One of Australia’s most popular beers will be launching a new product later this week.
Victoria Bitter will release a ‘bolder and more intense’ drink with a staggering six percent alcohol content.
Victoria Bitter Xtra, or VX, will hit the shelves in four packs of 250ml cans each containing 1.2 standard drinks, while the original VB 375ml stubbie is worth 1.4 standard drinks.
Customers can expect the same taste from a VB using the same ingredients, but with an extra punch in each can.
The VX has a brand new red, white and black logo and the new slogan ‘For a Hard Earned Night’.
Victoria Bitter is launching a new beer this week with a ‘bolder and more intense’ taste
The latest product can be found at all major bottle stores for $16 for a four-pack and $60 for a piece of stubs.
The company revealed that the latest offering came about after Australians began turning to trusted brands during the pandemic.
Shoppers now have more options than ever when shopping for VB, as VX is designed to complement the original rather than replace it.
Victoria Bitter Xtra, or VX, hits the shelves in four packs of 250ml cans each containing 1.2 standard drinks, while the original VB 375ml stubbie is worth 1.4 standard drinks
Sarah Wilcox, brand director of Victoria Bitter, said: ‘We launched VX to give beer lovers a slightly bolder and more intense version of the great VB taste they have enjoyed for generations.
“It is brewed to be enjoyed with friends and to provide more choice of great tasting beer for different occasions.”
“We think there is a market among traditional beer aficionados who also want bolder and more intense flavours. It’s all about choice.’
It follows after the Melbourne-based lager producer teamed up with alcohol delivery service Jimmy Brings to launch a button that drinkers can install in their homes that will deliver a case of beer as soon as it’s squeezed.
Dubbed ‘The Big Green Button’, the device attaches magnetically to any refrigerator door.
It follows after VB launched a button that will add a six-pack of beer to the Jimmy Brings cart
To avoid accidental ordering, the device must be drained twice.
The first tap will play an “iconic VB tune,” while the second and a box of 375ml stubbies will go to a customer’s Jimmy Brings cart.
Luke Calavassy, head of Jimmy Brings, says the device will make ordering your favorite drinks easier than ever
“Just when you thought ordering through Jimmy Brings couldn’t be easier, we’re proud to be partnering with VB to bring the Big Green Button to life,” he said in a statement.
The first tap will play an ‘iconic VB melody’, while the second and a box of 375ml stubbies will go to a customer’s Jimmy Brings cart
‘Now VB enthusiasts can have a box of stumps delivered to their door within minutes at the push of a button.’
Sarah Wilcox, Head of Classic Brands at CUB, VB’s parent company, said the new device reflects VB’s response to innovation.
“As one of Australia’s favorite beers, we are always looking for new ways to serve our loyal customers in an easy and exciting way,” said Wilcox.
“We are so excited to partner with Jimmy Brings to supply Victoria Bitters thanks to the Big Green Button.”
Jimmy Brings currently supplies Sydney, Melbourne, Geelong, Canberra, Brisbane, Adelaide, Sunshine Coast, Gold Coast, Perth, Wollongong and Tasmania
A pack of six is currently listed on the Jimmy Brings website at $24, plus a $6.95 delivery charge.
Jimmy Brings currently supplies Sydney, Melbourne, Geelong, Canberra, Brisbane, Adelaide, Sunshine Coast, Gold Coast, Perth, Wollongong and Tasmania.
Customers order via the website or app, with the alcohol delivered in approximately 30 minutes, depending on the exact delivery location.
The button comes free with any case of VB ordered on Jimmy Brings – or on sale for $10.