Tooheys have had many innovative ideas, none more so than Tooheys New Supercold, the coldest beer on earth.

We gave them a choice of how to celebrate it. Would they like to see us cryogenically freeze a man in beer? Stage an all beer based man musical? Or see us share the earth’s coldest beer on earth with the rest of the earth in The Beer Relay. Australians texted their answer to 040-TOOHEYS and chose The Beer Relay, which saw a single glass of SuperCold beer being passed hand to hand, man to man, country to country across the globe.