By James Atkinson

Victoria Bitter's new advertising campaign will premiere on television this Thursday as the brand seeks to wrest back the mantle of Australia's number one beer.

Carlton & United Breweries (CUB) general manager of Victoria Bitter, Richard Oppy, said the campaign – which celebrates the return of the brand's tag line 'for a hard earned thirst' – is the final step in taking Victoria Bitter back to its best, following a recent recipe change and branding overhaul.

"The feedback from drinkers about the return of Victoria Bitter to full flavour and full strength has been overwhelmingly positive and we think returning to the 'for a hard earned thirst' tagline will be just as well received," Oppy said.

"Victoria Bitter is once again the only beer for Aussie blokes who have worked hard and built up a hard earned thirst, whether it's on a work site or doing a bit of DIY on the weekend."

New Victoria Bitter advertisements – click play to watch

Created by Clemenger BBDO Melbourne, the new campaign consists of three spots, 'Hands', 'Shirt' and 'Sweat' that "champion Aussie blokes".

To provide a unique, close-up view of the men at work, tiny cameras were attached to everything from chainsaw blades to sledgehammers, ute trays and paint rollers.

The beer's heritage packaging has also been reinstated. 'Victoria Bitter' is back on the label, which also integrates the brand's 1854 establishment date and 4.9 per cent ABV message.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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