Fresh from Monday’s news that Australia’s greatest right-arm leg break bowler and womaniser, Shane Warne, had released his own men’s fragrance comes news of a fresh new scent from one of Australia’s most headache-inducing beers, Victoria Bitter.
That’s right, Australia’s second biggest selling beer brand, the venerable VB, has distilled its working-class ethos into a new eau de toilette.
So, if drinking 20 schooners of the stuff doesn’t land you a lady (or, chap, in these enlightened times), maybe this new pong will.
Apprently, VB’s brewers, Carlton & United, worked with “leading Australian perfumers” to launch the scent its named Thirst: A Scent by VB.
According to the tasting notes, Thirst is a fragrance that “celebrates that satisfying moment of knock off”. The new scent opens with a refreshing combination of bitter citrus and icy aromas, before finishing with the bold freshness and energy of sweet hoppy accents.
Just in time for Father’s Day, Thirst is exclusive to Chemist Warehouse and retails for $24.95 for 75mls and comes packaged in its very only little stubbie bottle.
At the moment, the fragrance is a one-off project limited to (an arguably optimistic) 15,000 units but if sales go well VB may continue production.
It even comes with its own TVC via creative agency TLA and stars comic, former 2DayFM breakfast host and VB ambassador, Harley Green. Check out the TVC below:
Commenting on the new fragrance, Victoria Bitter marketing director, Hayden Turner said: “We love hard work, but let’s be honest, no one wants to be the person who brings the smell of the worksite to the pub, which is why we created Thirst,
“It enhances that perfect knock off moment – a spray of Thirst, followed by an ice-cold VB at the pub with your mates. We wanted to honour that moment with a fragrance that every hard-working, VB drinking, Aussie man would be proud to wear,” Turner surmised.
Client: Carlton & United Breweries
Classic Brands Director: Hayden Turner
Senior Lead – Victoria Bitter: Hugh Jellie
Assistant Brand Manager – Victoria Bitter: Emma Turner
Creative, Production and PR: TLA
Manufacturer: Game On Product Group
Social Comms: CUBHOUSE
DOP: TLA / Zain Khan
Director: TLA / Jack Ryan
Media: Game On / Chemist Warehouse, NRL, PHD Media
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