You can get it not protecting your stumps, you can get it ignoring the umps – Victoria Bitter for the English

Australia’s most famous beer has created a limited-edition run just for the English.

England Bitter will be shipped to Old Blighty today.

To ensure England’s men’s cricketers are aware of the offer, VB will also shortly release a rejigged version of its iconic jingle in the great tradition of banter between our two great cricketing nations. We’ve also taken out full-page ads in major Australian newspapers this morning ahead of the third test starting at Headingley.

It follows English coach Brendon McCullum’s refusal to have a beer with the Aussies.

“We know the English are bitter about the Lord’s Test, but when they’re feeling less bitter we’ve got a beer to shout them … our fresh new England Bitter”, said VB Marketing Manager Marc Lord.

“England Bitter has got their name on it and we’re sending a few slabs to the English Cricket Team to enjoy once they’ve cooled off.

“We raise our glass to the whole Australian team for securing a famous win in the second test, and wish them the best of luck in winning the series.”

Free England Bitter t-shirts will also be given out today to Aussie fans at Headingley.

CONTACT DETAILS:
Simon Pristel at Headline PR 0412 393 433 simon@headlinepr.com.au

Carlton & United Breweries has shouted the bar in the Mallee to give Victorian barley farmers a night off and thank them for helping make some of Australia’s most-loved beers.

CUB, which is a proud part of Asahi Beverages, currently purchases more than 30,000 tonnes of barley annually from Victorian farmers with the support of agribusiness Riordan Grains. This is used to brew hundreds of millions of litres of beer at its Abbotsford brewery including VB, Carlton Draught, Great Northern and Melbourne Bitter.

Around 40 farmers attended the night last Wednesday at The Juke in Sea Lake, where they enjoyed a meal and a range of beers brewed with their barley. CUB CEO Danny Celoni addressed the gathering while third-party experts on mental health, soil health and farm safety also spoke.

CUB Chief Executive Officer Danny Celoni said: “We’re enormously grateful for the barley our farmers grow but we know it is tough work.

“So we wanted to say ‘thank you’ by giving them a night off, shouting them a meal and some beers and ensuring they had a laugh with their fellow farmers, while also equipping them with some mental and physical safety tips.

“Our beers are only as good as the local produce we use to make them. Barley malt is the heart and soul of beer and has a defining influence on the taste, colour, aroma and foam. We are so grateful for the support of passionate and hard-working generations of farmers who provide our crucial grains.

“CUB can trace its brewing history in Victoria back to 1854 and there are families in the Mallee who have been farming barley for generations. We share a proud history with the region.”

Two years ago, Asahi Beverages elevated the partnership with Victorian barley farmers. Under our new model we now have a direct relationship with growers, which gives us clear oversight of the barley growing process and ensures only the best barley is used.

It also allows brewers to work directly with growers to select and perfect barley types while giving growers the confidence and financial security to invest in new technology and make improvements in farming sustainability and efficiency.

Australian malting barley

More than 2 million tonnes of malting barley is produced on average by Australian farmers each year for brewing in Australia and overseas. Barley is one of Australia’s top crops.

Australia is world-renowned for producing high quality malting barley. In Australia, barley is second in crop size only to wheat, covering almost 4 million hectares sweeping from central and southern Queensland, throughout north to south mid-western NSW, northern and western Victoria, north to south central Tasmania, south-east and south-central SA and south-western WA.

Australian and overseas beer lovers have much to be grateful for the contribution of Australian farmers to their beers.

For more information contact HeadlinePR: Simon Pristel simon@headlinepr.com.au

Three Aussie sports fans with nerves of steel and the fastest fingers will win a trip to France for the Rugby World Cup 2023 final.

This Wednesday marks 100 days to go until the worldwide event, and Asahi Super Dry, the Official Beer of Rugby World Cup 2023, will test fans’ reaction time across the country to win the ultimate once-in-a-lifetime rugby lovers’ prize.

Aussie fans will visit a specially-designed website, where a countdown timer will start at 7pm AEST on Wednesday night and stop after 80 minutes – the full length of play in a rugby game.

The challenge is simple: pick the exact moment the countdown clock stops ticking. The three people who beat the siren by the slimmest margin win a trip to the Rugby World Cup France 2023 final.

Asahi Super Dry spokesperson Nicole McMillan said the Final Siren reaction test will challenge fans’ patience, agility and nerves of steel – all skills possessed by a world class rugby player.

“Asahi Super Dry is proud to be a Worldwide Partner of rugby’s most prestigious tournament. With just over 100 days to go to the kick-off we can feel the excitement building,’’ Nicole said.

