Aussies deserve a Big Cold England Bitter

July 24, 2023
By Melissa Parker

Due to massive public demand, and to help celebrate a brutal Ashes series win, Carlton & United Breweries (CUB)’s gift to the whinging poms, England Bitter will soon be available in Australia.

Following the extraordinary local and international reaction to CUB’s cheeky rebranded Victoria Bitter, the brewery is releasing a limited run of England Bitter stubbies to go on sale early next month.

Even English cricket fans can console themselves with an England Bitter as the famous Ashes urn goes to the Aussies.

England Bitter made international headlines when it was flown to Old Blighty earlier this month and delivered to the England cricket team. It was a gift of commiseration as we Aussies claimed victory in the second Test of the Ashes giving Australia a 2-0 series lead.

The brewery even re-recorded the iconic Victoria Bitter (VB) jingle in the great tradition of banter between our two great cricketing nations.

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

Australia’s draw at Old Trafford – thanks to some traditional English summer rain – means we retain the trophy.

Marc Lord, Marketing Manager at VB 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.”

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,” he said.

Only a limited run of 30,000 cases of England Bitter will be brewed and will be on sale nationally at major liquor retailers.

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