In anticipation of another punishing festive season, beloved Aussie beer Carlton Dry has created a catch-cry Christmas song. A tongue-in-cheek cover of the Christmas classic, ‘The Most Wonderful Time For A Beer’ is buoyant yet ballsy and bound to become a staple on the office Spotify Christmas playlist.

The track, performed by the Carlton Dry Christmas Orchestra, bemoans workplace hookups, car park traffic jams and of course fights in the kitchen about politics and religion. The comedic Christmas song was created for those who “know things are dire when they’re playing Mariah” so in a bold gesture – befitting of the competitive Christmas chart period – Carlton Dry have made it their prime objective to knock Mariah off the number one position on the Australian Spotify streaming charts in the week approaching Christmas.

Much has been made of the success of Mariah Carey’s ‘All I Want For Christmas Is You’, but fondness for the track is not shared by all. The bubbly refrains of the iconic pop tune are often in direct contrast to the realities of Christmas chaos, and a recent UK poll even named the track the ‘Most Annoying Christmas Song’. Another suggested that Christmas is one of the six most stressful life events one can endure.

“We know there are plenty of Aussies out there who aren’t terribly stoked about Christmas and are getting a touch over listening to the same songs about a ‘perfect’ Christmas every year. This song is for them. And in the spirit of some healthy Christmas competition, we’ve made it our only Christmas wish to dismantle Queen Mariah’s throne, even just for one day.” explains Carlton Dry’s Associate Director, Hayden Turner

To join Carlton Dry in their quest, make ‘The Most Wonderful Time For A Beer’ your Christmas song of choice, and have yourself an uncomplicated little Christmas.

Listen on Spotify now!

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For media enquiries contact:

Rebecca Reato | 0403 999 184

Emily Kelly | 0422 250 110

Australia’s original craft brewer Phil Sexton is returning to the label he founded more than 35 years ago to reinvigorate the country’s original craft beer.

This will see Phil partner with Carlton & United Breweries, which fully acquired Matilda Bay in 1990, to build a new small-batch brewery in country Victoria that Phil and his team will run.

The brewery will be in Healesville in the Yarra Valley, an hour east of Melbourne, and will have a pub attached. It will exclusively develop and brew a new Matilda Bay range and some Matilda Bay classics such as Redback and Dogbolter.

Phil said the timing was perfect to re-launch Matilda Bay and help craft beer reach its potential in Australia.

“Restoring Matilda Bay to its rightful place as Australia’s leading craft beer is unfinished business for me,” he said. “I want to grow craft beer by showing people how special good small batch beer can be.

“I founded Matilda Bay in 1983 to give drinkers beautiful craft beer. And as the original craft brewery, it still has a special spot in the consciousness of Aussie beer lovers. It’s the right label to finish what I started and re-affirm what artisanal brewing should stand for: sessionable, flavourful beers that stand the test of time.”

Phil is one of Australia’s leading brewers and winemakers. In addition to Matilda Bay, he founded Little Creatures and launched Giant Steps and Innocent Bystander wineries. He said sustainability is a critical part of the new project, with solar panels supplying power and all waste to be recycled. The brewery will use pristine Healesville water.

“This is also about creating a beautiful new attraction in the town I love and live in,” he said. “There is something special about drinking great small-batch beer where it’s brewed.”

CUB CEO Peter Filipovic said: “Phil will oversee everything from brewery construction to brewing and marketing. He is a craft beer visionary who revolutionised Australia’s beer landscape. There is no one in the world more suited to delivering this venture than him.

“We’re meeting the changing needs of consumers by creating beautiful new beers in pristine surroundings that live up to Matilda Bay and Phil’s original vision. We couldn’t be more excited about this opportunity and we know beer drinkers will love it.”

The Matilda Bay brewery and pub will be built on the site currently occupied by Giant Steps winery and restaurant, which is owned by Phil. Construction is expected to start in coming weeks and the brewery is expected to be operational by the end of the year. More than 20 new jobs will be created.

The current Giant Steps site will close Sunday. Tasting will re-open immediately at a new site in Healesville and the winery will re-open soon, with more details to be announced in coming months.

