VB unveils new beer

Victoria Bitter has launched Victoria Bitter Xtra (or VX), promoted as a new twist on the brand’s “beloved classic”.

Hitting shelves this week, VX has 6% alcohol compared to 4.9% in a classic VB. The beer will be sold in four-packs of 250ml stubbies, which contain 1.2 standard drinks each.

VX uses the same ingredients and retains the “distinctive flavour beloved by Australians for generations”. This new beer, however, is said to have a “bolder and more intense taste”.

“The VX launch comes as VB enjoys a resurgence, after beer lovers reverted to trusted brands during Covid,” says VB Brand Director Sarah Wilcox.

“We’ve launched VX to give beer lovers a slightly bolder and more intense version of the great VB taste they’ve enjoyed for generations. It’s brewed to be enjoyed with mates and to offer more choices of great-tasting beer for various occasions.”

VX will feature a new red, white and black logo and the new slogan ‘For a Hard Earned Night’. It will be supported with TV, radio and online advertising.

“Australians are increasingly moderating their alcohol consumption – with almost 30% of Carlton & United Breweries’ beer sales now, zero, low and mid-strength beers,” says Ms Wilcox.

“However, higher-alcohol beers are increasingly popular in the craft segment, and we think there’s a market among traditional beer lovers who also want bolder and more intense flavours. It’s all about choice.

“We didn’t want to mess too much with the iconic VB recipe for the new VX. Beer lovers with long memories will remember we did that once before and we definitely won’t be rushing to do it again! This time we are listening to our consumers and giving them what they want.”

VX will be on sale at major bottle shops from this week and will retail for $16 (RRP) for a four pack and around $60 (RRP) for a slab of stubbies.

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