In defiance of the ongoing trend involving mid-strength, zero alcohol, and other “health conscious” beers, Victoria Bitter have decided to take a different direction by quenching hard-earned thirsts with the Xtra (also known as VX).
Your classic hand grenades typically contain 4.9% alcohol content. The Victoria Bitter Xtra, on the other hand, packs a mighty 6% punch. For reference, that’s an efficient 1.2 standard drinks in each 250ml stubbie.
“VX uses the same ingredients and retains the distinctive flavour beloved by Australians for generations. This new beer has a bolder and more intense taste than classic VB.”
Victoria Bitter
“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. It is brewed to be enjoyed with mates and to offer more choices of great-tasting beer for various occasions,” explained Victoria Bitter Brand Director Sarah Wilcox.
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“Australians are increasingly moderating their alcohol consumption – with almost 30% 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. It’s all about choice.”
“We didn’t want to mess too much with the iconic VB recipe for the new VX. Beer lovers with long memories will remember we did that once before and we definitely won’t be rushing to do it again! This time we are listening to our consumers and giving them what they want.”
Victoria Bitter Xtra (VX) hit shelves all around Australia later this week. A four-pack will set you back $16 while an entire slab will cost $60.
