Due to massive public demand, England Bitter will soon be on-sale to celebrate the Aussies retaining the most famous trophy in cricket.

Even English cricket fans can console themselves with an England Bitter after their own dodgy weather may have cost them victory in the fourth Test at Old Trafford.

Following the extraordinary local and international reaction to our cheekily rebranded Victoria Bitter, Carlton & United Breweries is brewing a limited run of England Bitter stubbies to go on sale early next month. (View the new social media ad here)

England Bitter made international headlines when it was bundled on a plane this month and delivered to the England cricket team to help them commiserate their disappointment over the Aussies’ famous victory in the second Test, which gave Australia a 2-0 series lead.

We even re-recorded the iconic VB jingle in the great tradition of banter between our two great cricketing nations.

The furore started after England coach Brendon McCullum said after the second Test loss he wouldn’t share a beer with the Aussies.

Australia’s draw overnight at Old Trafford – thanks to some traditional English summer rain – means we retain the trophy. VB Marketing Manager Marc Lord said:

“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.”

Mr Lord said the public demand in Australia for 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.”

Only a limited run of 30,000 cases of England Bitter will be brewed and will be on sale at major bottleshops across the country.

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

 

Cascade Brewery and Asahi Beverages are strengthening their relationship with Tasmanian farmers by brewing a new beer with them, using fresh hops picked straight from their farm.

The return of Cascade First Harvest means Tasmanian beer lovers can once again enjoy a beer like very few others on the Australian market.

Using some of the season’s first hops picked just hours earlier, it features uniquely vibrant and season-dependant flavours. And the use of fresh hops – picked from Hop Products Australia’s farm Bushy Park Estates outside Hobart – means the beer can be brewed only once a year and is something most drinkers have never tasted before.

First Harvest was among Australia’s first fresh hop beers when it was first brewed in the early 2000s. We’re delighted to be relaunching First Harvest in 2021 in recognition that Tasmanian drinkers are increasingly interested in the story behind their beer.

This year’s First Harvest is a well-balanced IPA with fresh hop characters complemented by biscuity malt character and a crisp ale yeast. It was brewed under the watch of HPA’s farmers because of the unique characteristics of fresh hops, making it a collaborative brew.

It will be available only in Tasmania and just 350 kegs will be brewed as part of a trial, which if successful could become an annual event and see kegs of First Harvest exported to the mainland.

Hops are like the spice of beer, giving it bitterness and aroma while balancing the sweetness of the malt.

Cascade Brewery plant manager Jesse Cartwright said:

“Beer is usually brewed with dried hop pellets for consistency and the ability to brew all year round. Using fresh hops is an ancient method and creates a herbaceous and particularly vibrant beer with woody, piney and floral characters. We think people will love the taste, particularly as it’s the first-time fresh Cascade and Enigma hops have ever been used together in a Cascade beer to create a truly one-of-a-kind drop.

“Cascade was perhaps a bit ahead of its time when we launched a similar beer nearly two decades ago. But the growing interest among Tasmanian drinkers in the provenance of beer and different tastes means we think the time is now right to again launch this amazing beer.”

Made using Cascade’s world-class brewing techniques, First Harvest is a rare opportunity for beer lovers to taste a beer that can only be brewed once a year at harvest time and in limited volume because of fresh hops’ short shelf life.

“Our team is passionate about brewing this kind of beer, it’s an exciting challenge and allows them to work directly with the hop farmers,” Mr Cartwright said. “The opportunity to directly support Tassie farmers with this beer, is something we are very proud of.”

Owen Johnston from Hop Products Australia said First Harvest is a rare sensory experience because it accentuates any seasonal differences in flavour, much like a wine vintage.

“Fresh hop beers tell a great story about the connection between Aussie brewers and Aussie agriculture,” he said.

“Beers like First Harvest are a true demonstration of ‘bine to bottle’, in the same vein as ‘paddock to plate’, with only hours between the hops being harvested and arriving at the brewery. It’s a special opportunity for beer lovers.”

