the 2025 Melbourne Cup Carnival.

Already the most poured-tap beer at Flemington Racecourse in 2024, Lion said Kirin Ichiban had resonated strongly with Melbourne Cup Carnival racegoers.

From 1 August 2025, the Kirin Ichiban brand will be rolled out across all Flemington racecourse touchpoints, from signage and hospitality activations to on-course experiences. At the heart of this evolution will be the Kirin Ichiban Marquee, opening its doors for the first time during the upcoming Melbourne Cup Carnival.

Elevating what was formerly the Furphy Marquee, the striking new Kirin Ichiban marquee will take pride of place in the world-famous Birdcage Enclosure, offering uninterrupted views of the Flemington straight. From this exclusive race day vantage point, ticket-holders can indulge in a Japanese inspired premium all-inclusive experience, including a curated grazing menu, all-day beverage service, live entertainment, and cocktail-style tables and seating.

At the Flemington Winning Post, the Kirin Ichiban First Press Pavillion (formerly Furphy Deck), will offer uninterrupted views where invited guests will enjoy a decadent Japanese themed experience, food and beverages, with the final offering being kept under wraps until later in the year.

Lion Chief Marketing Officer Glen Brasington said: “Kirin Ichiban reflects the same uncompromising dedication to quality that the carnival offers.

“There’s a strong synergy between the audiences of the Melbourne Cup Carnival and Kirin Ichiban, both seeking a sophisticated and premium experience. The transition to Kirin Ichiban as the new lead beer, allows us to continue to evolve raceday experiences and delight racegoers during the season.”

Victoria Racing Club CEO Kylie Rogers said: “We’re excited to introduce Kirin Ichiban into the fold of our world-famous Melbourne Cup Carnival Birdcage Enclosure. We’re looking forward to seeing the brand’s elegant and exotic touch brought to life to complement the cosmopolitan appeal of the Melbourne Cup Carnival.”

Tickets to the Kirin Ichiban First Press Pavilion are now on sale at vrc.com.au, starting at $460. Tickets have been in high demand, with Victoria Derby Day and Lexus Melbourne Cup Day sold out and some availability left for Crown Oaks Day and TAB Champions Stakes Day.