Australia’s most iconic beer has joined forces with Australian designers Strateas Carlucci to create a range of luxury clothing and take knock-off drinks to stylish new heights.

The collection debuted this evening at Paypal’s Melbourne Fashion Festival, surprising the well-heeled crowd as models strutted the catwalk in a range of VB-inspired t-shirts, knitwear and much more.

Designed and produced locally in Melbourne, the collection draws on the heritage of VB – incorporating vintage fabrics and the ‘hard earned thirst’ tagline along with images of VB cans and posters. It is combined with Strateas Carlucci’s renowned androgynous style to create a range of unique designs for lovers of VB and high fashion.

VB Head of Classic Brands, Hayden Turner, says they are proud to partner with the fashion powerhouse Strateas Carlucci, a brand that shares many of the same core values.

“The unexpected collaboration brings together two brands that were born in Victoria to redefine the knock-off occasion”, said Turner.

“We know the notion of the knock-off has evolved with work days changing and social outings not being taken for granted. It isn’t just about enjoying a beer, it’s also about bringing style to the occasion”, concluded Turner.

For Peter Strateas and Mario-Luca Carlucci, this is more than a fashion collaboration, with the pair having personal ties to the brand.

“Collaborating with an iconic Australian brand like VB is incredibly sentimental for both of us. The VB long-neck bottle brings back many feelings of nostalgia. Our grandfathers would re-use the VB longnecks when making home-made tomato sauce and enjoyed many a VB over knock-off drinks”, said Mario-Luca.

“We wanted to create a range that challenges the stereotype of traditional ‘workwear’, swapping high vis for high fashion to create unique designs to help VB drinkers knock off in style.”

“VB is more than just a beer, it’s engrained into our Aussie culture. and we wanted to ensure this was reflected in the prints and heritage references we’ve included in the pieces whilst also remaining true to our signature style”, concluded Peter.

The capsule collection is underpinned by three pillars:

FABRIC PRINTS
Inspired by the heritage of VB and humble beginnings of a person’s story, Strateas Carlucci took an archival image of a VB can and morphed this into two faces. These faces for the designers represent modern Australia, and how this idea has evolved over time. The scrunched image also represents the idea of a crushed VB can, however, also ties into the concept of ‘redaction’, where they eliminate key details via the crushing of the image, to encourage the viewer to look at other details of the image.

KNITWEAR
The artworks for the knitwear were inspired by archival VB posters and advertising. The wording and phrases from these posters are used to create a new updated version.

ACCESSORIES
Using the redacted words ‘HARD / THIRST’ and the Strateas Carlucci logo on the back of the caps, this piece will complete any fashion look.

For fans wishing to get their hands on a piece of VB history, the limited-edition capsule will be made-to-order. To place your order, head to http://victoriabitter.com.au/merch/limitededition/SCxVB for your chance to own your very own VB x Strateas Carlucci items.

– ENDS –

Media assets for editorial use can be downloaded from the links below:

Rights-free imagery from the VB x Strateas Carlucci campaign can be found here.
Video News Release including overlay footage of the VB x Strateas Carlucci Runway Show as well as interviews with Peter Strateas, Mario-Luca Carlucci and VB spokesperson, Hayden Turner can be found here.

For all media enquiries, please contact TLA Worldwide on behalf of VB:

Ivana Bogut
TLA Worldwide
ibogut@tlaworldwide.com
+61 478 072 377

Carlton Draught is excited to launch The Carlton Draft – a campaign that will see eight AFL legends recruited to play for local Victorian clubs.

The Carlton Draft will help local clubs get back on their feet after the toughest period in recent memory, bringing together Victorian communities and encouraging them to come to support local footy.

Headlined by Draft Commissioner and three-time premiership Lion Jonathan Brown, the playing pool sees some of the AFLs finest answering the call to arms. This already includes three-time premiership Hawk Jarryd Roughead, four-time Goal of the Year winner Eddie Betts, recently retired Demon and 300-gamer Nathan Jones, and 2010 Collingwood premiership player Dale Thomas.

Click here for The Carlton Draft campaign launch film.
Click here for rights-free campaign imagery for editorial.
Click here for VNR from Draft Commissioner Jonathan Brown and The Carlton Draft nominee Dale Thomas.

The Carlton Draft continues Carlton Draught’s long tradition of supporting grassroots footy clubs. The ex-AFL stars will put the boots back on for a local club for one match in the regular home-and-away season in 2022.

Entries for local footy clubs across Victoria are now open. To nominate your club for The Carlton Draft, head to www.thecarltondraft.com.au. Entries close March 27 with eight lucky clubs announced in early April.