Cascade Brewery and Asahi Beverages are dedicated to working closely with Australian farmers. First Harvest is a showcase of high-quality Tasmanian hops – a key raw ingredient in all Cascade beers.

For almost 200 years, Cascade has been perfecting its craft with water from kunanyi / Mount Wellington behind the brewery.

Cascade First Harvest is available now from the Cascade Brewery Bar and in pubs around the state.

Cascade will host a First Harvest day on Easter weekend, with tastings and free live music on the lawn.

Overlay of farm here:  VNR_CASCADE_V2.mp4

Still pic here: Owen Johnston Hops Australia stills.

For more information contact HeadlinePR:

Lisa Gilbert lisa@headlinepr.com.au 0412 822 673

Some of Australia’s most-loved beers will be brewed using barley purchased directly from Aussie farmers for the first time in decades, with the first batch of new beers to roll off the lines next month.

The new supply chain will give Asahi Beverages, which owns Carlton & United Breweries, clear oversight of the barley growing process to ensure only the best barley is used to brew beers such as Victoria Bitter, Carlton Draught, Great Northern and Pure Blonde.

Under the new deal, barley purchased direct from farmers will travel from farms to our breweries in in Yatala, Queensland or Abbotsford, Victoria, before being shipped across Australia as beer.

The new deal also showcases Australian farmers’ commitment to producing high quality and sustainably grown barley.

More than 30 Victorian farmers in the barley-growing hubs of the Wimmera and the Mallee have been engaged, with their 30,000 tonnes of barley sent to the Abbotsford Brewery once it has been malted.

And seven farmers from southern NSW will supply 40,000 tonnes of barley to Asahi’s Yatala Brewery in Queensland once it has been malted. Northern NSW growers are expected to join the scheme before this year’s harvest. The first beers using the directly-purchased barley will be brewed at both Abbotsford and Yatala in April.

The new supply chain means more than 90% of Asahi Beverages’ barley is purchased direct from farmers in line with our quality and sustainability requirements, with the program set to then expand to Asahi Beverages’ smaller breweries including Cascade in Hobart.

Asahi Beverages’ Group Chief Brewer Jaideep Chandrasekharan said: “Barley malt is the heart and soul of beer and has a defining influence on the taste, colour, aroma and foam. Australian malting barley is of the highest quality and sourcing it direct from farmers is an important change for our national operations and also the dozens of farmers we’ll purchase from.

“Under the old model the grains we purchased generally weren’t segregated but this program allows us to track the provenance of barley used to brew our major beers and gives us direct relationships with more farmers.

“Farmers will grow barley in accordance with our strict quality program, we’ll monitor quality parameters such as protein levels and grain size, and we’ll link on-farm practices to beer quality. We will also track water use and other agricultural inputs to ensure our barley helps us achieve our sustainability targets.

“Until recently, the expertise to develop and maintain an intricate program like this at scale didn’t exist in Australia but we’re now working with supply chain managers Origin Trail and Pure Grain to bring it to life.”

Barley is one of beer’s four key ingredients along with hops, yeast and water. Asahi Beverages, which developed the new direct sourcing program after it purchased CUB last year, buys more than 70,000 tonnes of it annually before it’s turned into malt ready for use in brewing.

Farmer John Bennett, whose barley farm in Victoria’s West Wimmera is now supplying Asahi Beverages direct, said: “The new program connects our farm directly with Asahi Beverages. This relationship gives us a better understanding of their stringent quality parameters and ensures we provide the highest-quality barley for their brewing process. Buying barley direct not only benefits farmers, but the communities we live in too.”

Grain Producers Australia Chairman Andrew Weidemann AM said: “Barley farmers have faced many challenges in recent years so it’s fantastic to see a program like this launch. With Asahi Beverages’ knowledge and experience, the program will help ensure crops are grown sustainability and that farmers can grow new varieties that can open up more international markets for them, which is particularly timely. Aussie farmers have always been proud to grow the produce that goes into Australia’s iconic beers but this direct connection makes this even better. Cheers to Asahi Beverages for launching it.”

