Supporters’ campaign revives a canned Australian beer

Australia’s Carlton & United Breweries (CUB) is reviving Reschs Pilsener in ‘Silver Bullet’ cans after a long-running online campaign by supporters of the canned beer.

CUB has listened to the supporters, known as the Reschs Appreciation Society, and brought back the Reschs Silver Bullet cans, which were replaced with bottles in 2005.

The 375ml cans of Reschs Pilsener will replace 375ml glass bottles, although 750ml glass bottles will still be sold and Reschs Draught will be available in selected pubs in New South Wales (NSW).

Although better known in NSW, the beer is actually produced at CUB’s Yatala brewery in Queensland. Orora, which also has a canmaking plant in Yatala, is the likely supplier of the cans.

“It’s a big deal in a couple of major ways,” Matt Henricks, who founded the Reschs Appreciation Society in 2010, told Australian publication Brews News. “First of all, we all call the current stubbies the Silver Bullet anyways, that’s how iconic the cans were originally.”

Hugh Jellie, marketing manager at Reschs, explained the change of heart: “We stopped making Silver Bullets 15 years ago because sales were down.

“But the Society’s passion has helped us realise this was a mistake. They’re a great bunch of men and women who love bonding over good beer and we love to support them.

“They’ve got over 7,000 members and it’s growing every week. With their support, a cracking design and delicious beer, the new Silver Bullet could be a big success. And we’re hoping it will kick-start a Reschs renaissance across NSW and beyond.”

The brewer, which is based in Melbourne and has five breweries and offices in Australia, was acquired last month (June) by Japan’s Asahi Group Holdings from Anheuser-Busch InBev (A-B InBev) for A$16 billion (US$11bn). As well as Reschs Pilsener, it owns brands such as Foster’s, Victoria Bitter and Carlton Draught.

“We stopped making Silver Bullets 15 years ago because sales were down. But the Society’s passion has helped us realise this was a mistake. They’re a great bunch of men and women who love bonding over good beer and we love to support them.