Ashes fans enjoy the sweet smell of success

National tourism body VisitEngland has launched its own unique scent to showcase the best of England during The Ashes as part of its Enjoy Every Minute; Enjoy England campaign.

By George! features a symphony of the nation’s most evocative smells in an eminently wearable fragrance. The eclectic blend opens with a refreshing cup of camomile tea. The heart of the fragrance takes a journey through an English seaside garden with salty sea air notes mingling with damp earth, garden mint, carrots and beetroots and freshly cut grass. Woodland mosses and freshly cut flower stems of the compost heap sit alongside the sensual wafts of evening jasmine, whilst subtle exhaust fumes of the lawnmower break through the idyll.

Cricket fans will have the first opportunity to sample By George! at the second Ashes test at Lord’s on 16 July. Spectators are invited to literally bask in the sweet smell of England’s glory in the hope this will translate to the cricket field.

Amanda Smyth, spokesperson for VisitEngland, said: “Enjoy Every Minute; Enjoy England is a celebration of all that’s uniquely English. We have explored the power of smell because of its heavy emotional weighting and its unique ability to evoke positive memories.

“Our perfumier has been able to capture the essence of England in a bottle. We hope the scent will encourage people to literally wake up and smell the roses and take the time to rediscover all of our wonderful regions and attractions in England this summer - whether it’s during a lunchtime, a weekend or short trip away.

“The Aussies can keep their outback and their barbies - for sheer diversity of things to see and do, you can’t beat England. Our green and pleasant land leaves the Aussies stumped any day of the week.”

Psychologist Dr Nick Baylis added: “Smell, more so than any of our physical senses, has the ability to arouse the most fundamental areas of our brain. Scents from places we’ve visited have the potential to evoke vivid thoughts and emotions.”

By George! will also be sent by VisitEngland to foreign guests and dignitaries as a souvenir of their stay, with Australia cricket captain Ricky Ponting amongst the recipients. Samples will be available to the public via enjoyengland.com for a limited period.

For 1000s of special offers on things to do around England to enjoy every minute this summer and school holidays, also see enjoyengland.com.