By Annette Shailer
Victoria Bitter has partnered with the Returned and Services League Australia (RSL) and Legacy to launch a national fundraising appeal, titled ‘Raise A Glass’.
The program will raise funds for RSL and Legacy to support serving and ex-service men and women, fallen veterans and their families.
The appeal has been a year in the making and was developed by the RSL National Executive and the Legacy Coordinating Council with the VB team.
RSL national president major general, Bill Crews, said the appeal, which rolls out later this month, will greatly benefit the
Australian community.
“The Raise A Glass appeal presents an opportunity for the Australian community to reflect further upon past and present sacrifices made by Australians in the armed services,” he said.
The appeal builds on a long, informal association between VB and the Australian Defence Force and will focus around Anzac Day.
The campaign could pay dividends for VB, which lost another 2.1 per cent of the packaged beer market last year, according the Nielsen data.