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Victoria Bitter
logo
TypeLager
ManufacturerCarlton & United Beverages (Asahi Breweries)
OriginVictoria
Introduced1854
Alcohol by volume4.9%
StyleAmerican Adjunct Lager
IBU scale25
WebsiteOfficial website

Victoria Bitter (VB) is a lager produced by Carlton & United Breweries, a subsidiary of Asahi, in Melbourne, Victoria.[1] It was first brewed by Thomas Aitken at Victoria Brewery in 1854[2] and is one of the best selling beers in Australia.[3]

History

[edit]

The origins of Victoria Bitter (VB) date back to the Victoria Brewery founder and head brewer Thomas Aitken, who developed the recipe in 1854.[4] 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.

image of beer bottle
375 ml (13.20 imp fl oz; 12.68 US fl oz) stubby bottle, 4.9% ABV

It is available in 750 bottles, 500 mL cans, 375 mL bottles, 375 mL cans and 250 mL bottles. For a limited time only, VB was available in the Northern Territory in a 1-litre can nicknamed a 'Killer can' (Kilo can). As with all packaged beer sold in Australia it was for many years only available in 750 mL or 26 2/3 fl oz (1/6 imperial gallon) bottles, until the introduction of "stubbies" and smaller cans. In a testament to its long history and popularity, VB has acquired a number of nicknames, ranging from the abbreviated "Vic Bitter", "Veebs", polite "Very Best", "Vitamin B", "Very Bad" and "Victory Beer", for after a win in the footy. At Australian gatherings (for example, backyard barbeques) it is referred to as "The Staple" as being the default brand of beer consumed.[5]

The Victoria Bitter logo on a 375mL can

The beer began to gain wide popularity in the mid 1960s with an innovative television advertising campaign featuring a very similar recording to 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 used the slogan; "For A Hard Earned Thirst." The campaign was used until quite recently and was reinvented in 2018 with the launch of the 'New Knock Off Times' Campaign. In 2004, VB commanded more than a 25 per cent market share, meaning that one in four beers sold in Australia was a VB.[6]

In July 2007, Foster's announced it would cut the alcohol content of VB from 4.9% to 4.8% in a bid to save millions of dollars in tax payments.[2] The brewer cut the alcohol percentage of VB further in 2009, reducing it to 4.6% in an effort to make further savings.[7] On 3 September 2012, CUB announced VB would be going back to its original 4.9% alcohol recipe and its original packaging.[8] CUB had received many complaints since it was changed to 4.6% in 2009, and the beer had lost a large amount of market share. The updated VBs began rolling out in late October 2012.[9] As of 2013, VB was the most popular beer in Australia with 12.2 per cent market share.[10]

Sales availability

[edit]

According to ACNielsen in 2009, Victoria Bitter was claimed to be Australia's only billion dollar retail beer brand, selling the equivalent of one slab (24 x 375ml 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 that was in the top 3 sellers in every state.[11] Victoria Bitter held the highest market share of all beer sold in Australia for more than two decades, yet in 2012, it lost this position to XXXX Gold.[12]

In April 2011, VB held 13.7% volume share and XXXX Gold had 11.7%. Just one year on in April 2012, VB had dropped to 12.3%, while XXXX Gold took the lead with 12.4%.[3]

In addition to being sold in Australia, Victoria Bitter is also available in New Zealand, Bali, Indonesia, the UK, and, to a limited extent, other countries abroad. When the joint venture Angkor Brewing Co. was established in Cambodia in 1992, VB was briefly brewed in Sihanoukville, and later imported; it held a significant share of the premium beer market until 1994.

Despite its name, Victoria Bitter is a standard commercial lager rather than a bitter. Since late 2012, Victoria Bitter has been sold at a strength of 4.9% ABV after an interim period of producing the same product at an ABV of 4.6% (equal to virtually every other major Australian lager).[13] The VB sold commercially in New Zealand is both 4.9% and 4.6% available in 375ml quantities in either bottles or cans.

