The Dry July Foundation has signed Australian Bitters as an official partner of this year’s campaign, which encourages Australians to give up alcohol for the month of July to support people affected by cancer.
Traditionally, Aussies default to drinking lemon lime and bitters when they want to have a drink that’s not a ‘drink’ and what better than to pair lemon and lime with Australian Bitters, handcrafted in Sydney from a secret recipe of 25 ingredients including 20 different aromatics with a premium flavour and local credentials.
“Australian Bitters has received incredible support from Australian bartenders and now rivals Angostura, the international market leader,” said Sally Byrne, who heads up the brand’s Australian marketing strategy.
“Sharing a few drinks with your mates at the local is a part of our social fabric,” said Sally, and missing out on social activities is one of the biggest challenges to participants.
“Australian Bitters is privileged to support Dry July and is working with leading bartenders to create Dry July friendly venues across Sydney and Melbourne, replacing the cocktail with delicious and morish mocktails.
“There is no doubt that Australians are consuming less alcohol than any point in the last 50 years and consumption has changed with more of us trading quantity for quality.
“This is Dry July’s ninth campaign and funds raised will support more than 40 beneficiary cancer support organisations across Australia. The Australian Bitters Co team wholeheartedly supports this enormous effort,” said Sally.
Australian Bitters ambassador, Michael Chiem, renowned bar owner at PS40 and creator of an incredible range of bespoke craft sodas including smoky lemonade said Australian Bitters is created in perfect artisanal small batches using a time-honoured and closely guarded secret. “I am personally so proud to be working with them to bring awareness to Dry July and to using a product with such integrity to create innovative mocktails with a twist.”
The partnership will be supported by an outdoor advertising in Sydney and Melbourne and a national digital and social campaign.