For more information contact HeadlinePR: Lisa Gilbert lisa@headlinepr.com.au 0412 822 673 or Simon Pristel simon@headlinepr.com.au 0412 393 433

Pubs and clubs across the nation will unite on a single weekend in October urging Australians to pour out their hearts and open their wallets in support of farming communities facing ruin after years of drought.
Following on from last year’s inaugural Let it Pour campaign, which raised more than $1 million for drought relief, Great Northern Brewing Company (GNBC) will donate 1000 beer kegs to hundreds of hotels and venues nationally to stage fundraisers over the weekend of October 25-27.
Emotive images captured by outdoor photographer Krystle Wright will also be posted on billboards around the nation to draw attention to the devastation caused by drought in rural communities.
Outback adventurer and Great Northern Ambassador Matt Wright officially launched the 2019 Let it Pour campaign in North Queensland today (October 11) with a heart-felt plea to Australians to dig deep for their country cousins.
“People living in North Queensland know only too well the devastating effects of extreme weather events – be it drought or floods or cyclones,” Mr Wright said. “This current drought is devastating rural and regional communities right across the country. Farms are destocking, businesses are shutting and families are hanging on by their fingernails.
“More than ever, we need to show that true-blue Aussie spirit of helping our mates and Let it Pour is a way for everyone to lend a hand. All you need to do is buy a beer and you’ll be helping a farmer.”
Great Northern’s Antonia Ciorciari said hundreds of hoteliers from every state and territory across Australia will be hosting events over the Let it Pour weekend.
“Great Northern was incredibly humbled by the passion and generosity of people who responded to the Let it Pour call last year,” Ms Ciorciari said. “Not only did the events unite country and city communities for a common cause, but they also showed rural people affected by drought that they were not alone.
“Once again pubs and clubs across the country will host live bands, sausage sizzles, bale tossing and other great activities to raise much-needed funds for our battling bushies – it’s going to be a lot of fun and all in the name of a good cause.”
Molly Malone’s Irish Pub in Townsville is the first venue to sign up for this year’s Let it Pour and hotel owner David Zeller said the success of last year’s campaign, as well as the passion of locals to help drought-affected people, made taking part an easy decision.
“Many people are looking for ways to help and I don’t think we’ll have trouble convincing them to buy a beer for a bushie,” Mr Zeller said.
Rotary’s Philip Archer said all funds raised through Let it Pour will be donated to a drought relief fund organised by Rotary Australia and administered by Bendigo Bank.
“Last year, funds were given to people who needed help with everything from feed and water for livestock to school supplies for children, repairs for their farm machinery and food for their dinner tables,” he said.
“They were overwhelmed and incredibly touched by the generosity of Australians in both urban and regional centres and found great comfort in their show of support as they turned out in droves to events across the country.
“Social isolation is a big problem in regional areas and often the local pub, club or Rotary club is a place to unite for a bit of moral support or just a few laughs with mates which helps remind us all what’s important in life.”
Ms Ciorciari said Great Northern was born in regional Queensland and had a strong, loyal base of customers who lived in rural and regional parts of Australia.
“Let it Pour is our way to give back to some of the very people who have been our biggest supporters and we want them to know we are behind them,” she said. “Wherever you are in Australia on October 25 – 27, find your nearest pub or club hosting a Let it Pour event and raise your glass to their incredible resilience as we all wish for better times ahead for our farmers.”
Find your local Let it Pour event or donate at: letitpour.com.au
MEDIA CONTACTS: Michelle Hele 0411 112 114 or Fran Metcalf 0417 627 867

Iconic Australian beer and NRL sponsor, Victoria Bitter, has today announced that it is committing to powering the NRL Telstra Premiership Grand Final with the Australian sun.

The beer, which recently announced its own intentions to be brewed with 100% offset solar electricity in 2020, will also be offsetting the stadium’s electricity usage for the big clash between the Roosters and the Raiders.

At capacity, the stadium will use approximately 70,000kWh of energy to power the lights, scoreboards, pre-match entertainment, catering and more. The electricity used is the equivalent to running about 3,650 Australian homes for a day.

Commenting on the announcement, Victoria Bitter’s Marketing Director, Chris Maxwell, said, “Victoria Bitter and the NRL are two of Australia’s most iconic institutions. We have a responsibility to do our bit for the environment to ensure we can continue brewing and fostering the growth of rugby league for years to come. So, the next time the sun is making you hot, just remember it’ll not only be making you a cold one, but also lighting up the biggest game of the year.”

To view Victoria Bitter’s recent TV ad announcing their solar initiative please click here: https://www.youtube.com/watch?v=B_g_hurGKAc

To view a little of the fan sentiment about the change, please click here: https://www.facebook.com/VB/videos/2411681172402141/

NOTES TO EDITORS:

Fun facts around what the NRL Telstra Premiership Grand Final electricity usage (70,000kWh) could power:

• approximately 3,650 homes for a day
• an average TV for 88 years non-stop
• an average fridge (full of ice cold VB’s of course) for 117 years
• or it would take a rugby league player nearly 80 years to generate this amount of electricity on an exercise bike

For media queries, journalists should contact Nick Zonnios on 0421 663 442

Low carb pioneer Pure Blonde is again helping lead the way, this time with the release of the first ACO-certified organic range in Carlton & United Breweries’ history.

