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By James Atkinson

XXXX Gold is now Australia's best-selling beer, overtaking Victoria Bitter after more than two decades of domination.

The news comes just two months after Lion CEO Rob Murray predicted XXXX Gold would be number one within a year.

In April 2011 VB held 13.7 per cent volume share and XXXX Gold had 11.7 per cent.

Just one year on and in April 2012 VB had dropped to 12.3 per cent, while XXXX Gold took the lead with 12.4 per cent.

First brewed in Queensland in 1991, XXXX Gold pioneered the mid-strength beer market, quickly becoming Queensland's number one beer brand.

Lion attributes the brand's success to Australians' desire for a full-flavoured beer that is better suited to the Australian climate and to the challenges of modern life than traditional full-strength beers.

Lion marketing director Matt Tapper said the company has even bigger aspirations for the brand, "one of which is opening XXXX Island, the ultimate destination for mates' trips away, to our drinkers in October".

According to Nielsen data, XXXX Gold outsold VB nationally for each of the last three months (February, March and April 2012) as well as for the 12 months ending 30 April 2012.

The Shout Team

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

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  1. I guess it was inevitable. Those bright yellow advertising signs appearing at more pubs across town must be having an impact on punter’s drinking habits, including mine.

  2. Spent 10 hard years with Lion Nathan in Victoria with some magnificent people.Congratulations to you all, the (me too) green machine is no longer.

  3. It still doesn’t sell well in Sydney or Melbourne. A big fail on tap in Sydney! QLD & NT must account for the majority of the sales.

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