Australia’s most iconic beer, Victoria Bitter, is today making one of its biggest announcements of the past century with a new twist on the beloved classic.

Victoria Bitter Xtra – or VX – goes on sale this week, comes in 250ml bottles and has 6% alcohol compared to 4.9% in classic VB. VX will be sold in four-packs of 250ml stubbies, which contain 1.2 standard drinks each. Our classic VB will be unchanged.

VX uses the same ingredients and retains the distinctive flavour beloved by Australians for generations. This new beer has a bolder and more intense taste than classic VB.

Victoria Bitter was first launched by Thomas Aitken at the Victoria Brewery in East Melbourne in 1854.

Brand Director Sarah Wilcox said:

“The VX launch comes as VB enjoys a resurgence, after beer lovers reverted to trusted brands during COVID.”

“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 is 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 that will keep the iconic Big Cold Beer anthem.

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

Victoria Bitter is a proud part of the Asahi Beverages family. 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.

For more information contact HeadlinePR:
Simon Pristel 0412 393 433
Lisa Gilbert 0412 822 673

The Shout Team

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

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