And to promote the launch, Pure Blonde Organic Lager is publishing its recipe along with the full brewing process on billboards across the country and in a digital campaign.

“We’ve created Pure Blonde Organic because beer lovers are increasingly conscious of the ingredients that go into their favourite drinks,” said CUB Marketing VP Brian Phan. “And to ensure people know exactly what’s in Pure Blonde Organic Lager, we are publishing the entire recipe and brewing process. Now anyone in the world from competitors to home brewers can make their own Pure Blonde Organic Lager. It’s a disruptive marketing campaign for a disruptive new product.”

When Pure Blonde launched in 2004, it tapped into an emerging trend of people making more conscious choices around consumption. Back in 2004, Pure Blonde was embraced by beer lovers because it’s a great tasting beer with far fewer calories than regular beer.

“That trend has only grown,” said Brian. “Going ACO certified organic was the next logical step for Pure Blonde.”

Pure Blonde Organic is certified by Australia’s leading organic body, Australian Certified Organic (ACO). And working to the strict guidelines of the ACO, Pure Blonde has created great tasting organic beer and cider options that are readily available in major retailers.

“Pure Blonde Organic will be among the most affordable and accessible ACO certified organic beer and cider in Australia,” said Brian.

Pure Blonde Organic Lager still has 80% less carbs than regular beer. It is a full flavoured yet crisp tasting lager that has a rich golden colour, notes of apple wood and floral hops that are carried through with a malty palate.

Pure Blonde Organic Cider has 60% less sugar and 50% less carbs than regular cider. It has a pale straw and crystal clear clarity, with a fresh apple aroma and hints of apple core notes.

Pure Blonde Organic Cider replaces the original Pure Blonde Apple Cider. It has the same great taste and calorie content. Pure Blonde Organic Lager is an addition to the Pure Blonde family and sits alongside Pure Blonde Ultra.

For more information on Pure Blonde Organic Lager and Pure Blonde Organic Cider, visit pureblonde.com.au

ENDS

For media queries and high resolution images, please contact:

Suzanne Tonks, Director, Oliver & York Public Affairs on s.tonks@oliverandyork.com.au or 0488774438

Richmond’s historic 2019 Premiership is about to taste a whole lot sweeter, with Carlton & United Breweries releasing limited-edition Richmond Draught to keep the celebrations flowing.

At least 30,000 slabs of yellow and black Carlton Draught will leave the Abbotsford brewery in Tiger heartland today and be available at bottle-shops across Victoria in time for the weekend.

Fresh from his five-goal haul at the MCG on Grand Final Day, Richmond star Jack Riewoldt was at the brewery to watch the first Richmond Draught beers being canned.

“Just when I thought the celebrations couldn’t get any better, we got our very own Richmond Draught,” Riewoldt said.

“Let the celebrations keep flowing by picking up your piece of premiership history!”

Vision is available from Riewoldt’s visit to the brewery, where he saw Richmond Draught cans in production and signed autographs for workers, and today’s media call at Richmond Football Club.

Click here for the VNR.

Click here for photos.

Carlton Draught Marketing Manager, Juan Uranga said Carlton Draught wanted to create a fitting tribute to the Tigers’ premiership success as the Official Beer of the AFL.

“We’ve been partners with the AFL for a long time and love the passion and energy we get from club supporters,” Uranga said.

“What better way to celebrate with the Tiger Army than with limited release Richmond Draught to commemorate the massive effort that the team’s put in all season long to get there.”

The limited-edition cans feature the final score of the 2019 Grand Final and a QR code, allowing fans to relive some of the greatest moments from the game.

To access the QR code, fans are required to use their mobile phones to scan the barcode.

Richmond Draught cans are available for purchase by adults only.

For media queries please contact:

reid.sexton@cub.com.au

Following a successful launch that saw it sell out within 24 hours, Victoria Bitter has partnered with the Steve Waugh Foundation to auction off the Last XI boxes of quintessentially Aussie cuppa, VB Tea.

For fans wanting to get their hands on VB Tea, they have one last chance and all for a good cause, with funds raised being donated to help Australians battling rare diseases.

The Last XI boxes of the tea have been released via eBay and each will go to the highest bidder.

Each kit includes a box of VB Tea containing 24 tea bags, a Victoria Bitter branded tea pint, Victoria Bitter branded biscuits and a copy of Steve Waugh’s autobiography The Meaning of Luck with each kit individually numbered and signed by Waugh himself.

Speaking about the partnership, Steve Waugh said: “Partnering with an iconic brand like Victoria Bitter to auction off VB Tea is a wonderful opportunity for the Foundation as we continue to raise vital funds for the one in ten Australians affected by a rare disease. While Aussies are cheering on Australia, they can also show their support and get a great piece of memorabilia in the process.”

