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. 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.
TV builder Scott Cam, a self-confessed VB fan, is the appointed VB Mid Ambassador.
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. 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.
Read more about this topic: Victoria Bitter
Famous quotes containing the word gold:
“In relation to God, we are like a thief who has burgled the house of a kindly householder and been allowed to keep some of the gold. From the point of view of the lawful owner this gold is a gift; From the point of view of the burglar it is a theft. He must go and give it back. It is the same with our existence. We have stolen a little of God’s being to make it ours. God has made us a gift of it. But we have stolen it. We must return it.”
—Simone Weil (1909–1943)