VB Gold

[edit]
Main article: VB Gold
The VB Midstrength Lager promotional logo.

In 2007, Foster's launched a new, midstrength version of VB called VB Midstrength Lager with an alcohol volume of 3.5% in order to capitalize on the growing market for midstrength beers, currently dominated by XXXX Gold.[14] In May 2007, the launch was Foster's first ever mainstream variation of the VB brand.[15] In 2009, Carlton & United Breweries re-branded VB Midstrength to the new name VB Gold, and in 2017, it reduced the alcohol content to 3%.[16]

TV builder Scott Cam, a self-confessed VB fan, is the appointed VB Mid Ambassador.[17]

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.[18] 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".

During the 2008 Rugby League World Cup, VB Gold was advertised on TV by Australian Rugby League legends Wally Lewis and Gorden Tallis.

VB RAW

[edit]

In September 2009, CUB released VB RAW to compete in the low carb market. The alcohol volume was 4.5%. VB Raw was discontinued in late 2010 due to poor sales.

VB Low Carb

[edit]

Marketing and promotion

[edit]

In 2009, Foster's replaced the slogan from the '60s "A hard earned thirst needs a big cold beer, and the best cold beer is Vic, Victoria Bitter" with "VB – The Drinking Beer" as part of a marketing strategy to reposition VB to a broader range of drinkers.[19] The new slogan, as part of a campaign called "The Regulars" included a brand website for the first time, including a production line live webcam. Advertising ran on TV and radio, in print, outdoor, online, and at point of sale.[20] In 2015, Carlton and United Breweries revived the "hard earned thirst" campaign.[21] In 2018, Victoria Bitter revisited the idea of knock off with the launch of a new campaign called new knock off times expanding its brand positioning to celebrate Australia's changing workforce. Marking its 50th anniversary of TV advertising, the ad celebrates the change in Australia's workforce that's taken place over the half century. These days, there's no one time that people knock off. 4.00pm might still be the end of the day for some, but for others, it might very well be the beginning of their day.

In 2005, VB had started a promotion where David Boon became the face of Victoria Bitter 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.[22] In late 2006, the Boonanza promotion returned as Boonanza II for the 2006–07 Ashes series. The promotion included former England cricket captain Ian Botham as a talking figure, who would interact alongside an updated David Boon figure.[22]

For the 2007–08 Australian cricket series, Shane Warne took over as VB spokesperson from David Boon.[23] Warne also had a talking figurine as part of a Warnie promotion, taking over from the highly successful Talking Boony dolls from the two previous Boonanza promotions.[24]

On 6 July 2011, Foster's released VB packaged in limited edition 1958 heritage cans. The packaging had the original artwork of the 1958 VB product, but it also included a standard ring pull on each can, something which was lacking on the original.[25]

VB has invested heavily in sponsorships of Australian rugby league. It is currently the official beer of the NRL,[26] the naming rights sponsor for NRL Friday Night Football and the main sponsor of the Australian national rugby league team, the Kangaroos.[27]

Victoria Bitter was also the main sponsor of the Australian Tri-Series for five years between 2001–02 and 2005–06. During this time the series was renamed The VB Series.[28]

Victoria Bitter were sponsors of the away Test, ODI, and Twenty20 teams for the Australia national cricket team from 2008 to 2014. In 2013, Cricket Australia agreed to remove the logo of Muslim cricketer Fawad Ahmed's uniform due to his faith's ban on alcohol.[29]

The previous advertising campaign was called the Stubby Symphony, where 100 members of the Melbourne and Victorian orchestras play the theme from The Magnificent Seven only using VB beer bottles. The campaign was created by George Patterson Y&R in Melbourne.

