During the 2023 Ashes series, a controversial umpiring call went Australia’s way against England. It quickly became the most talked about cricketing moment in Ashes history. The English team were so bitter about it they refused to share a beer with the Aussies: breaking a century old tradition.

Amid all this bitterness, Victoria Bitter wanted to show the world we had the Aussie team’s back. So, we got to work and brewed a beer to match England’s mood.

The new brew, England Bitter, was shipped to the English dressing rooms, with an invite to join the Aussies once their bitterness had subsided.

Playing off England’s penchant for room temperature ales and their reputation for “whinging”, VB’s tagline “the big cold beer, for a hard-earned thirst” became “the big warm beer for a hard-earned whinge.”

The new brew, England Bitter, was shipped straight to the English dressing rooms, with an invitation to join the Aussies once their bitterness had subsided.

With all the talk about Australia’s values, it was time for VB to step in and defend them. Our insight was simple: Talk is cheap, ‘doing’ is what Australia and VB are about.

We knew if we showed up with action rather than words Australia would get behind us.

So we decided to turn England’s resentment and bitterness into an opportunity.

Key message - England Bitter: The Big Warm Beer, For A Hard-Earned Whinge.

Despite not paying a cent in sponsorship money; we were the most talked about brand throughout the entire Ashes series. Owning the conversation around the sport's biggest event.

Starting with a single post on our own social media channels about the new brew, we had the internet in a frenzy.

Within 24 hours, VB had production of England Bitter rolling.

Within 48 hours, cases of England Bitter were delivered directly to the English team’s dressing room.

Within 72 hours every major news outlet in Australia had picked up the story and we had reached over 23 million people... that’s over 90% of Australia.

We sold 30,000 cases of England Bitter, and gave VB the most earned media in the brands 170-year history, all in just 72 hours.

In terms of engagement, England Bitter was the most successful campaign in VB’s history.

We turned England’s resentment into an extraordinary opportunity for an iconic Australian brand. And despite not paying a cent in sponsorship money; we were the most talked about brand throughout the Ashes series. Most importantly, the Poms would eventually fail to win back the Ashes, giving them something else to be bitter about.

23.5 Million impressions

$4.5 Million in earned media

1391% organic social engagement VS benchmark

Highest Levels of Social Engagement in VB’s 170 year history

30,000 cases of England Bitter beer ordered

Ashes Retained