Carlton & United Breweries (CUB) confirmed today that Australia’s Victoria Bitter beer will return to its original full strength and full flavor in October.
Changes to the packaging, marketing and recipe, with a resultant change in alcohol strength of Victoria Bitter are among a raft of changes intended to restore the beer “back to its best.”
CUB is a subsidiary of SABMiller, the London-based parent company of MillerCoors.
CUB chief marketing officer Andy Gibson said, “The Vic Bitter drinkers have spoken and told us that we should not have tinkered with their beer. So we have listened and during the course of October, Victoria Bitter will be returning to its best, in fact we reckon it will be better than ever.”
CUB chief executive Ari Mervis penned a full page “We heard you…we’re fixing it” letter to the beer drinkers of Australia, stating that we “had got it wrong” with changes to the brew over the past few years.
The beer will be returned to its full strength at 4.9 percent alcohol.