VB launched a new advertising campaign in Australia in July 2009 to coincide with the SBS television broadcast of the 2009 The Ashes cricket series. They will drop the famous tag "For a hard earned thirst.." for "VB – The Drinking Beer".[30][31]

See also

[edit]

References

[edit]

Further reading

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Victoria Bitter

View on Grokipedia
from Grokipedia
Victoria Bitter (VB) is a full-flavoured with 4.9% (ABV), brewed using Australian pale malt and Pride of Ringwood hops to deliver a balanced taste of gentle fruitiness, sweet maltiness, and clean hop bitterness, originally created in 1854 by Scottish immigrant Thomas Aitken at the Victoria Brewery in for quenching thirst in Australia's harsh climate. The beer's history traces back to Aitken's arrival in Victoria in 1842, where he established the Corio Brewery in Geelong in 1851 before founding the Union Brewery in Melbourne and the Victoria Parade Brewery by 1854, making VB one of Australia's oldest continuously produced beers with a recipe that has remained largely unchanged. After Aitken's death in 1884, the brewery passed to his son Archibald, growing into one of Victoria's largest operations, and in 1907, it merged into Carlton & United Breweries (CUB), which continues to produce VB today as a subsidiary of Asahi Beverages. VB is renowned for its cultural significance in , often dubbed the "hard-earned thirst" beer and serving as the official sponsor of events like the NRL , with its iconic stubby brown bottle designed for practicality and to prevent lightstruck flavors, and a famous 1960s advertising jingle featuring the voice of actor that persists in modern campaigns.

Product Overview

Brand Characteristics

Victoria Bitter is a full-strength Australian lager with an alcohol by volume (ABV) of 4.9%, distinguished by its pronounced bitterness arising from substantial hop additions, particularly the iconic Pride of Ringwood variety grown in Victoria and Tasmania. The beer's flavor profile centers on a solid malty backbone accented by earthy, grassy, and herbal hop notes with subtle fruitiness in the aroma, delivering a medium body, slight sweetness on the palate, and a crisp, clean hop-bittered finish. This balance contributes to its International Bittering Units (IBU) rating of approximately 25, underscoring its refreshing yet robust character suited to Australia's climate. Packaging emphasizes convenience and tradition, with the predominantly offered in 375 ml stubby bottles arranged in 24-packs and equivalent cans, the latter featuring a sleek silver emblazoned with the bold red "VB" logo for instant brand recognition. As one of Australia's top-selling beers, Victoria Bitter maintains a strong market presence, consistently ranking among the leading domestic brands in sales volume.

Ingredients and Brewing Process

Victoria Bitter is brewed using core ingredients that reflect its Australian heritage: barley malt sourced exclusively from Victorian growers since 2021, the Pride of Ringwood hop variety renowned for delivering the beer's signature bitterness, water drawn from Victorian sources, and specialized lager yeast strains to facilitate bottom-fermentation. These components adhere to a purity standard inspired by the German Reinheitsgebot but adapted for Australian conditions, incorporating adjuncts like cane sugar to achieve a lighter body typical of mass-produced lagers. Like most Australian lagers, Victoria Bitter is produced using a wortstream brewing process, which involves barley with to create , boiling with for bitterness and flavor, cooling, with to develop alcohol and , and a maturation period for clarification. The undergoes for stability before packaging. Production occurs at ' facility in Abbotsford, Victoria, leveraging modern systems implemented since the mid-20th century to handle large-scale output exceeding 2 million liters per day. These systems incorporate advanced control technologies for precise temperature regulation and process efficiency, enabling the traditional method to meet commercial demands.

