A 12-metre bar crafted from raw brass and Tasmanian oak is at the heart of a stunning redevelopment at Australia’s oldest brewery, which will bring together generations of Cascade fans when it re-opens this month.

The new Cascade Brewery Bar will serve brewery-fresh Cascade beer on tap while a new menu draws on the best local produce and uses only 100% Tasmanian meat and fish.

“We wanted to create a place that locals would be proud to call their own, a special place that celebrates the heritage and craftmanship of the region in a relaxed and comfortable setting” said Cascade’s Joss Jenner-Leuthart.

“The Cascade Brewery is one of Tasmania’s most historic sites and iconic brands – it’s been around for generations and is still as relevant as the day its first beer was brewed.  Everyone involved in the project had a story of celebrating at Cascade and this inspired us to create a space worthy of Cascade’s unique Tasmanian heritage.”

“We haven’t got interstate visitors at the moment. But when it’s safe to travel again we’d love to see the Cascade Brewery Bar on the ‘must do’ list of every traveller to Tasmania.”

Inspired by Cascade’s rich history and location in the foothills of South Hobart, every design choice, material and finish was carefully considered and then brought to life by a team of local craftspeople.

“Our new Brewery Bar pays tribute to the history of Cascade and its setting within the original homestead. With views to our almost 200-year old brewery and heritage-listed beer gardens, there’s no better place to enjoy a beer and a meal,” said Mr Jenner-Leuthart.

“We wanted to celebrate the history and legacy of Cascade to create something that will bring together locals of today and tomorrow.”

The Cascade Brewery Bar features a raw brass bar top, roaring fireplace and locally crafted joinery using Tasmanian oak and raw steel. It was designed by the Cascade team in collaboration with Hobart architects JAWS Architecture and built by local contractors Macquarie Builders. Tassie Tasting Plates will be among the highlights of the new menu and meat and vegetables will even be wood-smoked in-house in a nod to the business’ first few years as a sawmill in the 1820s.

All the Cascade favourites will be served on tap on vintage Cascade coasters and in a heritage dimple glass designed in honour of founder, Peter Degraves.

Cascade Brewery Co is Australia’s oldest operating brewery and has been crafting beer for 188 years.

Since Peter Degraves built the brewery building in 1824, Cascade has been perfecting its craft with water from Mount Wellington, behind the brewery, with locally-grown ingredients still forming the backbone of the now famous brews.

The bar opens to the public on Friday 14 August.

For more information contact HeadlinePR:

Lisa Gilbert lisa@headlinepr.com.au

Victoria Bitter is launching Thirst. A scent by VB to help hard-working Australians get from the worksite to the pub at knock off time, even if that’s the bar from home for now.

The brewers at VB partnered with leading Australian perfumers to create a big, bold scent that is crafted with premium perfume oil along with the essence of Australian Super Pride hops used to brew Victoria Bitter. The perfect scent for hard-working Australians.

Thirst. A scent by VB is a fragrance that celebrates that satisfying moment of knock off. Opening with a refreshing combination of bitter citrus and icy aromas, the fragrance finishes with the bold freshness and energy of sweet hoppy accents. In other words, it smells great.

Thirst. A Scent by VB ambassador, Harley Breen said: “Thirst is a scent that every man can get around. It will make you wanna sniff your mate after a full day on the tools.”

Victoria Bitter’s Marketing Director, Hayden Turner said: “We love hard work, but let’s be honest, no one wants to be the person who brings the smell of the worksite to the pub, which is why we created Thirst.”

“It enhances that perfect knock off moment – a spray of Thirst, followed by an ice cold VB at the pub with your mates. We wanted to honour that moment with a fragrance that every hard-working, VB drinking, Aussie man would be proud to wear.”

Launched just in time for Father’s Day, Thirst. A Scent by VB is available at Chemist Warehouse stores nation-wide, plus limited stock is available at the Victoria Bitter merchandise store.

To purchase Thirst. A scent by VB online, visit www.victoriabitter.com.au or chemistwarehouse.com.au

OLFACTORY NOTES

Bitter citrus notes give way to floral spice and sweet hoppy accents, with subtle imaginings of freshly cut barley.*

*But don’t trust whoever wrote this stuff. Give it a try yourself.

THE PACKAGING

Inspired by the iconic Victoria Bitter stubby, the packaging acts as a reminder to freshen up. It fits perfectly in the toolbox, glove box or sports bag.

Click here for product images of Thirst. A scent by VB.

