North Melbourne’s new venture, chasing international success

North Melbourne have conquered the AFLW landscape, now the club has their eyes sight on a global venture off the field.

North Melbourne conquered the AFLW competition and now they’ve set their sights on a new venture.

The club are locked in on gaining international recognition, but it has nothing to do with their on field success.

Instead North Melbourne are chasing success in the world of brewing after partnering with Melbourne’s acclaimed Stomping Ground Brewery.

The club have joined forces with the brewery and will lock horns with the world’s best beer makers at the biggest annual beer competition on the planet – Melbourne Royal Australian International Beer Awards.

Stomping Ground’s Laneway Lager finds itself in the mix in the packaging design category after it’s tribute to the club’s AFLW Premiership success.

The design was an illustration of the Premiership Cup alongside the team’s mantra ‘worth the wait’.

The can is up for an award.

North celebrate after AFLW premiership

North Melbourne Football Club Chief Commercial Officer Orry Lack said the nomination is a testament to the creativity and collaboration between the club, the brewery and the fans.

“Our AFLW team went undefeated all season - the first time in VFL/AFL history,” he said in a statement provided to news.com.au.

“This beer was all about celebrating the groundbreaking moment in a way that truly connected with our fans.

“For the beer to be recognised on an international stage is a brilliant endorsement for our collective efforts.”

Stomping Ground Brewing co-founder Justin Joiner said the brewery is incredibly proud to be the official beer partner of the North Melbourne Football Club and getting to play a role in the celebration.

“To be able to help celebrate the club’s first premiership in 25 years and first ever in the women’s program was an absolute honour for us,” he said.

“To see Croc, Kearns and the whole team enjoying the beers in the rooms straight after the game was a huge thrill and the fact it sold out in a couple of hours shows what a special milestone this was for so many people.

“We look forward to celebrating many more historic moments with the North family in the future.”

North and Stomping Ground Brewery are chasing international success. Picture: Michael Klein

The Melbourne Royal Australian International Beer Awards provides a platform for breweries and cideries from across the globe to compete for coveted titles, including Champion Australian Beer and Champion International Beer.

The winners of the Melbourne Royal Australian International Beer Awards will be announced at the awards ceremony on May 15, 2025.

Melbourne Royal Senior Manager, Food and Beverage Awards Kirrily Waldhorn said competing in the Australian International Beer Awards is an invaluable experience for any brewery wanting global recognition.

“Beyond the chance to win a coveted Melbourne Royal medal or trophy, entrants in the Australian International Beer Awards receive valuable feedback from our expert judges, gain international recognition, and connect with a global network of brewers,” she said.

“As the world’s largest annual beer competition for draught and packaged beer, this competition drives innovation and helps raise the bar for quality across the entire industry.

“We are thrilled for all entrants to this year’s competition and look forward to celebrating their contributions to the brewing industry.”