For media queries, journalist should contact: reid.sexton@asahi.com.au

Australian malting barley

More than 1 million tonnes of malting barley are produced 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, due to the contribution of Australian farmers to their beers.

 

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RADIO AUDIO FILES HERE – https://bit.ly/3l5dF85

 

LET THE TAPS RUN (CARLTON) DRY FOR WA BUSH FIRE RELIEF

Western Australians are being urged to raise a glass and help pour thousands of dollars into a fundraising campaign to help those affected by one of the state’s worst-ever bushfire disasters.

Carlton Dry today launched the Let the Taps Run (Carlton) Dry for WA Bushfire Relief campaign to help people affected by the bushfires which destroyed almost 90 homes and 9000 ha of land.

Carlton Dry will donate up to 400 kegs to more than 200 pubs, clubs and hotels throughout Western Australia, to be sold at fundraising events between March 19 and March 21 with venues agreeing to give all proceeds to the Lord Mayor’s Distress Relief Fund Wooroloo and Hills Bushfire 2021 Appeal.

Kegs will also be donated to all of the home ground games for the first two rounds of the WAFL season so that footy fans can do their bit to help while watching their favourite team play.

Danny Savage from Carlton Dry said the team wanted to tap into the much-loved brew to contribute to the relief effort.

“The first pint of Carlton Dry ever sold in Australia was right here in WA in 2008 and locals have been coming back to pubs and clubs for the brew ever since,” Mr Savage said.

“Carlton Dry hopes by turning on hundreds of taps this weekend we can give back to those Western Australians who have supported the beer for so many years.

“We are aiming for more than 200 pubs, clubs and hotels across the state to take part in the fundraising campaign and we hope to raise $250,000.

“Participating venues will host fundraising events between March 19 and March 21 and are committed to sell the donated kegs and direct the bucks raised to bush fire relief.

“Many have already donated to the Lord Mayor’s Distress Relief Fund, but more money is needed.  Let the Taps Run Dry is another way to encourage Western Australians to get out, enjoy themselves responsibly and do something worthy at the same time.”

Hotelier Paul Higgins, from the Shoe Bar in Perth’s CBD, was one of the first to sign up to the fundraising campaign.

“When hoteliers were struggling during lockdown many people in our community banded together to help us get through,” Mr Higgins said.

“Now we have the opportunity to pay it forward and help someone else who is struggling in our community.”

 

 

For Shoe Bar venue manager Cassie Pilgrim being involved in the Let the Taps Run (Carlton) Dry for WA Bushfire Relief is something very close to her heart.

Ms Pilgrim, a Firefighter with Kwinana Volunteer Fire and Rescue, was one of hundreds of volunteers who answered the call to join the frontline during the blaze.

An experienced firefighter, Ms Pilgrim was shocked at the size and scale of the battle she and her crew faced.

“I’ve never seen anything like it.  The sheer size and force of these most recent fires was phenomenal,” Ms Pilgrim said.

“It was heartbreaking to see so many people lose so much.  Everyone at Fire and Rescue do their best, but when the fire’s out, you always wish you could do more and now I can.  I’ll be selling cold Carlton Dry like you wouldn’t believe this weekend – responsibly of course.

“Not everyone can fight fires, but we can all make a donation and lift our fellow Western Australians up when they’re down.”

Perth Lord Mayor Basil Zempilas praised Carlton Dry’s effort to drive more money into the Fund and to help those who lost everything during the bushfires.

“I’ll definitely be getting along to some of the venues participating this weekend, and buying a beer to help those in need,” he said.

“The Lord Mayors Distress Relief Fund, the WA community and our corporate sector have done much to help raise funds for those affected by one of the state’s most terrible disasters.

“More than 80 homes and significant community infrastructure was destroyed by the fires.

