Hot on the tail of last week’s announcement that they will be lowering the alcohol content of Victoria Bitter, Fosters have taken another stab at their iconic beer, launching a new campaign that abandons the 40-year-old slogan “hard earned thirst” and throws up a new one: “the drinking beer” — ’cause, you know, you don’t normally drink beer.

The first advertisement with the slogan will debut during the first break of the Ashes, featuring a cast of famous Aussie blokes and a thousand Ballarat locals.