By Andrew Starke

Foster’s will test the water in the low-carb beer market with the launch of VB Raw later this month.

The ambitious brand extension will be made available from August 31 and rolled out nationwide over the first two weeks of September.

VB spokesperson Dan Holland told TheShout that the VB spin-off will be dry, low-carbohydrate malt beer aimed at the 20- to 30-year-old consumer.

“VB Raw will combine Australia’s biggest beer brand with a style of beer enjoyed by this group,” he said.

Foster’s is keeping the packaging and marketing of VB Raw under wraps until the launch.

While Holland conceded that an element of cannibalisation was inevitable with the launch of a brand extension, VB Raw will be positioned against other low-carb beers and imported European beers.

In particular, VB Raw will be hoping to dilute the market share of brands such as Tooheys Extra Dry, Hahn Super Dry, Carlton Dry and Pure Blonde.

The Shout Team

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

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