Legacy Lager

Australians have a deeply ingrained cultural tradition of “buying someone a beer” as a gesture of gratitude. Legacy and VML saw an opportunity to modernise this custom, turning it into a meaningful way to honour fallen veterans while engaging Australians in a simple, relatable, and impactful act of giving. By merging this tradition with technology, they could make supporting veterans’ families accessible and ongoing.

Legacy and VML introduced "The Legacy Tap," a new fundraising initiative that uses dry beer taps equipped with RFID technology. Installed in pubs and clubs across NSW, the taps allow patrons to symbolically "buy a beer" for fallen veterans with just a tap of their phone or credit card. Each donation directly supports Legacy families, providing vital assistance. Launched on Remembrance Day, November 11, the taps were designed to remain active year-round, ensuring Australians could show their gratitude every day. The campaign was brought to life with films featuring real veterans and their families, sharing their powerful stories of sacrifice and resilience.