On Saturday (17 January), the first-ever 7-Eleven rave took place in Melbourne. Of course, it did.
More than 300 people arrived at the morning rave – taking the concept of the coffee shop rave and transforming it into a full-blown, morning-focused event.
The 7-Eleven, located in Brunswick, hosted headliner DJ CYRIL and emerging local DJs as energy drink company CELSIUS put on the rave to celebrate the launch of its new flavour, Peach Raspberry, which is exclusively stocked at 7-Eleven.
Tickets, which cost $7.11, sold out in a matter of minutes for a party that took place from 9 am to 1 pm, right in the 7-Eleven’s car park. You can check out some footage from the rave below.
The shift to daytime events – let alone morning – coincides with Gen Z trends, such as morning energy drinks and “my five to nine before my nine to five”.
In the lead-up to the rave, CYRIL described the inaugural 7-Eleven rave as the ultimate way to kick off the New Year.
“I’ve done a lot of crazy pop-ups, but this is my first-ever convenience store rave, and the first in Australia,” CYRIL said. “2025 was the year of the coffee shop rave; 2026 is officially the year of the convenience store rave.
“I usually swing by 7-Eleven for a meat pie, but this weekend I’ll be throwing a sold-out rave and sipping on a CELSIUS.”
Andrew Brooks, the Head of Marketing ANZ for CELSIUS, commented that the event captured the essence of the energy drink brand.
“CELISUS is about helping people live an active lifestyle - It’s for those who want to move, connect and make the most of every moment,” Brooks said. “Partnering with 7-Eleven for a morning rave felt like the ultimate expression of that. It’s high-energy, social, and a reminder that feeling good doesn’t have to wait for later; it can start first thing in the morning.”
Adam Jacka, the General Manager, Marketing, at 7-Eleven Australia, added, “We’ve always been a place where Aussies turn to start their day, whether it’s an oat latte, an iced coffee or what we’re seeing increasingly with Gen Z, a refreshing energy hit like CELSIUS.
“This takes a morning boost to the next level, and we’re proud to be partnering with CELSIUS on this one! A morning rave is unexpected, but it makes perfect sense: it’s local, it's fun, and it brings the community together in the most 7-Eleven way possible.”
Countrytown brings you Australia’s best country music news, interviews, charts and more every week! This post was authored by Countrytown and originally published on the Countrytown website. It has been re-published with permission.
