Victoria Bitter launches fragrance called Thirst

The brewers of Aussie icon Victoria Bitter have teamed up with perfumers to create a new scent. And no, it doesn’t smell like beer despite hops being on the ingredients list.

Exclusive: In the ultimate of COVID pivots, Victoria Bitter is launching its own fragrance and no, it doesn’t smell like beer despite hops being on the ingredients list.

Brewers from VB, one of Australia’s biggest-selling beers, have teamed up with Australian perfumers to create a scent with woody notes they called Thirst.

What started as an idea late last year has snowballed into a partnership that will see 15,000 perfumed units bottled into miniature Victoria Bitter stubbies and sold nationally.

VB’s new cologne launch. Picture: Daniel Soderstrom

“We linked our brewers up with perfumers from Chemist Warehouse, I’m not a chemist but it’s a big, bold scent that combines perfume oil with the essence of our Super Pride hops we use to make VB,” Victoria Bitter marketing director Hayden Turner said.

“I know at first it sounds odd but VB is one of those brands that people really love. VB has always been about hard work and working up a sweat, and now we can solve both your thirst and your odour.”

James Tedesco. of the Sydney Roosters, with the new VB fragrance, Thirst. Picture: Grant Trouville

“It enhances that perfect knock off moment — a spray of Thirst, followed by an ice cold VB with your mates. We wanted to honour that moment with a fragrance that every hardworking, VB-drinking, Aussie man would be proud to wear.”

At the moment, the fragrance is a one-off project but if sales go well VB may continue production.

Retired AFL star Jarryd Roughead says the fragrance smells good and is a bit of fun. Picture: Daniel Soderstrom

Sydney Roosters player James Tedesco said: “My first impressions are that it actually smells great. It’s a little bit different to what you might expect when you see it’s VB who is releasing the fragrance, but I like the packaging in a VB stubby – that’s a nice touch.”

The scent comes in a bottle shaped like a VB stubby.

“It’s a bit of fun, although there might be a few of the other Roosters boys that might wonder why they weren’t considered for the shoot!

“It’s a great concept and it’s a bit of fun. There’s a lot of people doing it all pretty tough at the moment, so we can all do with a bit of good fun news.”

St George-Illawarra’s Ben Hunt says the scent would make a great gift idea. Picture: Grant Trouville

Retired AFL star and Hawthorn’s four-time premiership player Jarryd Roughead added:“I like it. It’s not your typical beer smell – when you think it’s going to be on you. It’s very nice ... I can’t complain.”

“I think it’s a good thing for VB and a bit of fun right now.”

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Queensland Origin player and St George-Illawarra playmaker Ben Hunt said of Thirst: “(It’s) quite surprising actually, I didn’t really know what to expect.”

“It smells quite nice and I reckon you’d be quite happy to wear that around. It might even be replacing a few (fragrances) in the cupboard at home.

“I never thought in my career, I’d be modelling or be the face of a fragrance. I was surprised I got the call up, but I’m pretty excited about it.

“I think it’s a great idea by VB. Father’s Day is coming up, and the boys are always wondering what to get their old man for Father’s Day, so it’s a pretty good present as men do love their fragrance.”

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Originally published as Victoria Bitter launches fragrance called Thirst