Beer brand Victoria Bitter (VB) is planning to raise at least $1 million for bushfire relief with the help of a fundraising drive involving more than 1000 pubs over Australia Day weekend.
Parent company Carlton and United (CUB) is donating up to two kegs to pubs as part of the nationwide fundraiser, This Round’s For Them, with the proceeds of all sales from the kegs to go to the Rotary Clubs of Australia Bushfire Disaster Fund.
CUB has already donated $250,000 to the cause and is hoping that more than $750,000 can be raised over the long weekend from January 24-27.
“VB is the national beer and this is a national crisis,” CUB chief executive Peter Filipovic said. “This Rounds for Them will be held at local pubs across the country because these pubs are at the heart of many communities.”
The beverage giant has already donated 80,000 cans of CUB drinking water to communities affected by the fires and has extended credit terms to bushfire-affected pubs, clubs and bottleshops.
Rotary Australia is helping victims and bushfire-affected communities with practical and emotional support in the aftermath of the fires.
“There is so much work to do for the medium term, once the immediate disaster relief has been implemented,” Rotary Australia district governor Philip Archer said. “Whether it is to rebuild fences, playgrounds and community centres, or provide the means for ongoing emotional support and mentorship.”
VB is also planning events in bushfire-affected communities when the fires have subsided to thank firefighters and volunteers for their efforts.
The beer brand has also expanded its merchandise ahead of Australia Day long weekend, through a partnership with Thongs Australia. VB Thongs feature the classic colours and logo of the popular beer and come with a 12-month guarantee of no blow-outs.