By James Atkinson
Victoria Pale Lager has become a casualty of Carlton & United Breweries' renewed focus on its core Victoria Bitter product, the brewer has finally confirmed.
Vic Pale Lager was launched with much fanfare in November 2011 but was deemed surplus to requirements some time after SABMiller took the reins of the Foster's business last year.
However, CUB would not confirm the brand's exit until just last week.
"Since returning Victoria Bitter back to its best, the decision was made to focus the VB brand purely as the core brand and as a result we've deleted Victoria Pale Lager," a CUB spokeswoman told TheShout.
"While it's early days, we have been extremely pleased with the Vic Bitter results, returning to growth for the first time in a decade."
"We hope to continue this momentum with a huge program planned for the remainder of the year."
I’m a bit gutted, I really like the brew.
I think it was marketed wrong, I was reluctant to try it at first because it looked like vb.
So did everyone I know that tried it but liked it once they did.
It might have gained a bit more traction too if it was on tap in some of the pubs.
Victoria pale ale is much better than Victoria bitter very disappointed in CUB for axing this product