Victoria Bitter and TLA help Australians get straight from the worksite to the pub with Thirst. A Scent by VB.

VB Thirst Advertisement

Victoria Bitter and TLA have teamed up to officially release Thirst. A Scent by VB, in what is believed to be the world’s first fragrance released by a beer brand.

UPDATE: Chemist Warehouse has confirmed Thirst. A Scent by VB to be the fastest-selling fragrance in Australian history, selling over 25,000 units in 72 hours from its launch on Thursday 13 August. Due to the high demand Chemist Warehouse quickly sold out and started taking pre-orders for the next batch of stock, which is set to hit stores in early October.

On behalf of Carlton & United Breweries and VB, TLA has project-led the campaign from start to finish across ideation, product development, creative, content and digital production, PR and ambassador engagement of Australian comedian, Harley Breen.

To celebrate the ‘knock-off’ moment after a hard day at the worksite or the home office, VB has partnered with leading Australian perfumers to create a scent that mixes fine fragrance and the essence of VB’s very own Super Pride hops.


Alongside TLA, the campaign saw VB partner with leading perfume manufacturer Game On Product Group across product development, leading retail giant, Chemist Warehouse and the NRL, via digital, social communications and ambassador engagement of rugby league stars James Tedesco (Roosters), Ben Hunt (Dragons) and Wade Graham (Sharks).

On today’s release, Carlton & United Breweries (CUB) Head of Classic Brands, 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 knock-off drinks, even if that’s the bar at home for now.

“With everything that’s going on at the moment, we’re pleased to be able to find a creative way to offer hard-working Australians something that’ll hopefully give them a laugh while leaving them smelling great.

“It’s been great to see this product come together and to be able to work with our innovative partners including TLA, Chemist Warehouse, Game On, the NRL and PHD Media.”

TLA General Manager – Partnerships, Paul Malina said: “We have been delighted to bring our partners together to lead and deliver this campaign with VB and continue our relationship with CUB that has spanned ten years.

“The campaign had a touchpoint with all areas of our Events and Consultancy team across Partnerships, Creative, Content & Digital and Marketing & Communications. It was great to see the collaboration across a long-lead campaign that results in today’s release.

“We hope that all Australians will get around Thirst, and families will have now found the perfect gift for Dad in time for Father’s Day.”

Game On Product Group Managing Director, Elliot Rubenstein: “Game On are very excited to partner with an iconic brand like Victoria Bitter to deliver Thirst. A Scent by VB, a product for the hard-working Australian.

“We hope that this is the first of many innovative brand partnerships that TLA and Game On can deliver together.”

Thirst. A Scent by VB. is available in a limited quantity on Victoria Bitter’s merchandise store, as well as nation-wide at Chemist Warehouse outlets and their online store.


Photos: Dan Soderstrom

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