Victoria Bitter is launching a new beer this week with the release of Victoria Bitter Xtra, or VX, which will come in 250ml bottles with a six per cent ABV, compared to 4.9 per cent in classic VB.

While the new brew, which will be sold in four-packs of 250ml stubbies, uses the same ingredients and has the distinctive VB flavour, the brewer is keen to point out the classic VB will remain unchanged.

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 per cent 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.”

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.

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Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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