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Dry July signs up Australian Bitters

The Dry July Foundation has signed Australian Bitters as an official partner of this year’s event, which encourages Australians to give up alcohol for the month of July to support people affected by cancer.

The Dry July Foundation has signed Australian Bitters as an official partner of this year’s event, which encourages Australians to give up alcohol for the month of July to support people affected by cancer.

Traditionally, Aussies default to drinking Lemon Lime & Bitters when they want to have a drink that’s not a drink and what better than to pair Lemon & Lime with Australian Bitters, handcrafted in Sydney from a secret recipe of 25 ingredients including 20 different aromatics with a premium flavour and local credentials.

“Australian Bitters has received incredible support from Australian bartenders and now rivals Angostura, the international market leader,” says Sally Byrne, who heads up the brand’s Australian marketing strategy.

“Sharing a few drinks with your mates at the local is a part of our social fabric,” says Sally, and missing out on social activities is one of the biggest challenges to participants.

“Australian Bitters is privileged to support Dry July and is working with leading bartenders to create Dry July friendly venues across Sydney and Melbourne, replacing the cocktail with delicious and morish mocktails.

“There is no doubt that Australians are consuming less alcohol than any point in the last 50 years and consumption has changed with more of us trading quantity for quality.

“This is Dry July’s ninth campaign and funds raised will support more than 40 beneficiary cancer support organisations across Australia. The Australian Bitters Co team wholeheartedly supports this enormous effort,” says Sally.

Australian Bitters ambassador, Michael Chiem, renowned bar owner at PS40 and creator of an incredible range of bespoke craft sodas including smoky lemonade says Australian Bitters is created in perfect artisanal small batches using a time-honoured and closely guarded secret. “I am personally so proud to be working with them to bring awareness to Dry July and to using a product with such integrity to create innovative mocktails with a twist.”

The partnership will be supported by an outdoor advertising in Sydney and Melbourne and a national digital and social campaign.

About Australian Bitters Co.
Launched in 2013 after six years of development, Australian Bitters is hand-crafted in Seven Hills from a secret recipe of 25 mainly Australian ingredients, including 20 different aromatics. Its premium flavour and local credentials have seen it gain considerable support from the nation’s bartenders as a genuine alternative to the market-leading international bitters, Angostura.

The Australian Bitters range is sold and distributed in Australia exclusively by Coca-Cola Amatil and includes the original Aromatic Bitters, as well as three newly-released flavours (Orange, Grapefruit and Barrel Spice), all available to consumers as well as trade, on shelves in Coles Liquor Group stores, including all First Choice and Vintage Cellars and selected Liquorland stores.

About Dry July Dry July is the fundraiser that challenges you to go booze-free for the month to support people affected by cancer.

When you’re diagnosed with cancer it’s hard to think about anything other than treating the cancer. Dry July raises money to ease that burden, reduce stress and add a bit of comfort for those affected by cancer.

We help to provide things that may not be front-of-mind after a cancer diagnosis; getting to and from an appointment, somewhere to stay near the hospital, Wi-Fi access and mobile phone chargers. We aim to make cancer patients more comfortable and help with the side effects of treatment through services such as complementary therapies, wig libraries and massages, and by providing comfortable and inviting spaces for them to enjoy while undergoing treatment.

In the eight Dry July campaigns to date, more than 110,000 participants have gone booze-free and collectively raised over $24million AUD, helping us support more than 50 different cancer services across Australia and New Zealand.