Click here for ambassador images of Harley Breen with Thirst. A scent by VB

Click here for Thirst. A scent by VB static ads

Click here for VNR from ambassador Harley Breen

For interview requests with a VB spokesperson please contact TLA Worldwide on behalf of Carlton & United Breweries:

Christy LaPlante

M: 0439 246 489

E: CLaPlante@tlaworldwide.com

Asahi Beverages is pleased to announce it will combine its two alcohol businesses: Carlton & United Breweries and Asahi Premium Beverages. The combined business will operate under the iconic Carlton & United Breweries name.

The businesses will be combined by Q4 2020.

CUB became a proud part of Asahi Beverages on 1 June 2020.

The combination will deliver our customers Australia’s leading range of alcohol beverages, including Asahi Super Dry, Great Northern, Carlton Draught, Peroni, Corona, VB, Carlton Dry, Pure Blonde, Mountain Goat, Vodka Cruiser, Somersby Cider, Woodstock Bourbon, the Yaks, Pirate Life, 4Pines and Balter.

Peter Margin, Chairman, Asahi Beverages, said: “Asahi Beverages is proud to be investing in Australia for the long-term. We have incredible confidence in the Australian market and the potential for long-term growth.”

Robert Iervasi, Group CEO, Asahi Beverages Oceania, said: “The combination of CUB and Asahi Premium Beverages will give our customers access to a leading portfolio which will deliver a superior customer experience and excite our consumers. It will also make it easier for our valued suppliers and partners to do business with us.

“We’re very pleased that Peter Filipovic will continue to lead CUB as CEO of our alcohol Business Division in Australia, joining Stuart Roberts CEO Asahi Lifestyle Beverages and Andrew Campbell CEO Asahi Beverages New Zealand.”

The combination of CUB and Asahi Premium Beverages will reduce the number of Asahi Beverages business divisions from four to three, with our non-alcohol business Asahi Lifestyle Beverages and Asahi Beverages New Zealand unaffected by today’s announcement.

Journalists should direct media queries to reid.sexton@asahi.com.au

In a famous victory for beer lovers, the iconic Reschs Silver Bullet cans are returning to NSW bottleshops after a long-running campaign by the Reschs Appreciation Society.

The cans of Reschs Pilsener – named for their distinctive colouring – held a special spot in NSW drinkers’ hearts before they were replaced with bottles around 2005.

But Reschs fans never forgot their beloved cans. And now, more than a decade later, Carlton & United Breweries is responding to their call and will start rolling them out again next week.

Reschs Appreciation Society members have endorsed the design, which includes the silver colouring and map of NSW found on the original. It also shouts out the society on the bottom of the carton with a message encouraging people to join the group.

Matt Henricks, who founded the Society 10 years ago, said: “Everyone who drank Reschs loved the Silver Bullet. It was absolutely iconic – part of not only Reschs history but NSW history too. Its return is better late than never and we think it’s a turning point for Reschs.

“We can’t wait to raise a Silver Bullet to say thanks to Carlton & United Breweries for listening to the Reschs Appreciation Society. We’re delighted that it’s back for a new generation to enjoy!”

The new 375ml cans will replace the 375ml glass bottles though 750ml glass bottles will still be sold.

Reschs Marketing Manager Hugh Jellie said: “We stopped making Silver Bullets 15 years ago because sales were down. But the Society’s passion has helped us realise this was a mistake. They’re a great bunch of men and women who love bonding over good beer and we love to support them.

“They’ve got over 7,000 members and it’s growing every week. With their support, a cracking design and delicious beer, the new Silver Bullet could be a big success. And we’re hoping it will kick-start a Reschs renaissance across NSW and beyond.”

The Society will hold a live-streamed event at the Imperial Hotel, Paddington, to mark the Silver Bullet’s return on Saturday 15 August (more details below).

Henricks added: “We’re looking forward to launching the cans with the Reschs Appreciation Society properly when pubs are back in full swing.”

For more information, journalists should email reid.sexton@cub.com.au 

Launch Event Details

Please note the event is limited to 10 people due to COVID restrictions but will be streamed to Reschs Appreciation Society members via their Facebook page. There is limited space for journalists, please contact Matt Henricks on 0438 000 448 for more information. (You may need to shout a Reschs or two.)

• Event Sat 15 August, 7pm start
• Imperial Pub, Underwood St, Paddington, NSW
• MC Dave Stanley – Racing HQ host on Sky Sports Radio (and passionate Reschs fan) will speak to:
  • Matt Henricks – founder of the Reschs Appreciation Society
  • Cameron Daddo – founder of Mens Health Charity, Men’s Team, that will partner with the Society in fundraising efforts
  • Alice Resch – great granddaughter of Reschs founder Edmund Resch

Further notes

• There is no change to the recipe of Reschs Pilsener. This is a packaging-only change from 375ml bottles to 375ml cans.
• Reschs Pilsener remains available in 750ml bottles. Reschs Draught is available in select NSW pubs on tap.
• More info on the Reschs Appreciation Society can be found here https://reschsappreciationsociety.com.au/ or here https://www.facebook.com/groups/66801719923
• The Reschs Appreciation Society wants to include that they won’t be stopping here. They’ll discuss their next push for the brand over a few tins of Reschs Pilsener.

