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We heard you… we’re fixing it - Victoria Bitter will return to its best

4 September 2012

Carlton & United Breweries (CUB) confirms that Australia’s most iconic beer, Victoria Bitter will return to its original full strength and full flavour from October.

Changes to the packaging, marketing and recipe, with a resultant change in alcohol strength of Victoria Bitter are amongst a raft of changes intended to restore Australia’s most iconic beer “back to its best”.

CUB’s Chief Marketing Officer Andy Gibson says that today’s announcement is a victory for the beer drinkers of Australia.

“The Vic Bitter drinkers have spoken and told us that we should not have tinkered with their beer”, Gibson said.

“So we have listened and during the course of October Victoria Bitter will be returning to its best, in fact we reckon it will be better than ever.”

In a first for the brewer, CUB Chief Executive Ari Mervis has penned a full page “We heard you…we’re fixing it” letter to the beer drinkers of Australia, stating that we “had got it wrong” with changes to the brew over the past few years.

The new Victoria Bitter will begin to roll out to pubs, bars and bottle shops nationally over the course of October. The wholesale price of Vic Bitter will not change.

Victoria Bitter will be:

  •  Returning to full flavour, full strength at 4.9%;
  •  Bringing back the unmistakeable packaging, including reinstating  the “Victoria Bitter” name on labels and cans, and
  •  Restoring the tagline "For the hard earned thirst"

For further information, images or interview requests please contact:

Jennifer Howard – CUB Corporate Communications  / 0417 306 781

Charmaine Glase – Liquid Ideas for Victoria Bitter  / 0419 840 464


For almost a century Victoria Bitter was brewed with a recipe that resulted in a full flavoured beer and alcohol strength of 4.9 per cent. In 2007 the recipe was altered and the alcohol percentage was reduced to 4.8 per cent. Two years later a further change in the brew resulted in the alcohol being reduced to 4.6 per cent.


This is a SABMiller subsidiary news release, it was first published in its local market on 4th September 2012.

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