Fiji Bitter unveiled its new limited edition cans recently at the Fiji Brewery, marking the launch of the much-anticipated 2024-2025 Fiji Bitter 7s series, set to commence later this October.
The limited edition 300ml cans showcase a striking design that fuses Fijian heritage with sporting culture.
Featuring a map of Fiji with clearly marked provinces, the design incorporates iconic elements such as the Fiji flag, a Drua motif, and the silhouette of a rugby player in action.
Mike Spencer, Paradise Beverages’ General Manager, expressed his enthusiasm for the release.
“Fiji Bitter has always been more than just a beer; it’s a brand that unites communities. The limited edition design encapsulates the essence of who we are as a nation – our islands, our people, and our cherished sport of rugby.
“We are thrilled to offer this as part of our ongoing support for grassroots rugby, which has been at the heart of Fiji Bitter for the past 48 years,“ he added.
Fiji Bitter’s continued investment in Fijian rugby is underscored by a recent two-year sponsorship agreement with Fiji Rugby Union, aimed at nurturing grassroots talent while also extending support to the professional Fijian Gold brand.
Alfaio Tekavei, Sponsorship and Event Specialist at Paradise Beverages, highlighted the significance of developing grassroots talent in rugby.
“Our hope is that the series will elevate the organisational tournaments to a level where grassroots teams can compete in high-level rugby in their own regions, minimizing the need for travel abroad. This, in turn, will enhance their skills as rugby players.
“We are providing grassroots players the opportunity to compete against top-level rugby talent, with the aspiration that they may one day don the white jersey,” he stated.
In line with its commitment to sustainability, Fiji Bitter encourages customers to return their bottles to collectors. The 7s series will also integrate sustainability initiatives, reinforcing the brand’s dedication to giving back to the communities that have supported them for decades.
The 2024-2025 Fiji Bitter 7s series promises an exhilarating season of rugby, featuring 12 tournaments across six legs played throughout the nation.