“We share rugby’s passion and core values and are looking forward to activating and creating truly lifelong memories for not only those that attend the tournament in person, but who follow it with friends and family at bars, pubs and at home here in Australia.”

Rugby World Cup 2023 will be held between 8 September and 28 October in France with an expected viewing audience of nearly 860 million people.

The 2023 partnership follows a record-breaking Rugby World Cup 2019 in Japan and reflects Asahi’s ambition to introduce more consumers to Asahi Super Dry, which was launched the same year as the first Rugby World Cup tournament in 1987.

The Final Siren countdown clock starts on Wednesday, but if you miss the chance to sign-up, the next opportunity to win a trip to the Rugby World Cup 2023 final isn’t far, with a national on-pack promotion hitting bottle shops from the 12th of June.

For more information to join the Final Siren competition go to https://asahisuperdry.com.au/final-siren.

Open only to AU res. 18+ who can take prize 26/10/23 – 2/11/23. Must have passport with 6+ mths validity when travelling. Register between 12.01am AEST 15/5/23 & 11.59pm AEST 29/5/23. Max 1 entry p/person. See cubpromos.com.au/conditions for full T&Cs. Promoter: CUB Pty Ltd ACN 004 056 106. ACT Permit TP23/00876, SA Permit T23/680, NSW TP/00044.

The picks are in for The Carlton Draft, with a six pack of AFL greats heading to country footy leagues across Victoria to help bring the passion back to local footy in 2023.

Six deserving clubs were recently selected from a pool of more than 300 hopefuls and will secure a boost for their local communities when the star draftees lace up their boots for their clubs this season.

Click here to access editorial imagery

Headlined by Draft Commissioner Jonathan Brown, each club selected their AFL great on a special FOX Footy broadcast last night ahead of the one-off games to be held in coming weeks. Highlights and match day analysis will be integrated into Fox Footy programming following each of the six games.

The first selection in The Carlton Draft saw Nilma Darnum Football Netball Club (Ellenbank District Football League) select 2003 Brownlow Medal winner Nathan Buckley. The former Collingwood captain and coach will don the red sash for the first time in his career instead of his usual black and white stripes.

Next, Fremantle games record holder and 2015 All-Australian David Mundy headed to Carngham Linton Football Netball Club in the Central Highlands Football League.

Four-time premiership Hawk Jordan Lewis will swap the brown and gold for the blue and white when he heads to Buchan Football Netball Club which competes in the Omeo & District Football Netball League.

Recently retired 2012 Premiership player and former Sydney Swans captain Josh Kennedy is bound for the Golden Rivers Football Netball League after being selected with the fourth pick by Murrabit Football Netball Club.

229-game veteran from Adelaide and Melbourne Bernie Vince was the fifth name to be called out, heading to the Maryborough Castlemaine District Football Netball League to play for Maryborough Rovers Football Netball Club.

And 2004 premiership player and outspoken media personality Kane Cornes will pull on the Port Adelaide colours once again for the Moyston Willaura Football Netball Club (Mininera & District Football Netball League) to round out the 2023 The Carlton Draft.

The final order of The Carlton Draft:

• Pick 1: Nathan Buckley, Nilma Darnum Football Netball Club
• Pick 2: David Mundy, Carngham Linton Football Netball Club
• Pick 3: Jordan Lewis, Buchan Football Netball Club
• Pick 4: Josh Kennedy, Murrabit Football Netball Club
• Pick 5: Bernie Vince, Maryborough Rovers Football Netball Club
• Pick 6: Kane Cornes, Moyston Willaura Football Netball Club

Number 1 draft pick and Nilma Darnum recruit Nathan Buckley said:

“I grew pretty used to wearing the black and white guernsey during my AFL playing days, so to change that to a black and red one will be an adjustment, but one I am excited for to give back to the footy club.

“There is a bit of pressure after being selected with the first pick and it was a shock when my name was read out, so hopefully I can get a few touches and help give the local community a much-needed boost.”

Sarah Wilcox, Carlton Draught Brand Director said:

“After seeing the success of last year’s inaugural The Carlton Draft campaign, we can’t wait to once again help bring the crowds and some extra passion to local Victorian footy, which forms the backbone of many communities across the state.

“Carlton Draught, along with our Victorian bottle shop and pub partners, value our long-standing association with grassroots footy. That’s why Carlton Draught has supported it for generations and plans to keep doing so for many more.”

