Iconic Aussie beer VB makes a mysterious announcement claiming it will make a change ‘for the better’ – years after its reduced alcohol level infuriated drinkers
- A short but vague video uploaded to Facebook announced the change
- Victoria Bitter did not explicitly mention what was different in the recipe
- The company in 2012 received backlash for reducing their alcohol volume
Iconic Australian beer Victoria Bitter has announced it is making a change for the ‘better’ – but is refusing to reveal further details.
A video was shared to the beer brand’s Facebook page on Thursday showing the beer with a label reading ‘Victoria Better’ rather than ‘Bitter’.
In 2012, VB received backlash for reducing the alcohol in the beer from 4.9 per cent to 4.6 per cent – forcing a change back to the original recipe.
Victoria Bitter in 2012 received backlash for reducing their alcohol volume from 4.9 percent to 4.6 per cent, forcing the company to reverse their decision
VB marketing director Chris Maxwell said the company hadn’t changed their beer for a number of years and ‘for good reason’.
‘We’re very conscious of the public outcry when we last tweaked Victoria Bitter, and we’ve spent a significant amount of time testing our latest update internally and with some of our loyal drinkers,’ Mr Maxwell said.
‘We know that change is never easy, but we’re confident that we’ve got this right and that the change we’re making to Victoria Bitter is for the better.’
The company refused to reveal more details about the change when questioned by Daily Mail Australia.
Furious backlash forced VB to reverse the alterations they made to the recipe seven years ago.
‘A few years ago, we made several changes to the recipe of our favourite beer. We altered the brewing process and we got it wrong,’ a Victoria Bitter spokesman said in 2012.
‘But we’ve listened to you – our loyal customers – and now we are determined to make it right.
Victoria Bitter in 2012 received backlash for reducing their alcohol volume from 4.9 percent to 4.6 per cent, forcing the company to reverse their decision
‘It will soon be back to its original full flavour, full strength at 4.9 per cent.’
The packaging was also changed back from ‘VB’ to ‘Victoria Bitter’, with the old tagline: ‘For a hard earned thirst’.
Online users took to Facebook to slam Victoria Bitter for announcing changes for the second time.
‘Short memory VB? Remember what happened last time you changed things?’ one wrote.
‘If you change the recipe again and make it 4.2%, I’m done for good this time lol,’ another wrote.
One added: ‘Last time they changed s*** up, I moved overseas.’
Beer drinkers took to Facebook to slam Victoria Bitter for announcing changes for the second time