The Carlton Draft will be broadcast live on Fox Footy on April 27, with matchdays to commence from April 30.

Winning clubs will get a unique matchday experience when the community unites to watch an AFL legend play alongside the local legends.

Speaking on the launch of The Carlton Draft, Draft Commissioner Jonathan Brown said:

“Being a country Victorian boy myself, I know how hard it has been for many local communities throughout the last couple of years,”

“The Carlton Draft will be a campaign that unifies communities across Victoria, with eight lucky clubs getting the chance to have an ex-AFL legend lace up the boots and put on a show. I reckon a couple of them might finish with bruised egos and bodies but it’s going to be fun to watch.”

The Carlton Draft nominee and 300-game Melbourne veteran Nathan Jones said:

“I have always loved my local footy and I can’t wait to play my first game since retiring last year. I like to think I have kept myself in good nick so I can’t wait to help whichever club drafts me.”

Carlton & United Breweries, Classic Brands Marketing Director Hayden Turner said:

“Carlton Draught is a quintessential part of local football around Australia and has a long history of supporting grassroots footy. This initiative will make a real difference to the clubs and communities after a very challenging two years,”

“Watching these legends of the game get drafted, then go head-to-head with local footballers is going to be incredible. Whatever the outcome, we can’t wait to have a couple of Carlton Draughts with all the players post-match,”

“Carlton Draught is very proud to have worked closely with the AFL, Fox Footy and the players to ensure this is brought to life and that local footy clubs are supported. Cheers to all our partners for their support to date.”

– ENDS –

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

Patrick Lucarelli
M: 0410 038 824
E: Plucarelli@tlaworldwide.com

Comedian Lucinda “Froomes” Price revealed as new brand ambassador

Australia’s favourite ready-to-drink vodka premix brand, Vodka Cruiser, has launched its new brand platform ‘Say Less’ via TBWA\Melbourne.

Inspired by ‘nowstalgia’, where nostalgia meets Y2K culture, the campaign champions confidence, infectious energy and a cheeky attitude. The brand tagline Say Less, simply means being 100% on board, whether your friends are offering you the AUX cord, an invite to a pool party or grabbing a pair of servo sunnies.

To help bring the platform to life, Vodka Cruiser has signed Aussie comedian and CEO of FROOMESWORLD, Lucinda Froomes Price as its new brand ambassador.

“I have been obsessed with Vodka Cruiser since I was legally allowed to be, so this partnership has me feeling like Charlie in the Chocolate Factory. I’m beyond excited to be cooking up some fun, fruity ideas for the year ahead and can’t wait to share them with my fellow Vodka Cruiser superfans,” says Price.

Brand Manager of Vodka Cruiser, Michael O’Donoghue explains, “Over the past two decades, Vodka Cruiser has managed to influence a number of generations. For some, Vodka Cruisers are a throwback – and for others, it’s their favourite drink right now.

“We set out to create a platform that would effortlessly celebrate our past, but also pave the way for its future. Fortunately for us, the resurgence of the Y2K fashion trend couldn’t be a more perfect fit, and we are super excited about how it brings to life the attitude and personality of Vodka Cruiser.”

The new brand platform, created by TBWA\Melbourne, will feature in PR, social media, Spotify, Vevo and Twitch across the next 12 months. For more information on Vodka Cruiser, visit vodkacruiser.com.au.

###

Please see imagery here.

Credits:

Carlton & United Breweries Premium Beverages
GM CUB Premium Beverages at Carlton & United Breweries: Michael Ritoli
Head of Portfolio, RTDs & Spirits: Ben Eyles
Brand Manager: Michael O’Donoghue
Assistant Brand Manager: Jacob Gyzen
Project Lead: Nathalia Chua
Consumer Insights Manager: Johanna Isaacs
Senior Manager Media & Digital: Christie McGuire
Digital Planner: Sophie Baker

CUB Marketing Communications Agency: CUBHOUSE

Creative Agency: TBWA\Melbourne

Media Agency: PHD

Carlton & United Breweries (CUB) and Supercars are excited to announce a new three-year partnership that will see CUB becoming the official beer and cider partner of the Repco Supercars Championship until the end of 2024.

The new partnership means CUB’s incredible portfolio of products including Victoria Bitter, Carlton Draught, Great Northern Super Crisp, 4 Pines Pacific Ale and Somersby Cider will be on offer for fans to enjoy trackside and in hospitality suites.