History

Origins and Early Production

Thomas Aitken, a Scottish immigrant who arrived in in 1842 at the age of 19, established the foundations of what would become Victoria Bitter through his brewing ventures in colonial Victoria. In , amid the burgeoning that drew tens of thousands of miners and workers to the region, Aitken founded the Corio Brewery in to capitalize on the surging demand for affordable, locally produced beer. , which began that same year with discoveries at and , rapidly expanded Victoria's population from around 77,000 in 1850 to over 400,000 by the 1860s, fueling a boom in the industry as entrepreneurs like Aitken sought to meet the needs of a thirsty accustomed to British-style bitter ales. By the early , Aitken had also started the Union Brewery in before establishing the Victoria Brewery on Victoria Parade in in , where he developed the original recipe for Victoria Bitter as a full-strength bitter designed to rival imported British beers in quality and refreshment for 's harsh climate. Early production at the Victoria Brewery emphasized high-quality ingredients and equipment, enabling Aitken to build a substantial local by the mid-1860s, with operations including a malthouse, distillery, and a fleet of 16 horses for transporting across . Following Aitken's death in 1884, the brewery passed to his son Archibald, who oversaw significant expansion, transforming it into one of Victoria's largest brewing operations by the early . The brewery's output focused on serving the Victorian market, particularly in and surrounding goldfields areas, where demand from miners and laborers drove sales of robust, hop-forward suited to daily toil. Interstate distribution remained limited during this period, confined largely to Victoria due to logistical challenges and regional competition from other colonial breweries. In a pivotal development, the Victoria Brewery merged in 1907 with Carlton, Foster's, Castlemaine, McCracken's, and Shamrock to form Carlton & United Breweries (CUB), which standardized production processes and laid the groundwork for broader scalability while preserving the original VB recipe. As entered in 1914, the brewing industry, including CUB's operations, faced economic pressures from increased excise taxes on to fund the , alongside voluntary conservation measures that prioritized essential goods. Victoria Bitter's production endured these challenges by adapting to focus on efficient lager-style brewing, which aligned with the era's shift toward lighter, more economical beers, ensuring continuity for local consumers in Victoria even as national consumption dipped. Interstate expansion began tentatively in the 1920s under CUB's growing influence, but VB remained predominantly a Victorian staple until later national distribution networks developed. This early lineage under CUB has continued through subsequent ownership changes into the present day.

Expansion and Ownership Changes

Following , (CUB), formed in 1907 through the merger of Carlton Brewery and several other Victorian breweries, expanded national distribution of Victoria Bitter, leveraging improved infrastructure to reach beyond . This growth accelerated in the with the widespread adoption of refrigerated transport, which enabled reliable delivery of the beer's signature full-strength across Australia's varied climates without compromising quality. CUB's ownership underwent significant changes starting in the . In 1983, the company was acquired by the diversified conglomerate Elders IXL, which delisted CUB from the and integrated it into its operations. In 1990, Elders IXL rebranded as to emphasize its flagship beer brands, including Victoria Bitter. was then purchased by in 2011, bringing CUB under South African ownership and focusing on international expansion. In 2020, Asahi Group Holdings acquired CUB from Anheuser-Busch InBev for AUD 16 billion, a deal that streamlined production through advanced Japanese technologies and efficiencies, boosting overall operational performance. Key milestones marked VB's rise as a national icon. The introduction of canned formats in expanded accessibility and convenience, aligning with shifting consumer preferences for portable packaging. By the , VB achieved peak sales, becoming Australia's top-selling beer and accounting for approximately one in every three beers consumed domestically. Entering the , VB sustained a of around 12 percent amid the surge, retaining its position as one of the leading brands through strong . The 2010s brought challenges, including a domestic decline driven by premiumization and the popularity of and imported beers, with VB volumes dropping 15.4 percent in the month to August 2010 as consumers sought higher-priced alternatives. This trend was partially offset by robust export growth, helping maintain overall revenue stability. Under Asahi's ownership, 2025 sustainability initiatives have addressed environmental concerns, including brewing VB with 100 percent offset solar electricity and advancing measures, targeting a group-wide reduction to 3.2 cubic meters per kiloliter by 2030.