Victoria Bitter Marketing Director, Chris Maxwell, said: “We were blown away by the response to VB Tea, and when we found the final boxes we knew we had to do something meaningful with them. There were a lot of cricket fans out there eager to ditch the English Breakfast and brew a true-blue Aussie cuppa, so we’re putting the tea towards a good cause and raising much needed funds for Australians battling rare diseases.”

The auctions for the Last XI boxes are currently taking place, concluding on Wednesday 18 September.

To support the Foundation and bid for a limited-edition VB Tea box signed by Steve Waugh Australians can head online to https://www.ebay.com.au/usr/victoria_bitter.

All funds raised will go towards the Steve Waugh Foundation. Victoria Bitter encourages responsible drinking. VB Tea contains zero alcohol.

For interview requests with a VB spokesperson please contact Clemenger BBDO PR:

Georgia Randall

M: 0403 215 529

E: georgia.randall@clemenger.com.au

Carlton & United Breweries has named Contemporary Brand Director Brian Phan as its new VP, Marketing.

Brian is a widely-respected marketer who has been part of CUB’s Marketing Leadership Team since joining from the Ford Motoring Company four years ago.

He will replace Alexander Lambrecht, who is leaving CUB to continue his career with AB InBev as their new VP, Marketing for India and South-East Asia.

Brian is a born-and-bred Melburnian who brings enormous energy and creativity to his new role.

CUB CEO Peter Filipovic said: “In our 150+ year history we have produced some of the Australia’s most iconic and enduring marketing campaigns, helping our brands become among the most recognisable in the country. VP Marketing is one of the most important roles in our business and there is no-one more suited to fill it than Brian.

“He has been critical in driving Great Northern’s growth to new heights and was behind the worldfirst launch of Corona Ligera, which is now Australia’s number one international mid-strength beer. In addition, he was instrumental in turning around CUB’s performance in the cider category via Pure Blonde Cider and Mercury Hard.”

Peter added: “While this is exciting news for the business, it is with sadness that we farewell Alex. In a short time he’s had a big impact, helping us gain recognition as one of Australia’s most innovative companies, launching a successful campaign to position Carlton Zero beer as a low-sugar, nonalcoholic option and strengthening our strategic thinking. We will miss his inspirational style and commitment to building the best teams.”

Brian said: “Alex energised the Marketing team with his passion for creativity and drive to embrace new ways of how to meaningfully connect with consumers.

“For me, being appointed to this job is a dream come true. Whether it’s VB, Great Northern, the Carlton family, or any one of CUB’s other fantastic brands, these are icons of Australian culture. Consumers love the romance of these brands, their history and the fact that some of the most memorable moments of their lives have been enjoyed with one of our drinks in their hands. I really think this is the best marketing job in Australia.”

Brian will start his new role on 1 October. Alexander’s departure comes ahead of Asahi’s pending acquisition of CUB.

For media queries please contact reid.sexton@cub.com.au

Victoria Bitter and Carlton Draught are giving beer lovers the chance to collect a full set of heritage bottlecap magnets during the NRL and AFL finals series.

The Classic Collectables fridge magnets will be free with cases of Victoria Bitter and Carlton Draught purchased in-store at selected outlets.

Each case comes with two historic magnets, with each full set featuring 12 iconic logos. One-in-four beer lovers will get an instant win magnet with prizes including Grand Final packages and a year of free beer.

The Victoria Bitter Classic Collectables set features logos and imagery dating back to 1854, including one of the logos used on the first beer cans produced in Australia back in 1958.

The Carlton Draught set dates back more than 50 years to 1967. Before that year the beer – then known as Carlton Ale – was available only from logo-less taps despite its enormous popularity and history stretching back to the 1860s.

Victoria Bitter and Carlton Draught are the official beers of the NRL and AFL respectively.

“We’ve been around for more than 150 years and we’ve had some iconic logos along the way. Some are instantly recognisable, others less well-known,” said CUB’s Director of Classic Brands, Chris Maxwell.

“From holding up the footy finals’ shopping list to the bills nobody wants to pay, every fridge deserves a few Classic Collectables.”

The Classic Collectables will also come with cases of Mercury Hard Cider.

The VB magnets will be available in the rugby league strongholds of New South Wales, Queensland and the ACT.

Carlton Draught magnets will be available in those places Aussie Rules dominates: Victoria, Western Australia, South Australia, Tasmania and the Northern Territory.

The Classic Collectables are in bottle shops and pubs now.

For more information contact HeadlinePR:

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

Simon Pristel simon@headlinepr.com.au 0412 393 433