• The new range features a new red, white and black logo, along with the new slogan, ‘For a Hard Earned Night’.
    The new range features a new red, white and black logo, along with the new slogan, ‘For a Hard Earned Night’.
Close×

One of Australia’s most iconic beer brands, Victoria Bitter (VB), has made what it calls one of its biggest launches of the past century, delivering a new twist on a classic, with the new VB Xtra (VX) going on sale this week.

The new range, delivered by independent strategic brand and design firm The Contenders, features a new red, white and black logo, along with the new slogan, ‘For a Hard Earned Night’.

VX comes in 250ml bottles, which are produced by leading glass bottle manufacturer Owens-Illinois (O-I).
VX comes in 250ml bottles, which are produced by glass bottle manufacturer Owens-Illinois (O-I).

VX comes in 250ml bottles, produced by glass bottle manufacturer Owens-Illinois (O-I). It has six per cent alcohol compared to 4.9 per cent in the classic VB, will be sold in four-packs of stubbies, and comes with a bolder and more intense taste than the classic range. The four-pack clusters are produced by Westrock, while Visy deals with the outer carton.

VB was first launched by Thomas Aitken at the Victoria Brewery in East Melbourne in 1854, and today is part of the Asahi Beverages family.

“The VX launch comes as VB enjoys a resurgence, after beer lovers reverted to trusted brands during Covid,” said Sarah Wilcox, brand director for VB. 

“We’ve launched VX to give beer lovers a slightly bolder and more intense version of the great VB taste they’ve enjoyed for generations. It is brewed to be enjoyed with mates and to offer more choices of great-tasting beer for various occasions. 

“Australian are increasingly moderating their alcohol consumption, however, higher-alcohol beers are increasingly popular in the craft segment, and we think there’s a market among traditional beer lovers who also want bolder and more intense flavours. 

“We didn’t want to mess too much with the iconic VB recipe for the new VX. Beer lovers with long memories will remember we did that once before, and we definitely won’t be rushing to do it again. This time we are listening to our customers and giving them what they want.”

VX will be on sale at major bottle shops from this week and will retail for $16 for the four-pack, and around $60 for a slab of stubbies.

VX will be on sale at major bottle shops, retailing for $16 for the four-pack and around $60 for a slab of stubbies.
VX will be on sale at major bottle shops, retailing for $16 for the four-pack and around $60 for a slab of stubbies.

Food & Drink Business

Hang 10 Distillery was created by Deon Rowe and Marine Raynard after the ABC’s War on Waste series inspired them to find a way to tackle food waste by making sustainable spirits. Keira Joyce speaks to the pair about the road to making a world-first whisky with leftover sourdough.

Trending into 2025

Whether consumers are trying to drink less, eat more protein or focus on a more wholefood diet, understanding consumer behaviour is a key component for innovation, NPD, and growth in the food and beverage sector. Kim Berry looks at some of the main motivators in 2025.

Scientists from Hunan Agricultural University in China have developed a new strain of rice that emits up to 70 per cent less methane, aiming to tackle the 12 per cent of global methane emissions resulting from rice cultivation.