Victoria Bitter partners with Tradie to bring VB to the work site

Introducing a 13-piece workwear range to reward hard working Aussies!

Victoria Bitter in partnership with Tradie has launched a new workwear line designed to celebrate the return to the worksite in 2023 and reward those getting the job done. The collaboration between two brands beloved by Aussies has delivered a 13-piece tradie range including t-shirts, hoodies, jocks and the unmissable Ripstop pants and shorts. No longer restricted to tools down, hardworking Australians can now show off their love for VB onsite from sunrise right through to knock-off. The range launched in January in Big W and Mitre 10 stores, marking the first-time the hardware store has teamed up with a national beer brand. VB Marketing Manager, Marc Lord said, “VB’s foray into workwear is a natural fit for the brand which, for generations, has been intrinsically linked to rewarding hard-working tradies in Australia.

“The partnership has been seamless from conception through to production, and we can’t wait to catch-up with our mates at Tradie and toast the new workwear partnership with a hard-earned beer.”

Tradie Chief Executive Officer, Ben Goodfellow said, “It’s been exciting working on one of the ‘Aussiest’ collabs ever to bring Tradie tough workwear to VB’s famed consumer base. “Light weight and made with Ripstop technology, the workwear pants can handle anything you throw at it making it certain to be a favourite onsite for years to come.”

The VB x TRADIE workwear range is available in-store, starting at just $17.00, and includes the perfect fit for any tradie looking to freshen up their wardrobe for the return to work this summer.

This latest collaboration from Victoria Bitter follows successful pairings with Volley, Rolla’s, Mr Simple, Budgy Smuggler and Culture Kings in recent years. However, VB’s resurgence through brand extensions has not been limited to youth fashion. ‘VB Thirst’ launched via Chemist Warehouse in 2020 was the fastest selling fragrance in Australian history and led to the release of ‘VB For Men’ last year, a comprehensive men’s grooming range perfect for the hard-working Aussie male.

Carlton & United Breweries is a proud part of the Asahi Beverages family. Carlton & United Breweries brews Australia’s most iconic and loved beers, including Victoria Bitter, Carl- ton Draught, Great Northern, Pure Blonde, Carlton Dry, Melbourne Bitter, Crown Lager, Cascade Premium Light and Matilda Bay.

The stable of brands includes global premium brands such as Corona, Budweiser, and Hoegaarden along with their most recent additions: leading craft brands 4 Pines, Pirate Life and Balter. They are also leaders in innovation, with their diverse range including the non-alcoholic Carlton Zero, aluminium-only wine company Riot Wine Co. and Lexington Hill Cocktail Club. The company can trace their origins to the mid-nineteenth century when they first brewed Victoria Bitter and even earlier to the Cascade Brewery, which was established in 1824 and commenced brewing in Tasmania in 1832.

They employ more than 1,700 people at their six Australian breweries and various offices around Australia.