Reschs history

• From 1879, Edmund Resch worked at a number of breweries in regional NSW establishing his brewing credentials.
• In 1897, he acquired Allt’s Brewing & Wine and Spirit Co in Sydney which would ultimately lead to the Reschs brand.
• During WWI, Edmund Resch contributed generously to the war effort and made up the difference in pay to approximately 60 of his employees that enlisted.
• However, of German descent, he was arrested after an indiscretion and interned in Holsworthy Camp near Liverpool on the outskirts of Sydney.
• Edmund Resch died in 1923 and his brewery taken over by Tooth & Co in 1929 which was subsequently acquired by Carlton & United Breweries in 1983.

You can get it working from your house. You can get it isolating with your spouse. Matter of fact, you can get it wearing something grouse.

To mark Christmas in July this year, VB is releasing a limited-edition knit to ensure you stand out at this year’s party – virtual or otherwise.

Made in Australia from VB’s iconic colours, the eye-catching jumpers are the perfect attire for hard-working Aussies bringing the mid-winter festive cheer.

Available at VB’s Big Cold Gear Shop (https://www.victoriabitter.com.au/collections/all), they retail for $80 and go on sale from today.

VB’s Senior Lead Hugh Jellie said: “It’s been a bloody tough year, and we need to take any opportunity we can get to celebrate with friends and family – whether over Zoom or in the loungeroom. Christmas in July is as good an excuse as any.

“I’m pretty sure these bad sweaters won’t win any design awards.

“But at least you can bring a little cheer to the barbie or fodder for your mates’ banter. Plus you’ll be very warm and Nan will love it.”

Only 500 will be made available, so you’ll need to get in quick.

For more information, journalist should contact:

Reid Sexton, Carlton & United Breweries

0413 777 393

Carlton & United Breweries has launched The Pub Reopening Ceremony, an epic pub crawl that will travel to pubs across the country to help support them as they re-open.

Beer will flow at events held at every stop, encouraging Aussies to get down to support their local pub after months of severe restrictions that have left many pubs struggling to survive.

The relay kicked off yesterday at Melbourne’s spiritual home of beer, the CUB Brewery in Abbotsford, where CEO Peter Filipovic was joined by Mick Molloy and AFL legends Nick Dal Santo and Campbell Brown to officially light the custom-made Tap Torch that will travel to pubs across the country throughout a three-week tour.

Following the lighting of the Tap Torch, Filipovic – dressed in an official beer-inspired tracksuit – officially passed the torch on for it to travel to the first stop of the relay at Melbourne institution The Espy.

From there, the torch will travel through Victoria before making its way to NSW, QLD, WA and SA. The relay will bring good times plus a free keg to every pub it visits, reinforcing the pub’s position at the heart of local communities.

A team of official Tap Torch ambassadors will join the campaign as it travels across the country, helping run the Tap Torch to the pubs and communities across the country.

The initiative is an extension of CUB’s For The Love of Your Local campaign, which aims to raise $2 million for pubs across the country to aid in the recovery of Australia’s pub industry.

CUB CEO Peter Filipovic said that as restrictions continued to ease across the country, now more than ever we need to encourage Australians to head back to the pub to support their local.

“We’re thrilled that pubs are beginning to re-open across the country, and what better way to celebrate than with an official re-opening ceremony and a national pub crawl. We hope that this campaign helps shine a spotlight on the brilliant pubs across the country and encourages Australians to head back to their local and support the pubs that are at the heart of their communities.”

The Espy co-owner, Matt Mullins, added, “This has been a devastating period for the industry, but we’re starting to see the light at the end of the tunnel. Initiatives like this are important in encouraging patrons to safely return to pubs and clubs as the industry gets back on its feet.”

People can find more details about The Pub Reopening Ceremony and support their local by visiting loveofyourlocal.com.au and nominating their favourite venue, then buying a pint of CUB beer using their credit card or PayPal account, with the funds going to the venue directly. CUB then matches that support with a free pint to the patron after the venue re-opens, making it a win-win for pubs and clubs as well as for beer lovers.

–ENDS-

MEDIA CONTACT:

Lauren Hunt | E: lauren.hunt@clemenger.com.au | M: +61 423 541 802

NOTES TO EDITORS:

The pub relay will be heading to the following venues and locations:

VIC:

The Espy (St. Kilda)

Red Lion (Ballarat)

Blazing Stump (Wodonga)

NSW:

Cobargo Hotel (Cobargo)

The Orient (Sydney)

Queens Wharf Brewery (Newcastle)

Settlers Inn (Port Macquarie)

The Australian Hotel (Ballina)

QLD:

Northcliffe Surf Club (Gold Coast)

The Plough Inn (Brisbane)

WA:

Geraldton Golf Club (Geraldton)

The Shoe Bar (Perth)

Kalgoorlie Hotel (Kalgoorlie)

SA:

Exchange Hotel (Gawler)

The Port Club (Adelaide)

Asahi Beverages is delighted to announce that it has completed the acquisition of Carlton & United Breweries and welcomes CUB’s employees to the Asahi Beverages family.

CUB has a long and proud history as Australia’s leading brewer that stretches back over 150 years.

Chairman, Asahi Beverages, Peter Margin said: “This is a very exciting time to be part of the Asahi Beverages family as we embark on the next chapter, as the Oceania regional hub for Asahi.

“The acquisition of CUB will mean that Asahi Beverages is able to offer customers and consumers an even broader range of great tasting beverages with the addition of some of Australia’s most popular and well-loved beer brands.”

CUB becomes the newest business division of the Asahi Beverages Regional Hub alongside Asahi Premium Beverages, Asahi Lifestyle Beverages and Asahi Beverages NZ.

CUB will continue to operate in much the same way it does today, except under the auspices of Asahi Beverages in Australia.

 

 

— Ends —

Contact: AsahiBeverages.Communications@asahi.com.au

 

 

 

 

About Asahi Beverages

Asahi Beverages is the Oceania regional hub of Asahi Group Holdings, one of Japan’s leading beverage companies.  In addition to the Oceania regional hub, Asahi Beverages comprises four trading Business Divisions, namely Carlton & United Breweries, Asahi Lifestyle Beverages which manufactures, markets and distributes a broad portfolio of leading non-alcohol beverage brands, Asahi Premium Beverages which manufactures, markets and distributes a broad portfolio of alcohol products in Australia and Asahi Beverages New Zealand, which manufactures, markets and distributes a broad range of beverage products in New Zealand.  With the addition of CUB, Asahi Beverages employs around 4,000 people across Australia and New Zealand.  www.asahi.com.au

 

Thousands of litres of tap beer currently locked inside Australian pubs can now be sold to consumers thanks to Carlton & United Breweries and government intervention.

It’s a big win for beer lovers and the embattled $20 billion+ pub and club industry, which otherwise would have been forced to tip the beer down the drain.

The Federal Government’s decision not to apply double excise means publicans can sell classic tap beers such as Carlton Draught and Victoria Bitter straight from the tap into resealable bottles. Some States have also relaxed rules around the sale of takeaway beer.

Carlton & United Breweries CEO Peter Filipovic said: “The pub industry is reeling from the recent shutdowns. So to help pubs take advantage of the Federal and State Government concessions, we’re donating 20,000 resealable bottles to more than 100 pubs in Melbourne, Sydney and Perth.

“What makes tap beer so great is its freshness, which is also why it has a relatively short best before date and why publicans would otherwise soon be disposing of it.

“Our resealable bottles mean beer lovers can still enjoy tap beer and support their local in its hour of need. It’ll also give many people their first taste of tap beer from the comfort of their own home.

“This is a great example of how business and government can work together to overcome this crisis. The Federal Treasurer immediately understood the importance of this initiative to support pubs and clubs at this time. Likewise, State Governments have been quick to support small businesses to innovate and adapt their business.

“Pubs are at the heart of many local communities and CUB has relationships with some stretching back more than 150 years. We’re doing everything we can to ensure we’re still partnering with them in another 150 years.”

The 20,000 takeaway bottles come in two sizes – known as “squealers” and “growlers”– and are roughly 1 litre or 2 litres each. They are available from participating pubs free of charge and no deposit is required, with people only having to buy the beer itself.

The owner of Richmond’s All Nations pub, Bob O’Kane, said: “Shutting the pub has been incredibly tough but we’re making the best fist of it that we can.

“This is a great innovation from Carlton & United Breweries. Selling takeaway tap beer is a big break with pub tradition but it will help ensure cash flow as we bunker down and try to see this crisis out and keep as many staff employed as possible.”

For a full list of participating pubs visit www.cub.com.au

Carlton & United Breweries is committed to helping pubs through this crisis. Today’s announcement follows the launch earlier this month of For the Love of Your Local, which encourages people to get back into their local when it re-opens with the offer of 2 for 1 pints.

For more information, journalists should contact reid.sexton@cub.com.au