CUB’s Glenn Thiele, General Manager – Field Sales & On Premise, was pleased to reaffirm CUB’s proud sponsorship of Supercars, which first began over 20 years ago.

“We’re delighted to reignite our partnership with Australia’s top motorsport category and see CUB products served to fans at events over the next three years,” Thiele said.

“CUB has a rich history with Supercars and we’re proud to be continuing to develop world-class fan engagement initiatives to support this world-class Championship.”

Supercars General Manager – Commercial, Jamie Black said the Supercars and CUB partnership would deliver great outcomes for two of Australia’s most iconic brands.

“We warmly welcome CUB as the official beer and cider partner of Supercars for the next three years,” Black said.

“There is a terrific alignment with Supercars partnering again with Carlton & United Breweries. Both Supercars and CUB are iconic brands in Australia with a rich history.

“We look forward to working with CUB on everything from promotional opportunities right through to engaging between one another’s corporate networks.

“This new partnership comes at an exciting time for our sport with Gen3 hitting the track in 2023 and we are delighted CUB is joining us on this journey.”

GOOD TiDES Hard Seltzer, Australia’s much-loved refreshing vodka and sparkling water seltzers, has today launched its new brand platform and first fully integrated campaign – “Where Good Tides Resides”.

Using fun layered visuals, the new campaign celebrates the special feeling you get when enjoying good times with the crew, kicking back and going with the flow (a much-welcomed departure from the world of lockdowns, quarantines and curfews). The campaign can be viewed here.

TBWA\Melbourne says: ‘We’re incredibly excited to work with CUB, which is a proud part of Asahi Beverages, on GOOD TiDES and bring to life a campaign that is directly inspired by the product and captures the refreshing nature of the Australian coast.

“As one of the first alcoholic seltzers to launch in the Australian market back in 2020, GOOD TiDES has already made a huge impact in the drinks space, and we’re looking forward to seeing what the year ahead has in store.”

Directed by Collider’s Beatrice Peggard and set to ‘Bystander’ by Cool Sounds, the campaign uses a mixed media approach to create a picturesque campaign that follows a group of friends across secluded beaches to the scenic wilderness. All brought to life across TV, VOD, Social and OOH.

GOOD TiDES Brand Manager Wendy Lin says: “To date the seltzer category has often led with functional comms, so we wanted to have some fun and stand out from the rest of the category. GOOD TiDES has had an amazing response from Australian drinkers who love its refreshing taste driven by a hint of natural fruit flavoring and triple-distilled premium vodka.”

NOTES TO EDITOR:

Imagery available here: https://drive.google.com/drive/folders/1WW06UMKmTordolRbVmp9YHKL1kHJbpIH?usp=sharing

30” TVC here: https://www.youtube.com/watch?v=o9Awm2ml6EE

Credits:

Client: Carlton & United Breweries
General Manager – CUB Premium Beverages: Michael Ritoli
Acting General Manager – Marketing: Lauren Fildes
Marketing Manager – Cider, Seltzer & Lighter Drinking: Stacey Lowther
Brand Manager – Seltzer & Lighter Drinking: Wendy Lin
Head of Insights & Capability: Sarah Wilcox
Consumer Insights Manager: Johanna Isaacs
Group Senior Manager Corporate Affairs: Sabine Wolff
Legal Counsel: Lara Howden
CUB Creative Consultant: Nick Worthington

Creative Agency: TBWA|Melbourne

Media Agency: PHD

Production Company: Collider
Director: Beatrice Peggard
Executive Producer: Karen Bryson
DOP: Campbell Brown

Post Production Company: ARC EDIT
Editor: Jo Scott
Colourist: Ferg Rotherham
Online: Eugene Richards & Chris Betteridge
Post Producer: Michaela Fenton

Audio: Squeak E. Clean Studios

Peroni Nastro Azzurro is once again proud to be part of the world-class Grand Slam action, bringing true Italian style, passion and flair to the Australian Open with an incredibly exciting calendar of events and activities planned to celebrate the second year of the partnership. For the brand, 2022 is all about elevating life’s moments and occasions with Peroni – whether it be on a seaside getaway, with friends and family at home or down at the Grand Slam Oval.

To celebrate the Tennis season, the Australian Open and our long-anticipated summer, Peroni are launching a range of incredible activations and initiatives, inviting fans to toast a Peroni together and enjoy the tennis in true style for 2022. The custom designed Peroni Aperitivo Bar will return to Grand Slam Oval, complete with delicious Aperitivo offerings and direct access to Rod Laver Arena, making it a premium destination for fans. The innovative space draws inspiration from classic Italian architecture with a crisp white palette and touches of the Peroni blue, creating a Mediterranean courtside at Melbourne Park. The activation embodies Peroni’s Italian values of quality and craftsmanship, inviting fans to Live Every Moment and be served with style at the Australian Open.

