Main content

Sheedy Beer launched

BTV: Sheedy Beer launch Essendon legend Kevin Sheedy visited Colonial Brewing Co in Port Melbourne for a look into the production of Sheedy Beer.

Essendon Football Club and AFL Hall of Fame Legend Kevin Sheedy has been immortalised in liquid form thanks to the latest iteration of the Colonial Brewing Co. Bomber Beer.

Ahead of the Bombers’ clash with the Lions at the MCG on Saturday afternoon, the club’s official beer and cider partner has commemorated the AFL pioneer with limited-edition Sheedy Beer cans celebrating his famous scarf wave, as well as his four premierships as Essendon senior coach between 1981 and 2007.

Now in its third year of the partnership, Colonial Brewing Co. was the first Australian craft brewery to enter the AFL industry, through its exclusive collaboration with the Essendon Football Club.

Essendon CEO Xavier Campbell said Sheedy Beer was a fitting commemoration of the industry trailblazer. 

“The partnership with Colonial Brewing Co. has enabled us to create a vastly successful range of Bomber Beer for our supporters since we joined forces in 2017,” Campbell said.

“We are delighted to celebrate a legend of our club in Kevin Sheedy with a limited-edition Bomber Beer. We’re confident the beer will resonate strongly with our supporter base and we hope to continue to feature a series of Essendon legends throughout our partnership.” 

The premiership cans feature an image of the premiership cups, Essendon’s winning score and Sheedy’s signature.

Colonial Brewing Co. general manager Lawrence Dowd said he was thrilled about the new initiative within the thriving partnership.

“Sheeds is synonymous with the Bombers and with football, so the opportunity to immortalise one of the club’s greats in a beer was something we naturally jumped at,” Dowd said.

“Bomber Beer has been a fantastic initiative for us, creating something truly unique and special for Essendon fans and members, and we are confident they will love this latest incarnation with a man who, for many, is Essendon.” 

Kevin Sheedy recently joined The Essential Listen podcast to launch Sheedy Beer. (Photo: Essendon FC)

The beer has had a slight refresh after two incredibly successful seasons of Bomber Beer, with the first run in 2017 selling out in just under four days.

The beer will be on sale in many of Victoria’s biggest liquor outlets, as well as in select locations in the local Essendon region. Fans of the craft beer will also be able to enjoy Sheedy Beer at their local, with Sheedy Beer tap cards featuring in several pubs across the state over the coming weeks.

The Sheedy Beer is on sale now, available from the Colonial Brewery in Bertie Street Port Melbourne from today, with a full list of stockists available from Monday.

Essendon Football Club and Colonial Brewing Company promote the responsible service and consumption of alcohol. 

Don’t forget, if you can’t get to an Essendon game, or the team is playing interstate, be sure to head to the Colonial Brewery in Port Melbourne for a true home-away-from-home experience. And if the Bombers win, a free round is up for everyone in attendance!


Store name  Suburb
Dan Murphy's Ascot Vale
Dan Murphy's Essendon DFO
Dan Murphy's Brunswick East 
Dan Murphy's Coburg
Dan Murphy's Preston 
Penny Young Moonee Ponds
Ritchies IGA Carrum Downs
Ritchies IGA Tower Hill, Frankston
Ryan's IGA Midvale Ballarat 
Ryan's IGA Pleasant Park Ballarat 
Ryan's IGA Beaufort
Ryan's IGA Torquay
Ryan's IGA Kyneton
Ryan's IGA Northway Ballarat
Campana's Deli Ballarat
Prince Wine Essendon Essendon
Carwyn Cellars Thornbury
Ascot Vale Foodworks Ascot Vale
Barrington Liquor South Yarra
Bulleen Bottle-O  Bulleen
Five Crown Cellars North Melbourne
Foxxy's Cellarbrations  Daylesford
Foxxy's Cellarbrations  Kilmore
Foxxy's Cellarbrations  Wallan 
Ettora IGA Brunswick
Let's Unwine Berwick
MW Wines Collingwood
Pakenham Bottle-O Pakenham
O'Keefe IGA Seymour