Victoria Bitter
Brewery	Carlton & United Beverages, a subsidiary of Foster's Group
Style	Full strength bitter lager
First Brewed	1890s
Alc. vol.	4. Carlton & United Beverages (formerly Carlton & United Breweries) is an Australian brewing company based in Abbotsford, Melbourne, Victoria Foster's Group is a beer group with interests in Brewing, Wine-making and Soft drinks. Bitter is a British term for a style of Beer or Pale ale. The expression first appeared in the UK in the early 19th century as part of the development Lager (storage camp bearing etc is the more popular of two main types of Beer; the other being Ale. Alcohol by volume (abbreviated as abv or ABV) is a standard measure of how much alcohol ( Ethanol) is contained in an Alcoholic beverage 8%

Victoria Bitter, or VB as it is commonly called, has the highest market share of all beer sold in Australia, both on tap and packaged. Beer is the world's oldest and most widely consumed Alcoholic beverage and the third most popular drink overall after water and tea For a topic outline on this subject see List of basic Australia topics. Victoria Bitter is brewed by Carlton & United Beverages, a subsidiary of Foster's Group, brewers of the Fosters brand beer. Carlton & United Beverages (formerly Carlton & United Breweries) is an Australian brewing company based in Abbotsford, Melbourne, Victoria Foster's Group is a beer group with interests in Brewing, Wine-making and Soft drinks. Despite its name, it is technically a fairly standard commercial lager rather than a bitter, although perhaps slightly more bitter than many. Lager (storage camp bearing etc is the more popular of two main types of Beer; the other being Ale. Bitter is a British term for a style of Beer or Pale ale. The expression first appeared in the UK in the early 19th century as part of the development Originally available at a strength of 4. 9% ABV, Victoria Bitter is now sold at a slightly lower concentration of 4. Alcohol by volume (abbreviated as abv or ABV) is a standard measure of how much alcohol ( Ethanol) is contained in an Alcoholic beverage 8% ABV to capitalize on potential tax savings. Alcohol by volume (abbreviated as abv or ABV) is a standard measure of how much alcohol ( Ethanol) is contained in an Alcoholic beverage Victoria bitter is available in New Zealand, the UK, and to a limited extent, other countries abroad. New Zealand is an Island country in the south-western Pacific Ocean comprising two main landmasses (the North Island and the South Island The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom, the UK or Britain,is a Sovereign state located

Contents 1 History 2 Change in strength 3 VB Midstrength 4 Marketing & Promotions 5 References 6 External links

History

The origins of Victoria Bitter date back to Victoria Brewery founder Thomas Aitken, who developed the recipe in the early 1900s. ^[1] The beer began to gain wide popularity in the mid 1960s with an innovative television advertising campaign featuring a very similar recording of the theme from the film The Magnificent Seven, images of working-class Australians at work and play, and a voice-over by notable Australian actor John Meillon. The 1960s decade refers to the years from the beginning of 1960 to the end of 1969 Television ( TV) is a widely used Telecommunication medium for sending ( Broadcasting) and receiving moving Images, either monochromatic The Magnificent Seven is a 1960 Western film directed by John Sturges about a group of hired gunmen protecting a Mexican village from John Meillon (May 1 1934 - August 11 1989 was an Australian actor most widely known outside Australia for his role as Walter Reilly in the films The campaign was used until quite recently. Paul Hester, late drummer of Crowded House once appeared in a VB advert. Paul Newell Hester ( January 8, 1959 &ndash March 26, 2005) was an Australian Musician and television personality best Crowded House is a rock group formed in Melbourne, Australia and led by New Zealand musician and Singer-songwriter Neil Finn. Ads now consist of the slogan "For a hard earned thirst, you need a big cold beer, and the best cold beer is Vic, Victoria Bitter". The most recent advertising campaign features David Boon, although a number of other ads are occasionally screened, such as one which promotes Australia's love of barbecuing its national emblems, the kangaroo, emu and Koala. A kangaroo is a Marsupial from the family Macropodidae (macropods meaning 'large foot' The Emu ( Dromaius novaehollandiae, is the largest Bird native to Australia and the only extant member of the Genus The Koala (Phascolarctos cinereus is a thickset Arboreal Marsupial herbivore native to Australia, and the only extant Like most Australian Lagers, VB is made using a wortstream brewing process, and uses a portion of cane sugar to thin out the body of the beer.

Currently one third of the packaged beer sales in Australia are of VB. It is available in 375 mL cans ("tinnies"), short necked 375 mL bottles ("stubbies"), 750 mL bottles ("Long Necks", "King Browns" or "Tallies") and "Twisties", "Throwies" or "Grenades" (250ml bottles in the State of New South Wales). As of 2005 VB also comes in 500ml tinnies ("Lunch Greens"), which are commonly drunk by trade workers on lunch, being just enough to quench their thirst. It used to be available (and may still be) in the Northern Territory in a 1 litre tinnie nicknamed a 'Killer can' (Kilo can).

In a testament to its long history and popularity, VB has acquired a number of nicknames, ranging from the abbreviated "Vic Bitter", polite "Very Best", "Vitamin B" and "Victory Beer", for after a win in the footy. People who dislike the beer may refer to it as "Vomit Beer", "Vaginal Backwash", or "Visitors Beer". In South Australia, a neighbouring state to Victoria that is particularly loyal to its own state brewer Coopers Brewery, it is sometimes referred to as "Old Wifebeater" - a reference to VB's working-class appeal in Victoria and elsewhere. Coopers Brewery is an Australian beer company publicly owned but not listed with a stock exchange The distinctive green cans may also be referred to as "Boonies" , "Green Cans" or "Gweens".