Product Variants

VB Gold

VB Gold is a mid-strength variant of Victoria Bitter introduced by in 2007 as a lighter alternative to the full-strength original, targeting moderate drinkers and younger consumers seeking a less potent option while preserving the brand's signature bitter hop character. Originally formulated at 3.5% ABV, it was rebranded from an earlier mid-strength iteration to emphasize its approachable profile, and in 2017, the ABV was reduced to 3.0% in response to growing demand for lower-alcohol beers that maintain flavor integrity. Key differences from the standard Victoria Bitter include reduced content to achieve lower calories—approximately 103 kcal per 375 serving—and a smoother, less full-bodied finish achieved through adjusted processes. It retains the core brewing elements of the VB lineup, utilizing Pride of Ringwood for its crisp, bitter finish and gentle fruitiness, but with moderated intensity to suit lighter consumption. Positioned to broaden VB's appeal beyond traditional full-strength enthusiasts, VB Gold has established itself as a notable portion of the brand's portfolio, with annual sales exceeding one million cases and steady growth in the mid-strength segment. Primarily available in , it features distinctive gold-accented labeling on 375 ml cans and bottles to differentiate it from the classic green packaging of the product.

VB RAW and Low Carb

VB RAW was launched in September 2009 by (then part of ) as a dry, low- targeting 20- to 30-year-old consumers in the competitive low-carb segment. The variant emphasized a natural profile, brewed using just four core ingredients—, , , and —to deliver a cleaner, crisp finish while retaining the bold bitterness characteristic of the VB brand. With an ABV of 4.5%, VB RAW was produced at CUB facilities through specialized processes designed to minimize content, appealing to those seeking a lighter alternative without compromising on flavor intensity. However, it achieved limited market traction and was discontinued in late 2010. In March 2024, introduced VB Low Carb, a full-strength at 4.9% ABV with 33% fewer carbohydrates than standard VB, equating to approximately 7 grams of carbs per 375 ml serving. This variant targets health-conscious drinkers, particularly low-carb dieters, by offering a crisp and less sweet taste profile that preserves the robust, thirst-quenching qualities of the original VB. Brewed at CUB facilities, VB Low Carb employs a modified process to reduce carbs while maintaining full flavor and strength, positioning it as a niche option in the evolving low-carb market. As of November 2025, VB Low Carb represents a specialized extension of the VB lineup, accounting for a small portion of overall VB sales and underscoring the brand's appeal to specific consumer preferences for reduced-carb beers.

Marketing and Promotion

Advertising Campaigns

Victoria Bitter's advertising campaigns have long emphasized themes of hard work and refreshment, resonating with Australia's working-class identity. The brand's most enduring promotional effort began in with the iconic "A hard-earned needs a big cold ," created by the George Patterson agency for . This campaign originated from concepts developed in but first aired nationally in in February , featuring voiceover by Australian actor and visuals of everyday laborers quenching their after a day's toil. The ads portrayed blue-collar workers in relatable scenarios, such as sites and factories, reinforcing VB as the quintessential post-work reward and helping propel it to become Australia's top-selling by the 1970s. Throughout the 1970s to 1990s, the campaign evolved while retaining its core jingle and messaging, shifting toward humorous depictions of mateship and everyday Aussie banter in television spots. Ads from this era often showed groups of workers sharing laughs over VB, maintaining the blue-collar focus but incorporating lighthearted narratives to appeal to a broader audience. These efforts were credited with sustaining VB's market dominance, as the consistent branding contributed to significant sales growth during the period, though exact figures varied by year. Advertising spend peaked in the 1990s as competition intensified, with Carlton & United investing heavily in television to counter rival brands, though specific annual budgets were not publicly detailed beyond industry estimates placing major beer campaigns in the tens of millions of AUD. Post-2010, VB transitioned to digital platforms, integrating to engage younger consumers while tying promotions to and cultural events. Campaigns like the "Aussie as" series, the brand's first major TV push in five years, updated the classic to include more diverse scenarios beyond traditional male-dominated settings, aiming for inclusivity across genders and lifestyles. Hashtags such as #HardEarnedThirst amplified user-generated content on platforms like and , encouraging fans to share personal stories of "thirst" moments linked to sports viewings. By 2025, this digital evolution continued with interactive elements, such as cricket-themed content educating international audiences on Australian rules, further broadening appeal. In 2025, VB launched a campaign ahead of , featuring former player 'refreshing' the English on the through humorous videos and printing the laws on cans available at . VB historically avoided celebrity endorsements, relying instead on the tagline's cultural familiarity, until the mid-2000s when strategic partnerships emerged, including the 2005 "Boonanza" campaign featuring cricketer to leverage sports icons for summer promotions. These shifts continued into the , not only refreshing the brand's image but also driving measurable engagement, with the 1968 campaign's legacy—now preserved in the —underscoring its role in embedding VB within Australian vernacular.

