Tooheys has been announced as the Official Beer Partner of the Toyota Tamworth Country Music Festival (TCMF) from 16–25 January 2026.

It marks the first time the brand has taken centre stage at Australia’s biggest celebration of country music.

As Lion’s most popular tap beer in Tamworth, Tooheys has long held a special connection with the region. The brewer said this new partnership would strengthens that bond, celebrating the hospitality venues fans and artists who have shared a Tooheys at the festival over the decades.

From January, festival-goers will be able to enjoy Tooheys across the full festival footprint, with beers poured at the Tooheys Country Pub in Toyota Park and a wide network of supporting venues including Wests Tamworth, Wests Diggers, The Longyard Hotel, The Tudor, Joe Maguire’s, Courthouse Hotel, and Tamworth Services Club, among others.

Lion said the alignment would build on Tooheys’ ongoing commitment to supporting live music venues and local communities through its Tooheys On Tour campaign – a platform designed to help venues bring fans back through the doors and reconnect with the artists they love.

This year, the campaign earned national recognition when Australian rock band Dune Rats, received an ARIA Award
nomination for ‘Best Use of an Australian Recording in an Advertisement’ for their re-imagined version of the iconic I Feel Like a Tooheys jingle.

Lion Brand Director – Core Beer Karen Sterling-Levis said: “For over 150 years, Tooheys has proudly backed NSW communities. The Toyota Tamworth Country Music Festival reflects that same spirit, bringing the state’s culture and its country-town pride to life on a national stage.

“We’re proud to support an event that means so much to the artists, the locals and the fans who return
year after year.”

Festival Manager Barry Harley said: “The Toyota Tamworth Country Music Festival has always celebrated the stories, talent and community that come out of country towns. Tooheys has been part of that landscape here for decades, so formalising this partnership felt like a natural step.

“It’s a brand that understands and supports regional NSW, and we’re pleased to have them join us in championing the festival and the people who make Tamworth feel like home.”