Victoria Bitter has released a hard twist on the beloved classic, launching Victoria Bitter Xtra (VX), with 6 per cent alcohol compared to the usual 4.9 per cent.
VX uses the same ingredients and retains the distinctive flavour beloved by Australians for generations. VB brand director Sarah Wilcox said the new beer had a bolder and more intense taste than classic VB.
“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. “The VX launch comes as VB enjoys a resurgence, after beer lovers reverted to trusted brands during COVID.
“Australians are increasingly moderating their alcohol consumption – with almost 30 per cent of Carlton & United Breweries’ beer sales now, 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.
"We didn’t want to mess too much with the iconic VB recipe for the new VX,” said Wilcox.
VX will feature a new red, white and black logo and the new slogan ‘For a Hard Earned Night’. It will be supported with TV, radio and online advertising that will keep the iconic Big Cold Beer anthem.
VX will be sold in four-packs of 250ml, which contain 1.2 standard drinks each and will be on sale at major bottle shops from this week and will retail for $16 (RRP) for a four pack.
