Victoria Bitter has reworked its famous advertising jingle to take a dig at England's cricket team.
Brewer CUB, owned by Asahi Beverages, put a new label on its beer, England Bitter, and shipped it off to the Brits outraged about the stumping of Jonny Bairstow during the second Ashes Test.
“We know the English are bitter about the Lord’s Test, but when they’re feeling less bitter we’ve got a beer to shout them … our fresh new England Bitter”, said VB Marketing Manager Marc Lord.
“England Bitter has got their name on it and we’re sending a few slabs to the English Cricket Team to enjoy once they’ve cooled off.
“We raise our glass to the whole Australian team for securing a famous win in the second test, and wish them the best of luck in winning the series.”
The classic VB anthem from 1968, celebrating knock-off from a day of hard work with a refreshing cold beer, has had many iterations.
And CUB has recorded a new VB-style for anthem for England Bitter:
You can get it getting stumped.
You can get it complaining to the umps.
You can get it throwing away your wicket
You can get it invoking the spirit of cricket
You get it if your Ben Stokes
You can get it if you’re the coach.
Yes our beer may be bitter.
But our cricket team isn’t
So England, we've got a beer with your name on it.
For when you change your mind.
And that beer is England. England Bitter.
Marc Lord at CUB said the response from the Australian public - from prime minister Anthony Albanese down - has been extraordinary.
"The England Bitter campaign seems to be reflecting the pulse of the nation and we couldn’t be happier," he said
"The VB jingle has been the soundtrack to the lives of generations of Aussie beer-lovers. We’ve had a lot fun re-recording it for England Bitter! Hopefully even the English will enjoy our Aussie banter.”
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