An iconic Australian beer can is about to hit the shelves after a 15-year absence. The Reschs Pilsner Silver Bullet cans are returning to bottle shops after a long-running campaign by the Reschs Appreciation Society.
A statement from Reschs producer Carlton & United Brewers (CUB) said the cans, named for their colouring, held a special spot in the drinkers of New South Wales before they were replaced by bottles around 2005.
But Reschs fans never forgot their beloved Silver Bullets. And now, more than a decade later, CUB is responding to their call and will start rolling them out again next week.
Reschs Appreciation Society members have endorsed the design, which includes the silver colouring and map of NSW found on the original. It also shouts out the society on the bottom of the carton with a message encouraging people to join the group.
Matt Henricks, who founded the society 10 years ago, said everyone who drank Reschs loved the Silver Bullet.
“It was absolutely iconic – part of not only Reschs history but New South Wales history too. Its return is better late than never and we think it’s a turning point for Reschs,” he said.
“We can’t wait to raise a Silver Bullet to say thanks to Carlton & United Breweries for listening to the Reschs Appreciation Society. We’re delighted that it’s back for a new generation to enjoy!”
The new 375ml cans will replace the 375ml glass bottles, though 750ml glass bottles will still be sold.
Reschs marketing manager Hugh Jellie said CUB stopped making the Silver Bullets 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,” Jellie said.
“They’ve got over 7000 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 society will hold a live-streamed event at the Imperial Hotel in Paddington to mark the Silver Bullet’s return on Saturday 15 August.
Henricks added: “We’re looking forward to launching the cans with the Reschs Appreciation Society properly when pubs are back in full swing.”
The Reschs Appreciation Society started as a Facebook page, but has graduated to having its own website.
According to the website, the society's goals are: “To get enough members that we can be a powerful force for good in the liquor industry; and to be a place where like-minded Reschs connoisseurs can publicise those pubs that still stock our beloved state drink.”
The society also sells numbered membership tags. The proceeds go to the Movember charity, and they are good for discounted Reschs at participating locations.