– ENDS –

For interview requests with playing talent and/or The Carlton Draft spokespeople please contact TLA on behalf of Carlton & United Breweries:

Billy Cooke
M: 0452 461 499
E: bcooke@tlaworldwide.com

Aaron Buxton
M: 0422 579 820
E: abuxton@tlaworldwide.com

Cascade Brewery congratulates the Tasmanian and Federal Governments, the AFL and the Tasmanian community on the historic announcement of a Tasmanian AFL franchise.

The announcement comes after years of hard work and encouragement from Tasmanians, community groups, industry bodies and the Tasmanian Government to ensure Tasmania has an AFL team.

Jesse Cartwright, Cascade Brewery Plant Manager, said “We are so excited that the bid for a Tasmanian AFL team has been successful. As a proud Tasmanian brewery, we are delighted that the State and Federal Governments and the AFL have all come together to facilitate a Tasmanian AFL team.

“We raise a glass of Cascade Pale to the great footballing state of Tasmania and to the efforts of the community for making Tasmania’s AFL dream a reality.”

Having operated in Hobart since 1824, Cascade has been proud to play a small part in Tasmania’s storied footballing past and we look forward to being able to support its exciting new future.

Media contact: jordan.eastway@asahi.com.au

Asahi Super Dry 0.0% – the non-alcohol take on Japan’s number 1 beer – has launched in Australia.

Asahi Master Brewers crafted the premium non-alchol beer using traditional Japanese brewing techniques and high-quality ingredients. Its exceptional quality was recognised at London’s World Alcohol-Free Awards 2023 last month, with judges recognising it as a “classic lager that’s indistinguishable from a full-strength version”.

The Australian launch will be supported by an above the line campaign across TV, video on demand, out of home, digital and social channels from this week.

Kym Bonollo, Head of International & Craft at Asahi Beverages, said: “Asahi Super Dry is an internationally recognised premium beer brand and Japan’s leading beer. Now, Australian beer lovers looking to moderate their alcohol consumption can enjoy Asahi Super Dry’s signature crisp and refreshing taste without the alcohol.

“As demand for alcohol-free alternatives grows, we’re seeing more people seek out brewed adult beverages such as non-alcohol beers that don’t compromise on taste or quality.

Developed through extensive research and trials, Asahi Super Dry 0.0% is an elevated option.”

Asahi Super Dry 0.0% can be found in bottles nationally at liquor outlets and on-premise venues. Cans will be exclusively available through Endeavour Group at Dan Murphy’s and BWS.

Asahi Beverages is committed to providing more options for consumers to moderate their alcohol consumption. Already, around 30% of Asahi Beverages’ beer sales are from no, low, and mid-strength beer.

For more information please contact:
Lisa Gilbert lisa@headlinepr.com.au

Japanese whisky maker Nikka will introduce its rare Yoichi 10 Year Old single malt to the Australian market. This will be an exclusive release only available at ultra-premium whisky and cocktail bars.

As Australia’s love affair with whisky continues to grow, just 360 bottles of Nikka Yoichi 10 Year Old (ABV 45%) will be available to local whisky connoisseurs this year, as the distiller marks a return to age statement single malt whiskies after the Yoichi and Miyagikyo age statements were discontinued in 2015.

Yoichi 10 Year Old will become a permanent addition to Nikka Whisky, but due to its rarity will only be sold at on-premise venues, with a dram (30ml) costing between $45-$50.

Nikka Whisky brand ambassador Marcus Parmenter said Australians are embracing premium whiskies, with whisky the fastest growing spirit segment in the country.

“Whisky sales have seen incredible growth in Australia. In the past two years Australians’ thirst for Nikka products have risen massively, with a 50% increase in case allocations to meet this demand,” he said.

Established in 1934, the Nikka brand was initially known as “Dai Nippon Kaju” (大日本果汁) – which translates to The Great Japanese Juice Company – after founder Masataka Taketsuru and his wife Rita financed the company by selling apples.

Now distributed by Asahi Beverages Nikka is currently sold in more than 40 countries, with Australia one of its most established markets.

Yoichi 10 Year Old was created to commemorate the historic Yoichi Distillery being declared one of Japan’s 10 most important cultural properties. The distillery continues to use traditional distillation methods such as direct natural coal firing of the stills, a heating method used only by a handful of whisky distillers world-wide today. This method produces a Maillard reaction during the distillation process, resulting in greater complexity and depth of flavour within the finished product.

Mr Parmenter said the Yoichi 10 Year Old release was highly anticipated amongst Australian whisky lovers.

