Minor Figures signs major partnership – BeanScene

Alternative milk brand Minor Figures has announced a major partnership coup.

It is a truth universally acknowledged that Australians love their sport and love their coffee.

Now, alternative milk brand Minor Figures has announced a partnership with one of the most famous modern coliseums – the Melbourne Cricket Ground (MCG) – becoming its preferred oat and almond milk supplier.

For Henry Catts, Minor Figures’ General Manager APAC, being available at the MCG is one of the best platforms in Australia for a brand to showcase its products.

“The MCG is one of the greatest sporting venues in the world. People flock from all corners of the globe to attend the range of events held at the venue. There aren’t too many locations attended by literally millions of people every year,” he says.

“Iconically Australian but world renowned, this correlates well with what we are building with Minor Figures. We are a brand made in regional Victoria, but with global recognition existing in more than 35 countries.”

Lewis O’Flynn, Executive Manager Sponsorship and Sales at the MCC, says the partnership kicked off when Minor Figures reached out in 2025.

“The MCG is one of the most iconic stadiums in the world, and we are proud to use our platform to showcase Australian-made products to our visitors,” he says.

“This type of partnership offers brands genuine visibility to a diverse, engaged audience spanning Australia and beyond.”

Lewis notes that when selecting the MCG’s food and beverage suppliers, the venue is obliged to provide a product range that appeals to all attendees, whether they are local, interstate, or international.

“That means considering variety, quality, and the familiarity of trusted brands,” he says.

“Where possible, we prefer to showcase Victorian suppliers that meet these requirements, giving visitors an authentic local experience. We’re pleased Minor Figures fits that brief.”

Evolving demand

With alternative milk once largely associated with specialty coffee shops, its appearance in one of the country’s busiest large-volume venues signals changing consumer habits and expectations around beverage choice.

“The demand for quality continues to grow. We’re all paying more for everything these days, and when what we pay for something increases, so do our expectations,” says Henry.

“At Minor Figures we don’t settle for ‘good’. We are constantly benchmarking and looking for improvements to ensure the products we put into the market deliver on quality.”

Henry notes that oat and almond milks are “as popular as ever” in Australia. Until 2026, Minor Figures only sold oat milk: the company debuted its Barista Almond in March 2026 after seeing exponential demand for almond milks in the local market.

“Since launching our Barista Almond product at Melbourne International Coffee Expo (MICE) this year, the demand for the product has been overwhelming. We couldn’t be happier with the product, and it appears cafés and coffee lovers agree,” he says.

By nature, those Australian consumers might also have a day out at the footy or cricket – something the MCG is keenly aware of when it comes to its food and beverage offerings.

“We have a reputation as a world-class venue and we are committed to being at the forefront of the food and beverage industry. We are continuously reviewing and evolving our offering to reflect the changing expectations of our visitors, whether that’s around quality, variety, dietary needs, or sustainability,” says Lewis.

“We regularly introduce new products, trial new service formats, and listen to feedback to ensure our offering stays relevant.”

Lewis notes that demand for quality alternative milks has grown significantly for the venue, and that providing a “tasty, healthy oat and almond milk option” was important to meet the demand of its visitors.

“Partnering with Minor Figures allows us to meet that demand, without compromising on quality,” he says.

Shared values

A key tenet for Minor Figures is sustainability, something also shared by the MCG.

“The MCG prides itself on sustainability and supporting local providers – this shared belief was the base point for our discussions,” says Henry.

“Quality is also very important to both of us. Nothing improves a viewing experience at the footy or any event on a cold day like a quality coffee.”

Henry says that once connected, a rigorous testing process was undertaken to ensure Minor Figures was the right product to deliver for the MCG.

“It’s really pleasing that the hard work our team has done on improving product flavour and quality is being recognised and people are enjoying it.”

Lewis says the MCG is “committed to reducing its environmental footprint across all operations, including procurement, and we actively seek suppliers who share that commitment”.

“In addition to the quality of its product, Minor Figures’ focus on sustainable production practices, combined with local manufacturing in Victoria, directly supports our sustainability objectives by reducing food miles and keeping supply chains closer to home,” he says.

“That alignment, alongside the quality of the product itself, made Minor Figures a compelling choice as our preferred supplier.”

Henry says that as sustainability has always been a cornerstone of the Minor Figures brand, it has continued to make improvements in this space, particularly in relation to localised production.

“Looking to source, process, and produce using local ingredients right here in regional Victoria has been a driving force behind our business,” he says.

“This partnership with the MCG showcases Minor Figures as a sustainably minded brand with quality products. This should give businesses of all sizes within Australia the confidence to turn to Minor Figures to see how we can help improve their customer offer.”

Local spotlight

With Victoria long regarded as a leading food and beverage destination – both for high-end dining and its renowned coffee culture – Lewis says the MCG mirrors that special identity through its food and beverage offerings.

“More than four million people visit the MCG each year, many of whom are Victorians with high expectations around quality food and beverage,” he says.

“Partnering with Minor Figures – a brand that has genuine credibility in Melbourne’s café culture – allows us to bring that quality to the sports and entertainment sector.

“It’s a natural fit. Great sport deserves great coffee, and Victoria and the MCG offer both.” 

For more information, visit au.minorfigures.com