Victoria Bitter asks Australians to swap solar power for beer

Paige Murphy
By Paige Murphy | 8 April 2021

Victoria Bitter and Clemenger BBDO Melbourne have launched the VB Solar Exchange – a new program that enables beer lovers to trade their excess solar energy for slabs of Victoria Bitter.

The Solar Exchange program allows participants to exchange credit on their power bill – obtained from generating excess solar at home – for VB.

Every $30 worth of credit can be exchanged for a slab, which is then delivered straight to a participant's door.

“I couldn’t be more proud to see one of Australia’s most iconic brands leading the way and showing the rest of the world an innovative economic model between brands and consumers," Clemenger BBDO Melbourne executive creative director Jim Curtis says.

The campaign has rolled out nationally with a TVC, animation that explains the program, social, digital, a national PR campaign, and dynamic OOH that displays how much beer Australians could be earning based on the weather in each state.

“The VB Solar Exchange gives the term ‘people power’ a whole new meaning," Clemenger BBDO Melbourne senior creatives Dal Evans de Almeida and Michael Hughes say.

"We are very happy to see it go live.”

The launch of the program follows Asahi Beverages’ acquisition of Carlton & United Breweries last year.

The program is part of Asahi’s ambitious sustainability agenda, which includes a goal to be powered entirely by 100% renewable energy by 2025.

In 2018 CUB adopted renewable energy as the way forward with the signing of a 12-year Power Purchase Agreement for 74,000 MWh per year of renewable energy from the giant solar farm outside Mildura.

Solar Exchange has been developed in partnership with the 5-star rated energy retailer Diamond Energy, and Power Ledger, a blockchain-powered software platform that facilitates the Solar Exchange.

VB will receive the solar credits it obtains under the exchange from Diamond Energy and re-invest them back into the program or towards the business’ broader sustainability goals.

Customers who sign-up to the program can track how much beer they’ve earned based on how many solar energy credits they have exchanged with VB, with slabs being delivered each quarter.

“Last year we put the Australian sun to work and started brewing VB with 100% offset solar energy," Victoria Bitter general manager marketing Brian Phan says.

"Now we’ve launched this program to thank those who have made the effort to go solar with some hard-earned VB.

“The only thing better than drinking the Big Cold Beer in the Aussie sun is earning beer while you do it. Plus, it’s a real win-win for beer lovers and the environment.

“There are currently limited spots available. While we want to have more people exchanging solar credit for beer down the track, for now any beer lover who wants to participate should sign-up quickly at”


Client: Carlton & United Breweries
General Manager, Marketing: Brian Phan
Head of Classic Brands - CUB: Hayden Turner
Marketing Manager - Victoria Bitter: Marc Lord
Graduate Management Trainee - Victoria Bitter: Elannah Young

Creative: Clemenger BBDO Melbourne

Media: PHD

Social: CUBHouse

PR: Clemenger PR & Multiplier Media

Betty Wants In – Production
Dom Meehan – Director
Joel Egan – Cinematographer
Drew Dunlop – Executive Producer 
Ally Curtis – Producer
Martin Greer – Colourist
Eugene Richards – Online Editor 

SqueakE Clean – Sound House
Dee Gjested – Sound Engineer
Alice Vanderway - Producer

Flutter – Animation & Illustration
Stephen Elliget – Animation Director
Li Liang Johnson – Executive Producer
Ben Sanders – Illustrator

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus