The Ashes is one of the biggest sporting events in Australia’s calendar, as we battle against the English on the cricket pitch to prove we’re better. Victoria Bitter, Australia’s favourite beer goes hand in hand with this month long extravaganza. However this year, the Ashes are played in England meaning that Aussies can only watch late at night/early morning, not the best time for beers.
So to allow fans to still drink the national drink while supporting the national team, we created VB Tea. The drink you drink when you can’t drink.
Using the actual hops from the beer, we created a breakfast tea with a Victoria Bitter aftertaste. Allowing Aussies to boycott English Breakfast Tea and sip something patriotic as they catch a few overs before work.
The tea was a hit, taking over national media, with even the ex-Australian cricket captain sharing it. All leading to the tea selling out in 40 minutes and subsequently increasing VB sales across the country as people got the taste for beer with their brekkie.