Peroni is thrilled to partner again with some of Australia’s top hospitality destinations, creating an immersive in-venue experience under the guise of beautifully tailored and bespoke installations. in collaboration with Sydney’s House Bar at Barangaroo, Brisbane’s iconic waterfront Riverbar, and Melbourne’s own Garden State, Peroni has engaged with local artists, musicians and fashion stylists to uniquely dress each venue, amplifying the brands stylish and passionate presence across the summer period. Fans of the tennis can look forward to the refreshing Italian taste of Peroni on offer, paired with specially crafted Aperitivo offerings to elevate patrons’ moments and occasions and of course, to soak up the Australian Open atmosphere.

For fans celebrating the Australian Open with friends and family out and about, at home in backyards or around the television, Peroni has partnered exclusively with Dan Murphy’s & BWS to elevate their at-home Aperitivo occasion. Tennis fans will have a chance to win a beautifully crafted Aperitivo box, complete with hand-selected and locally sourced food items, Peroni glassware, a sharing board & AO tennis ball with every Peroni case purchase from Dan Murphy’s or receive a bonus Ecology serving- ware voucher to redeem online with every 6 or 24pk purchase from BWS.

A summer garden party will also be held at the stunning rural property, Stonefield’s, the private resident of acclaimed landscape architect Paul Bangay, to further personify Peroni’s Live Every Moment mantra. Complementing the spectacular Italian inspired gardens, a stunning summer menu has been designed by Joe Mammones Melbourne team, encompassing dishes from their 3 establishments, Bar Carolina, Il Bacaro and Marameo. Guests will enjoy Pranzo by Peroni alfresco style, in a moving feast that sees guests dine throughout the expansive gardens hand selected to complement Peroni.

#LIVEEVERYMOMENT #PERONINASTROAZZURRO #PERONIAO #SERVEWITHSTYLE

We invite you to Live Every Moment as Peroni serves with style at the Australian Open. Visit Peroni on Grand Slam Oval, at Melbourne Park, Monday 17th – Sunday 30th January 2022.

For further imagery and quotes, please contact:
Brooke Laurie
blaurie@3dm.com.au
0487 400 870

The Boxing Day Ashes Test at the Melbourne Cricket Ground is expected to see beer lovers consume more of the amber ale than at any other Australian event since the pandemic started.

By the time fully-vaxed fans settle in to watch the first ball bowled, Carlton & United Breweries will have delivered 4500 kegs, or 220,000 litres of beer, to the MCG – enough for nearly 800,000 pots.

Drinkers on Boxing Day alone will consume about 2000 of the kegs – about the same as an AFL Grand Final – and it takes more than 20 trucks to deliver the popular cargo along the 3.3km road trip from the Abbotsford brewery to the iconic MCG.

Carlton Draught accounts for much of the beer supply as do mid-strengths Great Northern Super Crisp and Four Pines Pacific Ale while other brands such as Asahi Super Dry, Mountain Goat, Balter and Pirate Life round out the line-up.

CUB’s Abbotsford brewery General Manager David Baxter said the Boxing Day Test was a major logistical exercise for Australia’s largest brewer.

“The Boxing Day Test keg delivery is about the same as the weekly supply to 100 average-sized pubs,’’ Mr Baxter said,

“We want the beer to be as fresh as possible for the match fans so we are working flat out and brewing right up until the last possible moment to put into the kegs. It’s been a long time since Melburnians could enjoy an event of this size in their city and we’re doing everything we can to help ensure it’s a memorable occasion.

CUB works closely with the Melbourne Cricket Club, stadium manager of the iconic MCG, to determine the amount of kegs required based on historic data. More beer is consumed at an Australia versus England Ashes Test than any other cricket match – with Australia versus New Zealand Test matches not far behind, followed by India.

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

One of Australia’s most iconic craft beers has been reimagined in time for summer.

Matilda Bay’s Redback wheat beer helped to kickstart the country’s craft movement when it was originally created by master brewer Phil Sexton in 1986.

Mr Sexton parted ways with the original Matilda Bay in the early 1990s, before returning to partner with Carlton & United Breweries two years ago and re-establish Matilda Bay Brewery in his new home, Victoria’s Yarra Valley.

This is the first year Mr Sexton has brewed the beer in more than 30 years, with a “riff on the original” returning on-tap to its place of origin, Western Australia, in June.

