VB’s cheeky marketing stunt becomes a retail bonanza
What began as a cheeky dig has turned into a retail opportunity for Carlton & United Breweries, with its rebranded England Bitter soon to be on sale.
Following what it said was “massive public demand” and to celebrate the Australian cricket team retaining the Ashes, the Victoria Bitter maker’s marketing stunt will live on a little longer.
CUB produced a run of rebranded VB stock and delivered it to the English cricket team in the wake of seething controversy in the United Kingdom.
Australia’s tactics to win the second Test sparked furore. A clearly salty English coach Brendan McCullum declared he wouldn’t share a beer with the Aussies.
“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,” VB marketing manager Marc Lord said.
“We’ll even throw in the ice so the players don’t have to drink it warm.”
The England Bitter stunt went as far as seeing the famed VB jingle get an updated treatment, to the delight of Aussie cricket fans.
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Lord said the public demand to buy England Bitter had been “extraordinary”.
“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.”
A limited run of 30,000 cases of England Bitter will be brewed and will be on sale at major alcohol retailers from early next month.
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