Already the most poured-tap beer at Flemington Racecourse in 2024, Kirin Ichiban has resonated strongly with Melbourne Cup Carnival racegoers, complimenting their signature sophistication and the event’s prestige. Kirin Ichiban is brewed using a first-press brewing process, ensuring a smooth and pure flavour, crafted with the finest ingredients. This aligns with the premium and sophisticated atmosphere of the Melbourne Cup Carnival, where quality and craftsmanship are celebrated.
From 1 August 2025, the Kirin Ichiban brand will be rolled out across all Flemington racecourse touchpoints, from signage and hospitality activations to on-course experiences. At the heart of this evolution is the all-new Kirin Ichiban Marquee, opening its doors for the first time during the upcoming Melbourne Cup Carnival.
Elevating what was formerly the Furphy Marquee, the striking new Kirin Ichiban marquee will take pride of place in the world-famous Birdcage Enclosure, offering uninterrupted views of the Flemington straight. From this exclusive race day vantage point, ticket-holders can indulge in a Japanese inspired premium all-inclusive experience, including a curated grazing menu, all-day beverage service, live entertainment, and cocktail-style tables and seating.
At the Flemington Winning Post, the Kirin Ichiban First Press Pavillion (formerly Furphy Deck), will offer uninterrupted views where invited guests will enjoy a decadent Japanese themed experience, food and beverages, with the final offering being kept under wraps until later in the year.
