VB Gold

Lore & Background

Victoria Bitter Gold was launched in late 2007 by Foster's as 'VB Midstrength Lager', aiming to capture share in the mid strength beer segment. The beer was originally brewed at 3.5% alcohol by volume, but this was later reduced to 3.0%. In 2009, the brand was rebranded from 'VB Mid strength' to Victoria Bitter Gold. TV builder Scott Cam, a self-confessed Victoria Bitter fan, was appointed as the Victoria Bitter Mid Ambassador. During the 2008 Rugby League World Cup, the beer was advertised on television by Australian Rugby League legends Wally Lewis and Gorden Tallis.

Reader's Guide

VB Gold has grown strongly in popularity since its launch in late 2007, selling over one million cases annually. Its introduction was part of Foster's strategy to extend the Victoria Bitter brand into the mid strength market, which was then dominated by XXXX Gold. Within three months of the launch, market shares for both full strength Victoria Bitter and Victoria Bitter Gold had increased, as reported in July 2007. Foster's regional marketing director Anthony Heraghty hinted at further Victoria Bitter brand extensions, noting that Foster's was 'trying to see past the big green giant'. The beer's rebranding in 2009 helped solidify its identity, and its association with figures like Scott Cam, Wally Lewis, and Gorden Tallis reinforced its connection to Australian working-class and sporting culture. VB Gold remains a significant player in the Australian mid strength lager category.

Did You Know?

• VB Gold was originally branded as 'VB Midstrength Lager' before being rebranded in 2009.
• The alcohol volume was reduced from 3.5% to 3.0% after launch.
• TV builder Scott Cam is the appointed Victoria Bitter Mid Ambassador.
• During the 2008 Rugby League World Cup, VB Gold was advertised by Wally Lewis and Gorden Tallis.