Victoria Bitter to Return to Full Flavour And Strength

September 13, 2012 • Featured

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

Picture: Victoria Bitter (

In a statement from the company, CUB revealed, ‘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 the 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.’ CUB.

The freshly brewed Victoria Bitter will begin to roll out to pubs, bars and bottle shops nationally over the course of October, with the wholesale price of the beer unaffected.

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 a hard earned thirst”. CUB

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