Victoria Bitter, one of the most iconic beers in Australia, is set to launch a new brew this week, and it’s called Victoria Bitter Xtra, or VX.
According to the brewer, the new beverage will be brewed with the same ingredients that make up the original VB taste but with an added “bolder and more intense” flavour profile, boasting an alcohol content of 6 per cent.
The new beer will be sold in four-pack 250ml stubbies, each worth 1.2 standard drinks, with a traditional 375ml VB stubby containing 1.4 standard drinks.
According to Victoria Bitter brand director, Sarah Wilcox, VX aims to cater to a growing trend in the craft beer market for bold, intense flavours, and beer lovers who are looking for more choices when it comes to their brews.
“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,” she said.
“We think there’s a market among traditional beer lovers who also want bolder and more intense flavours. It’s all about choice.”
VB also revealed that the company launched VX in response to Aussies reverting back to trusted brands during the pandemic.
For almost 100 years, Victoria Bitter was brewed at a strength of 4.9 per cent, but in 2007 it was dropped to 4.8 per cent, and then to 4.6 per cent two years later, sparking a fierce community backlash.
“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,” Ms Wilcox continued.
While Australians are increasingly moving towards lower alcohol content beers, with almost 30 per cent of Carlton & United Breweries’ beer sales being no zero, low, and mid-strength beers, Ms Wilcox believes there’s still a place for higher-alcohol brews like VX.
The new brew was designed to complement the original VB taste, rather than replace it entirely.
“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.”
VX will feature a new red, white, and black logo and the new slogan ‘For a Hard Earned Night.’ A four-pack of 250ml stubbies of VX will be available for purchase at major bottle shops for $16 (RRP), while a slab of stubbies will retail for around $60 (RRP).