XXXX pays Aussies in beer to watch seagrass grow in Reef-saving play

XXXX is putting a distinctly Australian spin on sustainability, rewarding people in beer to help monitor seagrass growth as part of a new partnership with the Great Barrier Reef Foundation.

The initiative centres on a Liquorland-exclusive XXXX x GBRF 8-pack, with the brand tipping an additional $100,000 into seagrass restoration across the Reef, backing one of the ecosystem’s most important but least visible heroes.

Often described as the Reef’s “underwater lawns”, seagrass meadows play a critical role in cleaning water, storing carbon and supporting marine life including turtles and dugongs. But they grow slowly, making restoration a long-term effort.

The campaign, developed by Thinkerbell and We Are Social, reframes conservation through everyday beer occasions, aiming to make Reef protection feel accessible rather than abstract. XXXX is leaning into that reality by inviting Aussies to tune in and help track seagrass growth via a live viewing feed, turning patience into participation and rewarding involvement with cold beer.

“The Reef is part of who we are,” Karen Sterling-Levis, brand director – core beer at Lion, said. “This partnership is about backing the long game. By choosing this pack, Aussies are helping fund the slow, vital work of restoring seagrass and getting a pretty great excuse to crack a beer while they’re at it.”

On top of existing partnership funding, the additional $100,000 will support projects that grow, nurse and replant seagrass meadows, accelerating restoration in priority areas.

“Restoring the Reef isn’t a quick fix – it takes long-term commitment and partners willing to invest in solutions that work,” said Great Barrier Reef Foundation CEO Anna Marsden. “XXXX’s support, alongside Liquorland, allows us to scale seagrass restoration and turn funding into real progress in the water.”