Sponsorships and Cultural Tie-Ins

Victoria Bitter has maintained a prominent role in Australian sports sponsorships, particularly within . VB has been an official partner of the (NRL) since 2004. It became the league's official beer in 2021, serving as the official beer sponsor for the and featuring extensively in match-day promotions, stadium signage, and broadcast integrations. This long-term commitment includes team kit sponsorships, such as the front-of-jersey placement on the Blues from 2010 to 2017, valued at approximately AUD 1 million annually. In select instances, (CUB), VB's parent company until 2020, extended alcohol brand promotions to (AFL) events, though VB itself has primarily aligned with NRL assets like the , where it became the official beer sponsor starting in 2021. The brand's sponsorships extend to community initiatives that support Australian resilience during crises. In January 2020, VB launched a nationwide fundraiser, directing proceeds from all keg sales in participating pubs to the Rotary Clubs of Australia Bushfire Disaster Fund to aid recovery from the devastating 2019–2020 bushfires. Following Asahi Beverages' acquisition of CUB in 2020, VB has been integrated into broader corporate philanthropy, including the Asahi Beverages Community Partners Program announced in 2025, which pledges over AUD 1 million across three years to support charities focused on , environment, and social inclusion. These efforts underscore VB's alignment with themes of hard work and community support, often amplified through event-based promotions. VB's cultural tie-ins are evident in its appearances in Australian media, embedding the brand in . The beer is prominently featured in the 1997 comedy film The Castle, where the Kerrigan family routinely enjoys VB as their go-to drink during backyard barbecues and family gatherings, symbolizing everyday Australian domestic life. This organic integration, alongside VB's iconic advertising jingles, has reinforced its status as a cultural staple without formal deals.

Cultural Significance

Popularity and Reception in Australia

Victoria Bitter (VB) continues to command a substantial portion of the beer market, having declined from approximately 25% in the early to around 12% by primarily due to competition from breweries such as Coopers. This shift reflects broader trends toward diverse, premium, and lower-alcohol options amid a contracting overall volume, which totaled around 1.35 billion liters in 2025. The brand's core consumer demographic consists predominantly of men aged 25-55, who associate VB with quintessential Australian social rituals like sessions and barbecues. Consumer surveys underscore its cultural resonance, with VB consistently ranked as the most loved classic Australian beer and recognized as embodying . Reception of VB in is polarized yet enduring, with enthusiasts praising its crisp, refreshing profile suited to the country's hot climate, while detractors often critique the intense bitterness that dominates the backbone, describing it as overly robust or one-dimensional. Despite such feedback, VB's quality has been affirmed through industry accolades, including gold medals in the Best Australian-Style category at the 2023 Australian International Beer Awards. Domestic sales trends for VB indicate a modest recovery in 2025, bolstered by innovations in premium packaging that appeal to nostalgic yet evolving consumer preferences. This uptick occurs against a backdrop of overall market stabilization following years of decline driven by health-conscious shifts.

