A hard-earned thirst needs some big cold gear.

You can get it ridin’. You can get it slidin’. Now, with the launch of the first merch store in Victoria Bitter’s 164 year history, you can get it online.

From today, VB beanies, caps, tees, jumpers and merch featuring the brand’s iconic logos and campaigns are available at the Big Cold Store, a one-stop shop dedicated to big cold gear.

“For years people asked us where they can buy clothes and merch but in recent months the requests on social have really amped up,” Victoria Bitter Senior Marketing and Sponsorship Manager Hugh Jellie said.

“VB has a unique place in Aussie culture and is loved by people across the country.”

“But it’s clear that people who love VB have a hard-earned thirst for more than just the beer. They want to do more than drink their favourite beer brand, they want to wear it too, and from today they can.”

Until now, VB drinkers could only get their hands on limited merch from bottle shops and pubs, often missing out.

But Victoria Bitter’s new Big Cold Store has changed the game.

“There’s some classic sought-after pieces in there, so we need to flag that stocks are limited and although some lines will be replenished, some will not,” Hugh said.

“The Big Cold Store will work on a rotation of designs capturing the essence of the VB brand over its long history.”

The Big Cold Store is a nod to Victoria Bitter’s most impactful and significant ad campaigns and logos in the brands long history in Australia, showcasing favourite past-time campaigns in a suite of classic 100% Australian cotton heritage tees, posters, stickers, stubby coolers, caps, beanies and crew neck jumpers.

The Big Cold Store website is now live here and ships Australia-wide.