Adam Slater

Inspired by the English cricket team’s refusal to share a beer after a controversial loss: Victoria Bitter created England Bitter, a big warm beer for an even bigger bunch of bitter sooks. We changed the name of Australia’s most iconic beer for the sole reason of mocking the English, generated huge amounts of PR coverage, debate, and even more bitterness from the old enemy. We also sent a whole case of beer to the English team, so they could drown their sorrows with a beer that matched their mood.