“Dozens of residents have already applied for an emergency relief grant of $25,000 which is designed to provide immediate financial support to those who lost their homes.”

For more information on how you can support Let the Taps Run (Carlton) Dry and find your local participating hotel go to www.carltondry.com.au/bushfirerelief

Media contact: Michelle Hele: 0411 112 114, Siobhan Dooley: 0417 500 787

Asahi Super Dry has been named the best-selling beer at the world’s best bars, with Peroni Nastro Azzurro and Corona coming in at second and third.

The recognition comes from leading global drinks journal Drinks International’s annual survey of the world’s top 100 bars, which asks them what brands are most in-demand at their venue.

This year’s results mark a hat-trick for Asahi Beverages, which has the top three beers in its Australian portfolio, following the acquisition of Carlton & United Breweries last year.

Carlton & United Breweries Head of International Brands Kym Bonollo said: “Asahi Beverages is home to some of the world’s most premium beers. We’re delighted that’s reflected in the annual Drinks International report, which surveys the best bars in 33 countries, from Maybe Sammy in Sydney to Dead Rabbit in New York and London’s Tayer + Elementary.

“Last year was hugely disruptive to hospitality around the globe. But the huge outpouring of support for the industry showed how much people love getting together, enjoying top service and drinking great beer. We’re glad our beers were enjoyed by so many last year and, as Australia’s bar scene returns, we’re seeing that Asahi Super Dry is the beer people want to drink.”

The Drinks International report also ranks the top trending brands based on what customers are asking for via word of mouth or social media. This year, Asahi Super Dry was named the number 1 trending beer too, a double that no other brand has achieved since the poll started in 2012.

This success follows a strong year for Asahi Super Dry in Australia in both the on and off-prem. It grew nearly 20% in the off-prem vs the total beer category last year and has ambitions to expand to more venues this year.

In addition to its list of most popular beers, Drinks International named Asahi’s Nikka Whisky the best-selling “world whisky”, with 45% of bars polled declaring it their number 1 pour. It was also the top trending world whisky.

Image link here

Drinks International Report

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

Asahi Beverages, owner of Carlton & United Breweries (CUB), has sold its leading online alcohol retailer BoozeBud back to the business’ founders.

Asahi Beverages made the decision to sell BoozeBud following its review of CUB’s eCommerce participation strategy, which was developed before Asahi Beverages purchased CUB.  The new strategy will see CUB “win together” with its customers, with CUB focussing on selling its products through its retail customers, securing visibility for its iconic brands on customers’ digital channels and working with other customers, including on-premise, to develop their online presence.

Asahi Beverages undertook a review of CUB’s current eCommerce participation strategy after CUB was acquired by Asahi Beverages in June and is the result of a thorough review.

BoozeBud was founded in 2014 by Alex Gale, Andy Williamson and Mark Woollcott and purchased by CUB two-and-half years ago. The founders take control from today.

Since CUB purchased BoozeBud, the site has grown to over 250,000 customers and revenue has grown more than 500%.

BoozeBud Founder Andy Williamson said: “We’re delighted to own BoozeBud once again.  Over the last two and a half years the business has grown more than six times and is now the leading pure-play online alcohol retailer in the country.”

“We always ran the business under CUB ownership so nothing will change for our suppliers and customers who are now preferring to shop online more than ever before.”

Asahi Beverages Group CEO Robert Iervasi said: “While our broader eCommerce participation strategy continues to evolve, it was decided that now was the right time to sell BoozeBud.  We look forward to working and winning together with all our customers, including in the online space.”

Asahi media contact: reidsexton@asahi.com.au

BoozeBud media contact: andy@boozebud.com

AUSSIE ICON FOSTER’S MAKES CLASSIC COMEBACK

Foster’s, the beer that helped put Australia on the international map, is being relaunched to local drinkers thirsty for a return to trusted iconic brands.

Brewer Carlton & United Breweries has announced it will be boosting production of Foster’s Classic by 300 per cent in coming months.

