Grinders Coffee Roasters has become the exclusive coffee partner of the Victoria Racing Club (VRC) for the next three years.
“Like the VRC and the Melbourne Cup Carnival, Grinders is quintessentially Melbourne and we all know how much Melburnians love their coffee,” VRC CEO Neil Wilson says.
During the Melbourne Cup Carnival, Grinders will feature in the Birdcage Enclosure and The Park – Flemington’s food, fashion and entertainment precinct. Grinders will also sponsor race three on Melbourne Cup Day, The Grinders Coffee Roasters Trophy.
“Racegoers will be able to enjoy delicious Grinders coffee at various locations across the racecourse,” Neil says.
In the Birdcage, 2015 World Latte Art Champion and Grinders Ambassador Caleb Cha will serve up racing-inspired latte art in a purpose-built coffee stand inspired by Melbourne’s iconic laneway culture.
Racegoers in the Birdcage can purchase a Grinders coffee for a gold coin donation, with proceeds going to the VRC’s charity partner JDRF, formerly known as the Junior Diabetes Research Foundation.
In The Park, Grinders will offer a range of premium coffees from its Short Black Caravan, with matte black styling to emulate Melbourne street style.
Grinders Coffee says local artist Antra Švarcs will inspire racegoers to transform both spaces into works of art throughout the Carnival. Guests will be given bespoke stickers featuring Antra’s designs to stick onto the walls to create a unique art installation.
Speaking on behalf of Grinders, Coca-Cola Amatil’s Managing Director of Alcohol and Coffee Shane Richardson says Grinders is excited to bring a new premium coffee experience to Flemington.
“There are few things more iconic about Melbourne than its coffee or the race that stops a nation,” Shane says.
“This is a great partnership between two fantastic Melbourne institutions, and we’re really excited to be a part of this year’s Carnival and are looking forward to bringing our ‘Streets of Melbourne’ flavour to the famous Flemington Racecourse.”
In celebration of the new partnership, Grinders’ flagship stores in Lygon Street, Carlton and Woolloongabba, Brisbane will be running a Melbourne Cup-inspired coffee morning on 5 November serving up free Grinders coffees from 8am to 11am.
The VRC will officially open the Melbourne Cup Carnival on 3 November with Derby Day, followed by Melbourne Cup Day on 6 November, Oaks Day on 8 November and Stakes Day on 10 November.
For more information, visit www.grinderscoffee.com.au.