Victoria Bitter
A standard commercial lager, not a bitter, despite its name.
Victoria Bitter (VB) is a lager brewed by Carlton & United Breweries, which is owned by Asahi, in Melbourne, Victoria. The recipe was created in 1854 by Thomas Aitken, the founder and head brewer of the Victoria Brewery. It is among the top-selling beers in Australia and held the title of the country’s most popular beer for over two decades.
Like many Australian lagers, VB is made using a wortstream brewing process and includes a portion of cane sugar to lighten the body. It comes in 750 mL bottles, 500 mL cans, 375 mL bottles and cans, and 250 mL bottles. For a limited period, a 1-litre can known as a “Killer can” or “Kilo can” was sold in the Northern Territory. For years, all packaged beer in Australia was only available in 750 mL (26 2/3 fl oz, or 1/6 imperial gallon) bottles until smaller “stubbies” and cans were introduced. Over time, VB has picked up many nicknames, including “Vic Bitter,” “Veebs,” “Very Best,” “Vitamin B,” “Very Bad,” and “Victory Beer” (used after a football win). At Australian gatherings like backyard barbecues, it is often called “The Staple,” as it is the default beer.
VB gained widespread popularity in the mid-1960s thanks to a television ad campaign that used a theme similar to the one from *The Magnificent Seven*, showed working-class Australians at work and play, and featured a voice-over by actor John Meillon with the slogan “For A Hard Earned Thirst.” This campaign ran until recently and was revived in 2018 with the “New Knock Off Times” campaign. In 2004, VB held more than 25% of the market, meaning one in four beers sold in Australia was a VB.
In July 2007, Foster’s announced it would lower VB’s alcohol content from 4.9% to 4.8% to save millions in tax. It was cut again in 2009 to 4.6% for further savings. After many complaints and a significant loss of market share, CUB announced on 3 September 2012 that VB would return to its original 4.9% alcohol recipe and original packaging, with the updated beer rolling out in late October 2012. By 2013, VB was again the most popular beer in Australia, with a 12.2% market share.
According to ACNielsen in 2009, VB was Australia’s only billion-dollar retail beer brand, selling the equivalent of one slab (24 x 375 mL cans or bottles) every second.
Quick Facts
- Brewery
- Carlton & United Beverages (Asahi Breweries)
- Style
- American Adjunct Lager
- Abv
- 4.9%
- Ibu
- 25
- Region
- Victoria
- Introduced
- 1854
Facts from the source article.
Lore & Background
Victoria Bitter originated in 1854 when Thomas Aitken, founder and head brewer of Victoria Brewery, developed the recipe. Like most Australian lagers, it is made using a wortstream brewing process and includes a portion of cane sugar to thin the body. The beer gained wide popularity in the mid 1960s with a television advertising campaign featuring a theme similar to that of The Magnificent Seven, images of working-class Australians, and a voice-over by actor John Meillon using the slogan 'For A Hard Earned Thirst.' This campaign was used until recently and was reinvented in 2018 with the 'New Knock Off Times' campaign.
In July 2007, Foster's cut the alcohol content from 4.9% to 4.8% to save on tax payments, then further reduced it to 4.6% in 2009. Following many complaints and a loss of market share, CUB announced in September 2012 that VB would return to its original 4.9% alcohol recipe and original packaging, with the updated product rolling out in late October 2012. Despite its name, Victoria Bitter is a standard commercial lager rather than a bitter.
Reader's Guide
Victoria Bitter has been a dominant force in the Australian beer market for decades. In 2004, it commanded more than a 25% market share, meaning one in four beers sold in Australia was a VB. According to ACNielsen in 2009, it was claimed to be Australia's only billion dollar retail beer brand, selling the equivalent of one slab (24 x 375 mL cans or bottles) every second. At one time, it sold twice as much as any other full strength beer and was the only Australian beer brand in the top three sellers in every state. It held the highest market share of all beer sold in Australia for more than two decades, though it lost this position to XXXX Gold in 2012. In April 2011, VB held 13.7% volume share; by April 2012, it had dropped to 12.3% while XXXX Gold took the lead with 12.4%. As of 2013, VB remained the most popular beer in Australia with 12.2% market share. The beer is available in Australia, New Zealand, Bali, Indonesia, the UK, and to a limited extent other countries. It has acquired numerous nicknames including 'Vic Bitter', 'Veebs', 'Very Best', 'Vitamin B', 'Very Bad', and 'Victory Beer', and is often referred to at Australian gatherings as 'The Staple'.
Did You Know?
- Victoria Bitter was first brewed in 1854 by Thomas Aitken at Victoria Brewery in Melbourne.
- VB's alcohol content was reduced from 4.9% to 4.8% in 2007, then to 4.6% in 2009, before returning to 4.9% in late 2012.
- A limited 1-litre can of VB, nicknamed the 'Killer can' (Kilo can), was available in the Northern Territory for a limited time.
More in Beer Brands, Part 6 1-24
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