VB Gold
In 2007, Fosters launched a new, midstrength version of VB called VB Midstrength Lager with an alcohol volume of 3.5%, in order to capitalise on the growing market for midstrength beers, currently dominated by XXXX Gold.[1] VB Midstrength changed its name to VB Gold in 2009 and sells over 1m cases every year and is growing strongly following its launch in late 2007. The alcohol volume was subsequently reduced to 3.0%.
TV builder Scott Cam, a self-confessed VB fan, is the appointed VB Mid Ambassador.[2]
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.[3] 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.
See also
References
- ^ Taylor, Rob (1 May 2007). "Beer-loving Aussies are turning to a softer brew". news.Yahoo.com. Retrieved 1 May 2007.
{{cite news}}: External link in|work= - ^ The best cold beer is… VB MIDSTRENGTH Archived 24 January 2010 at the Wayback Machine - Fosters Group website
- ^ VB midstrength spin-off does the trick - The Australian, 24 July 2007