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Easy Times Brewery Joins Forces with Spirit of Cricket & The If Project to Launch Official Tournament Beer in Mildura
- Anthony Telfer
- Sep 1
- 2 min read
Updated: Sep 4
The Global T20 Spirit of Cricket Festivale in Mildura is set to deliver more than world-class veterans cricket in September — it will also pour a new level of mateship into the game, with Easy Times Brewery announced as the Official Beverage Partner for the tournament.
In a partnership that blends cricket, community, and conversation, Easy Times Brewery has teamed up with The If Project and Spirit of Cricket Global to create the official Spirit of Cricket Beer. Each can will proudly carry the IF Project logo and QR code linking directly to the free IF App, putting mental health tools into the hands of men where they need them most.
“The Spirit of Cricket and The IF Project share the same heartbeat — mateship, connection, and looking after each other. That’s why I’m so proud to see the SOC Beer, brewed with Easy Times Brewery, carrying the IF Project logo and QR code to our free IF App.
Every carton sold will put $5 directly into sustaining our mission of getting mental health resources into men’s hands, right where they need them — on their phones. This is more than a beer; it’s a reminder that it’s courageous to speak about mental health and sometimes the most important conversations can start over a quiet drink with a mate,” said Clint Hoffman, Founder of The If Project.
The partnership has been secured through the support of 2025 Spirit of Cricket T20 Ambassador Michael Kasprowicz, who will be on hand in Mildura to celebrate the inaugural Festivale. “Kaspa” is looking forward to sharing a beer with franchise players and fans across the week-long event.
As part of the partnership, each franchise will receive an Easy Times slab each day to celebrate the day’s play, ensuring that mateship and connection remain at the heart of the tournament.
Greg Kimmings, Managing Director of Easy Times Brewery, expressed his excitement for the partnership, highlighting the opportunity to connect cricket and community through a shared cause. “At Easy Times, it’s all about mateship, enjoying good moments together, and, as we like to say — Easy Drinking Every Time.”
Founded in 2020, Easy Times began as an independently owned brewpub located across from the Gabba stadium in the precinct colloquially known as Gabba Lane.
Tournament Director Anthony Telfer added: “This partnership captures the true essence of the Spirit of Cricket — not only creating memorable moments on the field, but also using cricket as a platform to drive important conversations off it. We are thrilled to welcome Easy Times Brewery and The If Project into the Spirit of Cricket family.”
How to Order:
Orders for the Mildura Tournament (bulk for tournament use): https://easytimes.beer/soc-franchise-and-owners-orders/
Orders required by 10.00am 5th September
Personal Orders (home delivery): https://easytimes.beer/product/soc/
Orders available until 1st October
The Global T20 Spirit of Cricket Festivale will be staged in Mildura from 25 – 30 September 2025, bringing together eight franchises for competition, connection, and celebration.
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