International Reach and Legacy

Victoria Bitter has achieved modest international distribution, primarily targeting markets with significant Australian expatriate communities. In the United Kingdom, VB was launched in 2009 by distributor FGB UK, aiming to capitalize on its domestic popularity, and is now widely available through online retailers and specialty stores. Similarly, the beer entered the Indian market in 2010 via Foster's, initially targeting urban areas like New Delhi, Mumbai, and Goa to appeal to younger consumers and expats. Exports also extend to parts of Europe and limited outlets in the United States, where it is stocked by select importers like Total Wine, though availability remains niche outside Australia. The brand's legacy abroad reinforces its status as a cultural emblem of Australian identity, particularly among the seeking a connection to home. VB's marketing often leverages this by extending iconic Australian humor and rivalries to global audiences, as seen in the 2023 "English Bitter" limited edition release—a playful jab at during the Ashes series, distributed in the UK to highlight VB's "full-flavored" bitterness. Under Asahi's ownership since 2020, VB continues to embody resilience and , with its international presence underscoring Australia's heritage while maintaining a footprint shaped by expat demand rather than broad mass-market dominance.

References

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  47. https://www.instagram.com/reel/DQt4pyiAcdH/
  48. https://campaignbrief.com/victoria-bitter-merv-hughes-refresh-the-english-laws-of-cricket-in-new-campaign-via-droga5-anz/
  49. https://www.bandt.com.au/eight-historical-moments-australian-food-advertising/
  50. https://www.theguardian.com/culture/2024/dec/11/australia-national-film-and-sound-archive-2024-vb-voiceover-doctor-who
  51. https://www.adnews.com.au/news/victoria-bitter-becomes-official-beer-sponsor-of-state-of-origin
  52. https://www.sportspro.com/news/victoria_bitter_extend_major_sponsorship_of_nsw_blues/
  53. https://fare.org.au/wp-content/uploads/Alcohol-industry-advertising-partnerships-with-AFL-and-NRL-teams-2019.pdf
  54. https://www.sportbusiness.com/news/cub-switches-out-carlton-dry-to-promote-victoria-bitter-at-2021-state-of-origin/
  55. https://www.drinkstrade.com.au/news/vb-announces-australia-day-bushfire-fundraiser/
  56. https://www.asahibeverages.com/news-and-media/asahi-beverages-pledges-more-than-usd1-million-in-charity-funding
  57. https://aussiehomebrewer.com/threads/beer-in-movies.54963/
  58. https://www.ibisworld.com/australia/industry/beer-manufacturing/116/
  59. https://www.statista.com/outlook/cmo/alcoholic-drinks/beer/australia
  60. https://www.roymorgan.com/findings/beer-buddies-australian-men-and-the-amber-fluid
  61. https://www.drinksassociation.com.au/news?ArticleType=Events&Article=the-2024-fan-favourite-and-gaining-in-popularity-brand-award-winners-revealed
  62. https://www.gotracksuit.com/us/blog/posts/beer-brand-map-australia
  63. https://www.thedrinksbusiness.com/2025/03/everything-you-wanted-to-know-about-the-australian-beer-industry/
  64. https://my.sayso.com.au/reviews/show/SayWhat/item/Victoria_Bitter_Lager
  65. https://www.melbourneroyal.com.au/media/8845/2023-melbourne-royal-australian-international-beer-awards-results-catalogue.pdf
  66. https://www.beerandbrewer.com/new-data-puts-beer-consumption-back-in-growth/
  67. https://drinksretailingnews.co.uk/is-victoria-bitter-available-in-the-uk/
  68. http://www.fnbnews.com/Top-News/Australias-VB-Beer-launched-in-India
  69. https://www.beeradvocate.com/community/threads/victoria-bitters-in-the-us.47837/
  70. https://www.skynews.com.au/australia-news/sport/vb-releases-limited-edition-england-bitter-in-light-of-complaints-about-australia-going-20-up-in-the-ashes/news-story/61cec01eea4d328e3c510d9df390502c
  71. https://www.asahigroup-holdings.com/en/brands/
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