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Victoria Bitter and Clemenger BBDO are calling on cricket fans to put down the English Breakfast and brew a quintessentially Aussie cuppa with the launch of the brand’s latest product innovation, VB Tea.

The limited-edition tea has been developed using the brand’s iconic Super Pride Hops and premium black tea leaves.

Launching today on Victoria Bitter’s merchandise store, the product will be supported by social comms, PR and influencer engagement. So, whilst fans are in their jammies giving it to the Barmy Army, VB Tea will help them tackle the late nights and early mornings, ensuring they don’t miss a wicket.

Says Chris Maxwell, marketing director, Victoria Bitter: “We know how much Australians love cricket, and the long hours and sleepless nights they put themselves through whenever there’s a series in the UK.

“So, we wanted to reward their hard work in supporting Australia by creating the perfect alternative to English Breakfast to sip on, as we go to battle with the Poms in what’s sure to be a hard-fought series. After all, there’s no time to snooze – especially if the Poms are losing.”

Says Evan Roberts, executive creative director, Clemenger BBDO: “Staying up into the wee hours to support the team, then going to work a few hours later is hard work. Now fans can knock off with a nice hot cuppa based on a big cold beer.”