England Bitter

Australia’s most iconic beer, Victoria Bitter (or VB for short), responded to one of the most controversial moments in Ashes History by brewing “England Bitter”: a special beer for a bitter English Cricket team. With no sponsorship rights or media money invested in the 2023 Ashes, VB owned the conversation. The PR response stunt gave VB the most earned media in the brands 170-year history, in just 72 hours.