“The COVID-19 pandemic has led Aussies to embrace nostalgia and yearn for simpler times,’’ said CUB’s Head of Classic brands Hayden Turner.

“Foster’s is an iconic brand Australians know and trust so it is really no surprise drinkers have told us they want more. We’re confident Foster’s can continue to grow again and develop a strong following like Melbourne Bitter and Reschs have done recently,’’ Mr Turner said.

Mr Turner said with COVID-19 causing tough economic times, CUB is making it easier for people by launching a value-for-money Foster’s 30-can slab that will be competitive with affordable rivals.

Foster’s was created by two Irish-American brothers, William M. and Ralph R. Foster, who arrived in Melbourne from New York in 1886. The brothers began brewing Foster’s Lager in November 1888 and it was made available to the public from February 1889. It was the first beer to pioneer cold beer and it is still brewed at Melbourne’s Abbotsford Brewery.

Foster’s remains one of Australia’s most recognisable brands thanks to memorable advertising fronted by Paul Hogan in the 1980s. While international sales have remained strong in recent years, local sales declined, replaced by the much-loved CUB brands like Victoria Bitter and Carlton Draught.

While known internationally as the quintessential Australian beer brand, Foster’s Lager used the slogan “The Amber Nectar” in Australia and the UK, and “Australian for Beer”, elsewhere overseas.  From 1964, the brand was promoted in the UK by comedian Barry Humphries and in the 1980s Paul Hogan fronted classic Foster’s ads which helped make the beer one of Australia’s most recognisable exports.

For more information contact HeadlinePR: Simon Pristel simon@headlinepr.com.au 0412 393 433

VB x Volley hi-res imagery can be found here.

Two of Australia’s oldest and most iconic brands, Victoria Bitter and Volley, have come together to create a special edition sneaker emblazoned with the VB logo and slogan ‘For a Hard Earned Thirst’. The must-have shoe of the summer will be available for purchase from 7am on Wednesday, 2 December, so make sure you set your alarm and don’t miss out.

The idea for the sneakers originated as an April Fool’s joke on social media when Volley announced the ‘Ultimate Shoey’. When the hoax went viral, VB and Volley were blown away with the response and wanted to bring the sneaker to life.

The Volley x VB sneaker is made on Volley’s Heritage High silhouette, which is a reiteration from the Volley High Leap from 1982 and features durable ribbed canvas upper, custom metal eyelets and is 100% animal free. The sneaker uses the original Volley rubber sole design and pays homage to the founder of VB, with Thomas Aitken’s signature featuring on the side of the shoe. It’s the perfect shoe for knock off VBs at the pub after a long day on the tools.

Volley has come a long way from its tennis origins, first stepping onto the scene in 1939 when the sneaker was worn by world-class tennis players. Now, the brand is a favourite amongst trendsetters, worn by some of Australia’s most well-known faces, such as Miranda Kerr and Chris and Liam Hemsworth.

Victoria Bitter collaborated with Volley to design a shoe that hard-working Aussies can easily slip on once the work boots come off.

Victoria Bitter’s Marketing Director, Hayden Turner said, “We are excited to be working with an iconic brand in Australia like Volley. When we first saw Volley’s April Fool’s Day hoax, it sparked some thinking in our office. When we saw the popularity of the post, we felt this was a good opportunity to offer something different to our drinkers. We hope they love it as much as we do”.

Exclusively available online at www.volley.com.au and www.victoriabitter.com.au, from Wednesday 2 December. The VB X Volley will set you back, $84.99, where pairs which come in a limited edition insulated cooler box retail for $94.99. VB X Volley socks are also available for $14.99.

• ENDS –

For all media enquiries and more information, please contact:

Tess Buckley | TLA Worldwide on behalf of Victoria Bitter

tbbuckley@tlaworldwide.com | 0434 622 314

Tessa-Jay Slight | onetwo agency on behalf of Volley Australia

tessa-jay@onetwoagency.com | 0412 047 681