VB Prints Laws of Cricket on Beer Cans Ahead of The Ashes

In an homage to the infamous 2023 Ashes series, Victoria Bitter has printed the Laws of Cricket on its cans ahead of the 2025-26 series in Australia this summer.

Tensions rose between the long-term test rivals the last time they faced off for the Ashes, when English batsman Jonny Bairstow was controversially given out at Lord's in July 2023.

But if England can forget one rule, they can forget them all. So, to prevent any further mix-ups, VB has also partnered with Liquorland to print 'VB’s Laws Of Cricket’ on their iconic cans.

The tongue-in-cheek campaign from Droga5 features former Australian bowler Merv Hughes reminding English fans about the "oldest rule in the book" ahead of their tour down under.

The campaign kicked off with a helpful full-page reminder in London’s Daily Mirror, ensuring the English will be refreshed on the stumping rule throughout their tour, with cheeky OOH greeting them at the airport, as well as ongoing activity near cricket venues.

Apart from appearing in the hero film, Merv has also appeared on morning TV, The Grade Cricketer podcast, while also handing out cans to the English Barmy Army -- ensuring they have VB’s laws of cricket close at hand all summer.

Victoria Bitter marketing manager Tessa Whittaker said the brand has a long history of  “championing sportsmanship and Aussie values".

"When the poms kicked up a fuss in 2023, we went into bat by creating England Bitter," Tessa said.

"This time around, we’re getting ahead of the game and preventing any further rule-related blunders, by turning our iconic cans into an educational resource for visiting cricketers and fans.”

Droga5 ANZ creative director Adam Slater acknowledged it's "tough" being an English cricketer in Australia.

"Not only do you endure the hot Australian sun and beer that’s served well below room temperature -- you’re also somehow expected to remember all the rules of that game you invented," Adam said.

"We’ve loved working with VB to make life a little bit easier for our dear old English rivals, while keeping the brand front and centre all summer.”

The campaign will be live on social, OOH and screens during the cricket, with the cans available only at Liquorland from November 5th while stocks last.