Fans can relax, it turns out yesterday’s mysterious announcement that CUB was changing Victoria Bitter for the better was about solar power, not the VB recipe.
In 2020, VB will be brewed with 100% offset solar electricity.
The iconic beer’s shift to solar electricity will be powered by solar generated from the Karadoc Solar Farm under a 12-year Power Purchase Agreement (PPA). The Karadoc Solar Farm is one of Victoria’s largest solar farms.
The renewable electricity will power the brewing of more than a hundred million litres of Victoria Bitter.
Solar panels are also being installed on top of its breweries at the iconic Abbotsford Brewery in Melbourne and Queensland’s Yatala Brewery.
Victoria Bitter Marketing Director Chris Maxwell said: “Australia’s most iconic beer will soon be one of the most sustainable too. For over 165 years we’ve been satisfying the hard earned thirsts of hard-working Australians who have had the sun beating down on their backs. Now we’re going to get the sun working for us. As a brand that is manufactured in Australia, we need to do our bit for the environment to ensure we can continue brewing for centuries to come.
“In the last year we have removed all plastic from our can packaging and we are proud that the iconic stubby uses less glass than any other similar sized beer due to its efficient design. This means less energy required to produce, and distribute to all corners of the country.
“We ruffled a few feathers with our statement claiming that Victoria Bitter is changing, but it’s all for the better – we’re not changing anything about the beer itself. The taste, the alcohol content, the ingredients and the way we brew will all remain the same. We’re simply enlisting the Australian sun to help make our VB . So, the next time the sun is making you hot, just remember it’ll also be making you a cold one.”
Among the comments on Victoria Bitter’s Facebook page yesterday that feared a VB recipe change was in the offing:
“I’m as nervous as a goose in a doona factory on this one boys and girls.”
“I’m more scared than Clive Palmer’s belt buckle …”
“Leave it alone don’t change it . I’ve been drinking it for 45 yrs. It’s the best beer around.”
“Only thing that needs to change is the price the rest of it is perfect.”
Victoria Bitter has released a new television commercial to help promote the solar initiative in time for the footy finals. The transition to being brewed with 100% offset solar electricity will be complete in 2020.
Watch the ad below:
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