Change in strength

In 2007, The Foster's Group who make Victoria Bitter changed the strength of the beer from 4. Foster's Group is a beer group with interests in Brewing, Wine-making and Soft drinks. 9% ABV to 4. Alcohol by volume (abbreviated as abv or ABV) is a standard measure of how much alcohol ( Ethanol) is contained in an Alcoholic beverage 8% ABV to cut the amount of excise Foster's pays on the beer it brews. Alcohol by volume (abbreviated as abv or ABV) is a standard measure of how much alcohol ( Ethanol) is contained in an Alcoholic beverage Excise or Excise tax (sometimes called an excise duty) is a type of Tax charged on goods produced within the country (as opposed to Customs duties The Age reported on 4 July 2007 that this move that will save Foster's up to $20 million a year in tax payments^[2]. The Age is a Broadsheet daily Newspaper, which has been published in Melbourne, Australia since 1854 Events 836 - Pactum Sicardi, peace between the Principality of Benevento and the Duchy of Naples Year 2007 ( MMVII) was a Common year starting on Monday of the Gregorian calendar in the 21st century. The spokesman for Foster's, Ben Wicks said the change would not affect the taste of the beer.

VB Midstrength

In 2007, Fosters launched a new, midstrength version of VB called VB Midstrength with an alcohol volume of 3. 5%, in order to capitalize on the growing market for midstrength beers, currently dominated by XXXX Gold^[3]. XXXX (pronounced four-X) is a Brand of Beers brewed in Milton, Brisbane by Queensland brewers Castlemaine VB Midstrength appears to have failed to attract much attention in the southern Australian states of NSW and Victoria, leading some to suggest it is a marketing failure.

TV builder Scott Cam, a self-confessed VB fan, is the appointed VB Mid Ambassador. Scott Cam (born November 25, 1962) is an Australian television personality appearing on several Lifestyle programmes on the Nine Network ^[4]

On 24 July 2007, The Australian reported that within three months of Fosters launching VB Midstrength, market share for the full strength VB and mid VB had increased. Events 1132 - Battle of Nocera between Ranulf II of Alife and Roger II of Sicily. Year 2007 ( MMVII) was a Common year starting on Monday of the Gregorian calendar in the 21st century. The Australian, also referred to as The Oz, is a Broadsheet Newspaper published in Australia Monday through Saturday each ^[5] Foster's regional marketing director Anthony Heraghty hinted at further VB brand extensions, saying Foster's was "trying to see past the big green giant".

Marketing & Promotions

In New Zealand, VB is considered a lower class beer and often drunk by students as a cheap way to become intoxicated. It has had little media exposure in New Zealand and is therefore drunk by mainly Australian expatriates and not by working class New Zealanders. An expatriate (in abbreviated form expat) is a person temporarily or permanently residing in a country and culture other than that of the person's upbringing

In 2005, VB had started a promotion where David Boon became the face of Victoria Bitter (VB) beer for its 2005/06 summer advertising campaign, called Boonanza. Part of the promotion was the sale of a talking David Boon figurine with purchases of cartons of beer, which would make comments when prompted by Channel Nine commentary. The Nine Network, or Channel Nine, is an Australian television network based in Willoughby, a suburb on the North Shore of Sydney

In late 2006, the Boonanza promotion returned as Boonanza II for the 2006-07 Ashes series. The promotion now included former England cricket captain Ian Botham as a talking figure, who would interact alongside an updated David Boon figure. Sir Ian Terence Botham, OBE (born 24 November 1955) is a former England Test Cricketer and Test team captain and current

For the 2007-08 Australian cricket series, Shane Warne took over as VB spokesperson from David Boon^[6]. International cricket in the 2007-08 cricket season is defined by major statisticians such as CricketArchive and Wisden as those matches played on tours that started between September Shane Keith Warne (born 13 September 1969 is a former Australian international Cricketer who is widely regarded as one of the Warne will also have a talking figurine as part of a new Warnie promotion, taking over from the highly successful Talking Boony dolls from the two previous Boonanza promotions^[7].

Victoria Bitter were also the main sponsor of the Australian Tri-Series for five years between 2001-02 to 2005-06. The Commonwealth Bank Series, the current naming rights sponsor of the Australian Tri-Series refers to the international Cricket tournament held since 1979 between During this time the series was renamed The VB Series.

The latest advertising campaign is called the Stubby Symphony, where a hundred members of the Melbourne and Victorian orchestras play the similar theme from The Magnificent Seven only using VB beer bottles. The Magnificent Seven is a 1960 Western film directed by John Sturges about a group of hired gunmen protecting a Mexican village from The campaign was created by George Patterson Y&R in Melbourne, and is available to view at StubbySymphony.com.

References

External links

• Official webpage
• VB Warnie - Summer of Spin
• Review of VB
• John Meillon ad

The Australian, also referred to as The Oz, is a Broadsheet Newspaper published in Australia Monday through Saturday each The Herald Sun is a morning Tabloid Newspaper based in Melbourne, Australia

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