A return to full strength and a multi-million dollar investment in Victoria Bitter has cured the beer brand’s hangover as sales rise for the first time in a decade.
Sales for Victoria Bitter grew by 2% in the December quarter, putting an end to ten years of steady 10% declines.
In September last year, Carlton United Breweries announced it would pour more than $10m into the ailing beer.
The investment brought VB back to full strength at 4.9% and rushed in a revamped marketing campaign.
The tagline ‘the drinking beer’ was ditched in favour of its popular ‘for a hard earned thirst’ line and a the advertising campaign was kicked off with an apology letter.
Richard Oppy, general manager of marketing for VB, said to B&T at the time that VB fans “didn’t like it when we tinkered with their brew”.
Since the change came into effect in October last year, 20.9 million more VB stubbies were sold in the next three months compared to the same period in 2011.
However, VB still has a long way to go before it can claim back the mantle as Australia’s top-selling beer.
VB dominated the title for 19 years but was knocked off the pedestal by competitor XXXX Gold.