Endeavour Group has grabbed the youth vote by the horns at the Ramsgate Hotel, riding a viral wave on the so-called ‘milk challenge’.
Henley is one of Adelaide’s most popular beachside destinations, just 10 kilometres from the CBD, and the Ramsgate Hotel opened in 1897 to serve beer to the masses, in front of a jetty used for loading sheep.
It has a strong history of standing out from the crowd. Following a renovation in 1999, it adopted the character of Max the Merino to promote itself.
In 2002 it gained notoriety for a more serious claim to fame, as the site of a post-match brawl between Crows and Power players that has gone down in AFL folklore.
More recently, in 2018 the pub got on the early bandwagon of TikTok, particularly promoting its ‘TFIF Ramsgate’ events, which are a Friday-night institution for locals.
Focusing on content-driven social media, the Ramsgate has amassed nearly 125k Likes.
And of late, the Friday night party has been host to patrons drinking – and wearing – drinks such as milk, in a style known as ‘straight-arming’.
The milk connection is thought to have been inspired by a video of Jonathan Brown of the Brisbane Lions skolling an entire 1.5-litre bottle of the stuff.
Endeavour’s pubs arm, the former ALH, has been instigating changes and forecasting acquisitions, as it explores new business models unencumbered by its former ownership by Woolworths.
Mid-2021 brought the launch of Nightcap Social, in conjunction with the opening of a new 17-room accommodation offering at the Ramsgate Hotel.
@tfiframsgate Anything is possible on a Friday 🤌 #adelaide #club #pub #dj #party ♬ Che La Luna – Louis Prima
