Victoria Bitter goes extra

Victoria Bitter Xtra will go on sale this week.

VX - the new iteration of the iconic brand - is 6 per cent ABV and is sold in 250mL bottles containing 1.2 standard drinks each.

The VX launch comes as VB enjoys a resurgence, after beer lovers reverted to trusted brands during COVID. Victoria Bitter was first launched by Thomas Aitken at the Victoria Brewery in East Melbourne in 1854. The new beer has a bolder and more intense taste than the classic VB but is made with the same ingredients.

Brand Director Sarah Wilcox said that almost 30 per cent of Carlton & United Breweries beer sales are attributed to 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," said Wilcox.

VX will feature a new red, white and black logo and the new slogan ‘For a Hard Earned Night’ and will be sold in four packs.

It will be supported with TV, radio and online advertising that will keep the iconic Big Cold Beer anthem.

“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,” said Wilcox.