CUB draws VB brand extension from history nichola patterson
For the first time in over 100 years a line extension has been launched for the beer icon Victoria Bitter.
To celebrate the 150th anniversary of the Victoria Brewery, and as part of its strategy to capture a wider segment of the market, Carlton and United Beverages has released the new beer, Victoria Bitter Original Ale.
The beer will initially be released only in selected bars and pubs and will rely on point of sale, word of mouth and PR to gain momentum.
CUB director consumer and customer solutions, Steve Arthurson, is hoping the new brew will delight not only regular VB drinkers but also introduce non-VB drinkers to the brand.
“The recently launched VB advertising campaign is only the first step in the evolution of VB and maintaining its position as Australia’s favourite beer,” Arthurson said.
The beer’s packaging is completely different to the familiar green VB branding. CUB has resurrected the bottle and label from the time of Original Ale’s first release in 1894 and the recipe for the new beer is also based closely on the original recipe.
CUB is hoping the beer will appeal to more adventurous beer drinkers, interested in brews with a history.
“It’s not as complex as Matilda Bay or as heavy as a Newcastle Brown Ale. It’s an easy drinking ale without bitterness that will appeal to a broad range of consumers, especially with the cooler weather coming,” Arthurson said.
