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Victoria Bitter – matter of fact you can get it now

19 October 2012

Australia’s most iconic beer, Victoria Bitter is officially back to its best with the new full flavour and full strength brew rolling out across Australia from this week.

Stubbies, cans and kegs of the 4.9% brew are have begun to hit pubs, bottle shops and liquor outlets across the country and deliveries will continue over coming weeks.

Carlton & United Breweries (CUB) General Manager of Victoria Bitter, Richard Oppy, says he thinks the new brew will have been worth the wait.

“Today is a great day for beer lovers of Australia; we have returned Vic Bitter to a truly classic, big flavoured beer.”

Oppy said that publicans and retailers have inundated CUB with requests for stocks of the new brew since the change was announced back in September.

“The response to news of the brew returning to full flavour and full strength has meant we’ve pulled forward the rollout of the 4.9% brew a week earlier than planned.”

CUB admitted last month that it had got it wrong when it changed the recipe for Victoria Bitter causing consternation among Victoria Bitter loyalists.

“Drinkers should look out for the unmistakable iconic packaging and ask for the big cold beer,” Oppy said.

 

For further information, images or interview requests please contact:

Jennifer Howard – CUB Corporate Communications
Jennifer.howard@cub.com.au
0417 306 781

Charmaine Glase – Liquid Ideas for Victoria Bitter
charmaineglase@liquidideas.com.au
0419 840 464

 

NOTES TO MEDIA

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.

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