By Andrew Starke

Fosters will launch a new advertising campaign for Victoria Bitter during tonight’s (Jul 8) first Ashes Test – a two minute commercial thought to have cost over $2 million dollars to produce.

The brand makeover will see VB depart from the iconic tagline ‘for a hard-earned thirst’ and it will now be known as ‘the drinking beer’.

The ‘VB Regulars’ ad, which was filmed in Ballarat, will feature celebrity cameos from, amongst others, the Australian cricket team.

VB group marketing manager, Paul Donaldson said the beer remained great value, retaining its wholesale price unchanged on stubbies and cans despite Federal Government excise increases and rising input costs.

“With bi-annual CPI-indexed excise increases applying from August 1 and in the face of rising input costs including malt and hops, VB will hold its wholesale price in stubbies and cans, through tough economic times,” he said.

“VB will reduce alcohol-by-volume from 4.8 to 4.6 per cent from August to fund this, bringing it in line with most Australian mainstream beers.”

Donaldson added that it was a tribute to the VB brands longevity that it was being backed by one of Australia’s biggest ever beer ads.

The Shout Team

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

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