Product Innovation or diversification is not a new concept, it taps into the distinctive assets and love of a brand and at times Brand Extensions can have massive, unexpected impact with customers. Victoria Bitter or VB is synonyms with the Australian Cricket team.

In 2019 To coincide with the upcoming Ashes cricket series, VB paired English (tea) with its beer to create VB Tea a combination of a non-alcoholic Ceylon black tea and Super Pride hops, the hop variety that gives VB its characteristic bitterness.

The campaign called upon Australians who are planning on staying up late to watch Australia face the England in The Ashes in the UK, to make the switch from a cold beer to a hot cup of tea.

It picked Gold at the Mumbrella CommsCon Awards for the best B2C campaign. Though let’s forget that the Ashes result, where Australia won the series 2-1

https://www.youtube.com/watch?v=5aSREP3ehAs

In this episode Hugh Jellie, Marketing Manager - Carlton & United Breweries talks about how you combine a Beer & Tea together, the public reaction and how brands try to continually innovate through extensions