The Tasmania Devils and Devil’s Corner have today announced a long-term partnership, with Devil’s Corner becoming the club’s Official Wine Partner as the Devils continue their journey towards AFL and AFLW entry in 2028.
It’s a natural pairing, two Devils with Tasmania at the heart of their story.
Brown Family Wine Group has held the Devil’s Corner site since 2010.
On Tasmania’s spectacular East Coast, the Devil’s Corner Cellar Door and Lookout takes in sweeping views across Moulting Lagoon, Hazards Vineyard and the dramatic Hazards mountain range beyond.
It’s an extraordinary place where the vines meet the sea and the wild beauty of the landscape is part of what makes Devil’s Corner unmistakably Tasmanian.
Led by Senior Winemaker Tom Wallace, Devil’s Corner produces cool climate wines shaped by the conditions and character of the East Coast, and by the persistence and craft required to work in this part of the world.
Brown Family Wine Group CEO Cameron MacFarlane said the partnership reflected the significance of the Tasmania Devils journey and Devil’s Corner’s belief in what it could mean for the state.
“Having a Tasmanian team competing on the national stage is something people across the state have wanted for generations, and we’re incredibly proud to be part of that journey,” MacFarlane said.
“This is a defining moment for Tasmania. The Devils will give the state a new national platform and create something Tasmanians everywhere can get behind.
“For Devil’s Corner, this is much bigger than putting our name alongside a football club.
"It’s an opportunity to back an important new chapter for Tasmania and, together, share more of the people, produce, communities and extraordinary places that make this island what it is.”
Devils CEO Brendon Gale said Devil’s Corner was a natural fit for a club being built to represent the whole state.
“We have a rare opportunity to build a football club from the ground up that genuinely reflects Tasmania, who we are, what we value and what we want to become,” Gale said.
“That makes the partners who join us at this stage particularly important.
"Devil’s Corner brings genuine Tasmanian credentials, an established reputation and an ambition that reaches well beyond the state.
“It’s exactly the kind of partnership we want to build.
"One grounded in Tasmania, with the ambition to take our story to audiences around Australia.”
Georgia Bruton, Chief Marketing Executive, Brown Family Wine Group, said the partnership was a natural extension of Brown Family Wine Group’s long-standing commitment to Tasmania and its belief in the people and industries shaping the state’s future.
“We’re incredibly proud to be in the Devils’ corner and to stand behind a Club that will fly the flag for Tasmania on the national stage,” Bruton said.
“Our commitment to Tasmania goes well beyond the wines we make here.
"It’s about investing in the people, places and industries that make this state extraordinary, from wine and tourism to food, hospitality and now football.
“There’s a real sense of momentum in Tasmania and the Devils will be an important part of that.
"They have the opportunity to bring people together, build pride across the state and show Australia what Tasmania is capable of.
“For us, this partnership is about getting behind that ambition.
"Two Devils, both proudly Tasmanian, backing the people and the place that have made us who we are.
"We can’t wait to see what we build together.”
The partnership will extend beyond the football field, with Devil’s Corner and the Tasmania Devils exploring opportunities across member and supporter experiences, events, hospitality, content and special releases.
From match day hospitality to experiences at the Devil’s Corner Cellar Door on the East Coast, the ambition is to bring together Tasmania’s sporting culture with its renowned wine, food and tourism offering, creating memorable experiences for supporters and new ways to discover the state beyond game day.
Tasmania's General Manager of Commercial and Partnerships James Creak said Devil’s Corner’s commitment from the club’s formative years was particularly meaningful.
“The Tasmania Devils are being built to reflect the pride, character and ambition of Tasmania, and we want partners alongside us who genuinely believe in what we’re building,” Creak said.
“Devil’s Corner has been in our corner early.
"They’re not waiting for the first AFL game or the first major milestone.
"They’re backing the journey that gets us there.
“That long term commitment gives us an opportunity to build something meaningful together for our members and supporters, and we’re excited about what the partnership can become as the club grows.”
The partnership comes as Devil’s Corner continues to invest in its East Coast home and the experience of visiting the place behind its wines.
The Devil’s Corner Cellar Door and Lookout was redeveloped two years ago to create more space for visitors, greater protection from the East Coast’s changeable weather and an expanded range of premium experiences across the site.
The recent opening of the Devil’s Corner Kitchen has added a new food offering, creating even more reason to gather, stay and take in one of Tasmania’s most remarkable outlooks.
As the Tasmania Devils build towards AFL and AFLW entry in 2028, Devil’s Corner will be there for the milestones along the way, backing a new chapter in Tasmania’s sporting story while continuing to share its own corner of the island with Australia.
Two Devils. Made of Tasmania.
To discover Devil’s Corner wines or plan a visit to the Devil’s Corner Cellar Door and Lookout on Tasmania’s East Coast, visit devilscorner.com.au.