Victoria Bitter Stumps England: A ‘Bitter’ Beer for the Ashes
In a gesture that blends sport with marketing, the Asahi-owned brewery, Victoria Bitter, has sent a special edition ‘English Bitter’ directly to the England cricket team, amidst the ongoing Ashes’ stumping debate.
The contention arose from a stumping incident involving the English cricketer Jonny Bairstow during the second Ashes test this summer. It remained unclear whether the ball was in play or not at the end of an over, leading to a worldwide argument about whether the ruling adhered to the “spirit of the game”.
Australia, along with its national press, has voiced significant dissatisfaction, with this incident adding fuel to the fire of past controversies where the England team seemed to profit from questionable decisions. This has sparked the creation and sharing of various mocking images and memes depicting England’s cricketers as crying infants.
Victoria Bitter indicates that the dispatched beer is a “new Big Warm Beer for our old English adversaries“. Australian fans can also acquire ‘English Bitter’ t-shirts at Headingley during the ongoing third Ashes test.
An accompanying note with the beers cheekily states: “You can get it not guarding your wickets, you can get it disregarding the umpires – Victoria Bitter for the English.”
This move follows the declaration by England’s head coach, the New Zealander Brendon McCullum – famed for his ‘Bazball’ aggressive batting technique – that he was so disappointed with the Australian team’s decision not to overturn the Bairstow stumping, he opted not to partake in the customary beer-sharing with the Australian team post-test.
“We are aware the English are bitter about the Lord’s Test,” VB’s marketing manager Marc Lord said in response to the effort, “but when they’re feeling less bitter we’ve got a beer for them… our brand new England Bitter.” We’re sending the English Cricket Team some England Bitter to help them relax after their big win. We raise a glass to the Australian squad as a whole for a historic win in the second test and wish them well for the rest of the series.
In alignment with this campaign, the brand has even re-composed its well-known jingle to incorporate the ‘English Bitter’ tagline:
You can get it being stumped,
You can get it arguing with the umpires,
You can get it giving away your wicket,
You can get it pleading the spirit of cricket.
You get it if you’re Ben Stokes. You can get it if you’re the coach.
Sure, our beer might be bitter. But our cricket team isn’t.
So, England, we’ve brewed a beer just for you.
For when you change your tune.
And that beer is England. England Bitter.
