Victoria Bitter launches limited edition VB Tea for cricket fans staying up late for The Ashes

Victoria Bitter and Clemenger BBDO have banded together to create the “ultimate Australian cup of tea”, VB Tea.

The campaign calls upon Australians who are planning on staying up late to watch Australia face the England in The Ashes in the UK, to make the switch from a cold beer to a hot cup of tea.

The limited-edition tea has been created using VB’s super pride hops and black tea leaves, and contains zero alcohol. It will be available to purchase from VB’s online merchandise store for $10.00.

Victoria Bitter marketing director, Chris Maxwell, said in a statement: “We know how much Australians love cricket, and the long hours and sleepless nights they put themselves through whenever there’s a series in the UK.

“So, we wanted to reward their hard work in supporting Australia by creating the perfect alternative to English Breakfast to sip on, as we go to battle with the Poms in what’s sure to be a hard-fought series. After all, there’s no time to snooze – especially if the Poms are losing.”

Clemenger BBDO executive creative director, Evan Roberts, added: “Staying up into the wee hours to support the team, then going to work a few hours later is hard work. Now fans can knock off with a nice hot cuppa based on a big cold beer.”

The product launch will be supported by social communications, PR and influencer engagement.


Client: Carlton & United Breweries
Classic Brands Director: Chris Maxwell
Associate Director, Victoria Bitter: Hugh Jellie
Assistant Brand Manager, Victoria Bitter: Emma Turner

Creative: Clemenger BBDO
PR: Clemenger PR
Production: Flare
DOP: Betty Wants In / Chas Mackinnon
Sound House: Squeaky Clean / Ramsay Demarco


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