“The exclusive Yoichi Single Malt 10 Year whisky offers a taste profile of smoky, savoury malt flavours and fruitiness. Its deep complexity has been achieved by skilful blending to maximise the maturity, along with extra peat and woody notes.

“Making whisky does not happen quickly. It is a fine art that requires commitment, true dedication and respect for the maturation phase to create an impressive product.”

Mr Parmenter, who has worked through Australia, Scotland and Ireland selling, tasting and reviewing whiskies, said the surge in demand for premium whisky in Australia was unprecedented, with tasting events for consumers selling out in minutes.

A tasting event hosted by Mr Parmenter will be held in Melbourne on 9 May to introduce Yoichi 10 Year Old to Australian drinkers. Guests will have the opportunity to taste four whiskies from the current Nikka range, concluding with the Yoichi 10 Year Old to mark the whisky’s first release within the Australian market.

For tickets, visit https://whiskyandale.com.au/

To buy a dram of Nikka Yoichi 10 Year Old head to the following bars around Australia:

Whisky Alement – VIC
Whisky Den – VIC
Elysian Whisky Bar – VIC
Eau De Vie – VIC/NSW
Burrow Bar – NSW
Baxter Inn – NSW
Savile Row – QLD

Link to photos by Christophe Mereis here

Media contact:
Lisa Gilbert – HeadlinePR
0412 822 673

UPDATED DRAFT NIGHT – The 2023 The Carlton Draft will be broadcast live on FOX Footy on Wednesday 3 May.

Six AFL legends will be drafted to local footy clubs around Victoria, with Carlton Draught announcing the deserving clubs granted a selection in the 2023 The Carlton Draft.

The Carlton Draft is helping local clubs get back on their feet after a tough few years, with the one-off appearances aiming to bring together Victorian communities and encouraging them to come and support local footy.

Please see link to rights free campaign imagery

The winning local clubs span across Victoria and will enthusiastically welcome the retired AFL players as they take the field alongside the local legends who play every week.

This year’s campaign sparked incredible interest with over 300 clubs nominating. With the campaign’s aim to support grassroots footy where it was most needed, the six footy clubs were selected because they’ve done it particularly hard in recent years.

The six selected clubs are:

• Buchan Football Netball Club – Omeo & District Football Netball League
• Carngham Linton Football Netball Club – Central Highlands Football League
• Maryborough Rovers Football Netball Club – Maryborough & District Football Netball League
• Moyston-Willaura Football Netball Club – Mininera & District Football Netball League
• Murrabit Football Netball Club – Golden Rivers Football League
• Nilma Darnum Football Netball Club – Ellenbank District Football League

The Carlton Draft playing pool includes over 1700 games of AFL experience, with each player coming out of retirement for one unforgettable match in 2023.

The Carlton Draft playing pool comprises:

• 2003 Brownlow Medal winner Nathan Buckley
• Four-time premiership Hawk Jordan Lewis
• 229-game veteran and Fox Footy media personality Bernie Vince
• 2004 Power premiership player and outspoken media personality Kane Cornes
• Recently retired 2012 premiership player and former Sydney Swans captain Josh Kennedy
• Fremantle games record holder and 2015 All-Australian David Mundy

It will be a nervous wait for clubs ahead of draft night on Wednesday 3 May, which will be broadcast live on FOX FOOTY. The draft order and how it’s determined will be revealed on the night.

Draft Commissioner, Jonathan Brown said:

“For the lucky six clubs selected to have the opportunity to draft a former AFL legend will be a sight to behold for the local community and I’m sure all of the draftees can’t wait to play a role in bringing the spark back to local footy.

“Last year’s campaign saw so many special moments created for the local footy clubs selected, and I can’t wait to see what’s in store for the 2023 edition of The Carlton Draft. It will have a huge impact on the local communities involved as communities come out in force to watch the game.”

Head of Classic Beer, Sarah Wilcox said:

“We would like to thank all clubs that took the time to nominate for the second instalment of The Carlton Draft and congratulate the six lucky clubs that have been selected.

“For The Carlton Draft to receive over 300 entries in its second year shows how excited communities are to watch local footy continue to bounce back with a Carlton Draught in hand.

“The selected clubs have unfortunately been struggling, like so many clubs over the last few years and we can’t wait for The Carlton Draft to help them get back on their feet.”

