To celebrate Australia’s Ashes win, Victoria Bitter has released a limited run of England Bitter to go on sale in August.
This follows Carlton & United Breweries delivered England Bitter to the England cricket team following the Australian win in the second Ashes Test, which gave Australia a 2-0 series lead. The idea began when, after the second Test loss, England coach Brendon McCullum said he wouldn’t share a beer with the Australian team.
The VB jingle has also been rerecorded for the release.
“We raise our glass to the English and how they fought their way back into the series. We hope both teams can share a nice England Bitter together in the changerooms, without any bitterness. We’ll even throw in the ice so the players don’t have to drink it warm,” said VB marketing manager Mark Lord.
Australians have shown an interest in England Bitter, according to Lord.
“The response from the Australian public was amazing. The England Bitter campaign reflected the pulse of the nation, so what better way to say ‘cheers’ to retaining the trophy than with an England Bitter,” he commented.
England Bitter will have a limited run of 30,000 cases and be sold in bottleshops across the country.