Since then Mr Sexton has continued finetuning Redback for modern palates – and the result is Redback Summer, a more sessionable beer with a name that reflects its taste.

“For many people, the original Redback was the first time they drank beer and savoured it like a wine, which was great, but nowadays there are lots of different beers you can do that with. We wanted to make Redback a little easier to drink than the original, which was very close to a traditional Hefeweizen,” Mr Sexton said.

The revamped Redback strikes the balance between a sparkling Summer Ale and a Belgian Wheat Ale, delivering a smoothly sessionable experience from start to finish.

“We were playing around with new yeasts , the blend and the acidity a lot this year, and we’ve finally found something we think does this iconic brand justice. It’s been a tricky journey to get the balance right – keeping the lovely Belgian characteristics while not overpowering the beer.”

The aroma is mandarin rind and floral spice with underlying fruit, a hint of hop spice and a slightly biscuity malt tone. Palate is creamy, soft yet firm; balancing lovely lemon curd and earth fruit notes to produce a well-balanced mild palate with high drinkability. Finishes very crisp and extremely fresh, with an ABV of 4.7%.

Redback Summer is now available on tap in selected venues across Perth, on tap at the Matilda Bay Brewery in the Yarra Valley, and sold in all Liquor Barons stores nationally.

Link to photos

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

Victoria Bitter has joined forces with the iconic grill brand, Weber, to introduce a limited-edition Victoria Bitter-branded barbecue just in time for summer.

Nothing screams Aussie summer after a hard day’s work more than that first sip of a big cold beer and the smell of a sizzling barbeque, which is why we could not think of a more iconic duo to kickstart the season of backyard barbeque festivities.

Weber are founded on the belief that enjoying a delicious meal with loved ones is the best thing in life. Similarly, VB aims to provide all Aussies with the perfect knock-off moment, which is why it was a no- brainer for the brands to team up.

Victoria Bitter’s Marketing Director, Hayden Turner says, “We are excited to partner with another cult brand like Weber, which has a significant presence around the globe. Weber and VB hope this new product brings people together this Summer to enjoy that money can’t buy knock-off feeling. Weber fans are just as passionate as our fans, which is why we can’t wait to see their reactions to this new product.”

Daniel Pike, National Marketing Manager AuNZ for Weber says, “Weber, like VB, is a much-loved brand that has shaped the Australian backyard entertaining landscape for many years. Our iconic Weber Kettle is the cornerstone of our brand and has been the centrepiece of thousands of delicious meals and moments with family and friends since 1978. We feel this product was the perfect fit for a collaboration between our two brands, and I am sure it will strike a chord with fans of both VB and Weber across the country.”

The VB x Weber barbecue is the same model as the Original Kettle Premium Charcoal Barbecue 57 cm from the Weber Kettle Range, which is one of the brand’s most versatile and convenient products.

The Victoria Bitter x Weber is available now exclusively at victoriabitter.com.au and is $479.00 AUD.

Click here for high-res imagery.

ENDS

For all media enquiries and more information, please contact:

Tess Buckley | TLA Worldwide on behalf of Victoria Bitter

tbbuckley@tlaworlwide.com | 0434 622 314

Victoria Bitter is giving its fans the opportunity to have their very own name printed on the iconic Australian stubby. From next week, Victorians can purchase an entire case of personalised bottles for themselves or a loved one, exclusively via Cellarbrations bottle shops.

Known for its classic and iconic label, the cult brand is excited to let VB fans put a personal touch on their favourite beer label and the timing couldn’t be more perfect ahead of the festive season. Although the label might look a little different, the big cold beer taste will of course remain the same.

Victoria Bitter’s Marketing Director, Hayden Turner says, “Our fans never cease to amaze us with how loyal and dedicated they are to the brand, so we wanted to do something to show our appreciation. Personalisation has become increasingly popular over the past couple of years, so we are thrilled that Cellarbrations is helping us provide our fans with their very own personalised cases of VB”.

If you are on the hunt for the perfect gift or want to make sure your mates don’t knick your beer from the esky this summer, then head to shop.cellarbrations.com.au to secure your set of personalised stubbies.

The Victoria Bitter Personalised Cases are $125 per slab (fragile freight included). Available for purchase from Monday 22 November, whilst stock lasts.

For further information on Victoria Bitter, visit victoriabitter.com.au.

Click here for high-res imagery.

ENDS

For all media enquiries and more information, please contact:

Tess Buckley | TLA Worldwide on behalf of Victoria Bitter
tbbuckley@tlaworlwide.com | 0434 622 314