– ENDS –

For interview requests with playing talent and/or The Carlton Draft spokespeople please contact TLA on behalf of Carlton & United Breweries:

Billy Cooke
M: 0452 461 499
E: bcooke@tlaworldwide.com

Aaron Buxton
M: 0422 579 820
E: abuxton@tlaworldwide.com

Australia’s best tap beer Carlton Draught is reviving its tradition of epic ad campaigns with an unashamed tribute to the pub: Long Live the Keg.

Featuring bagpipes, a choir, the Carlton Draught Beer Brigade and even cannon fire, the ad is overflowing with the pomp and pageantry befitting the end of a keg’s life.

The 60-second ad will debut on TV screens this week as it proclaims to beer lovers across Australia: “The keg is dead. Long live the keg!”

Nicole McMillan, General Manager of Marketing at Carlton & United Breweries, said, “Carlton Draught is one Australia’s most iconic and loved beers. It’s a true reflection of Aussie culture – always having a laugh and not taking yourself too seriously.”

“This is an important moment in time for Carlton Draught as we build on the momentum of last year and ride the renaissance that classic beer is experiencing in the market.”

“Our proud tradition of brewery-fresh beer dates back to 1864 when the first batch of Carlton was delivered to pubs by the same Clydesdales that grace our taps today. This ad is for everyone who cherishes the pub, and we want it to help get people back to their local. Pubs are in our DNA, and we’re proud to support them.”

The campaign is the latest in a long line of epic Carlton Draught ads, including 2017’s “46ers” campaign, where high-energy athletes showed viewers that a fresh keg of Carlton Draught is changed every 46 seconds. But perhaps the most famous is the multi-award winning Big Ad, which saw hundreds of choir singers form the shapes of a beer glass being lifted towards a human mouth and the beer rushing through the body, all to the tune of O Fortuna.

While the message of Long Live the Keg is not to take yourself too seriously, pubs across the country do need the support.

National Chief Executive Officer of the Australian Hotels Association, Stephen Ferguson said, “Australian pubs are at the heart of our communities, but like most communities they’ve had their fair share of challenges over the past few years.

“Which is why it is so great to see great Australian beer brands, like Carlton Draught, supporting the culture of our local pubs, reminding everyone that pubs often are the place to create and share lifelong memories. Pubs are essential to connection and friendship, they provide the perfect place for our communities to come together, not spend time apart.

There is really nothing as good as the refreshing taste of Carlton Draught, enjoyed at your local pub with your mates.”

-ENDS-

For more information, contact:
Melanie Campbell | melanie.campbell@clemenger.com.au | +61 468 309 452

Asahi Beverages is today announcing the Green Beacon brewery in Geebung, north Brisbane, will cease operations in around 10 weeks.

The closure follows several years of strong growth for Green Beacon and is part of a plan to ensure it continues its strong trajectory by increasing brewing capacity across multiple sites.

Under the plan, Asahi Beverages will invest in Green Beacon’s original site at the brewpub in Teneriffe to add brewing capacity. Most Green Beacon brewing will be transferred to Asahi Beverages’ other Fire & Earth Ventures sites across Australia, including Pirate Life in Port Adelaide and 4 Pines in Brookvale, NSW, where Wayfarer kegs are already produced. These other sites have the capability to manage Green Beacon’s continued growth.

The closure of Geebung will result in the loss of three full-time and two casual positions. The remaining Geebung employees will transfer to the Teneriffe brewpub.

Green Beacon GM Richard Shrosbery said:

“Geebung has been our home for more than six years and has driven much of our recent success.

“However, we are experiencing significant growth and have now outgrown the site. Today’s announcement means Green Beacon can continue its growth trajectory by unlocking capacity constraints, which will help ensure we continue to get it to lovers of Green Beacon everywhere.

“We will still have a strong presence in Brisbane with the upgraded Green Beacon Brewpub in Teneriffe. And, under the watchful supervision of our chief brewer, all Green Beacon beers will retain their distinct and award-winning flavours.

“The team at Geebung have been tremendous and I am very proud of the contribution they’ve made to Green Beacon’s success.”

Asahi Beverages will provide career transition to employees who are impacted by redundancy.

A process is also underway to identify if there are suitable alternative roles within Asahi Beverages.

Media contact: reid.sexton@asahi.com.au

About Fire & Earth Ventures

Fire & Earth Ventures is responsible for driving the innovation and growth of Asahi Beverages’ broad range of craft partners. This includes Green Beacon, Mountain Goat, Pirate Life, 4 Pines, Riot! Wine, Balter Brewing Company and Matilda Bay. Fire & Earth is also dedicated to managing brand experiences, including Asahi Beverages’ hospitality venues and merchandise.