A staple of Aussie drinking culture is getting a hard-earned refresh. Carlton & United Breweries (CUB) is shaking up its much-loved Victoria Bitter family, introducing a new low-carb VB to the mix. Designed to battle the rigours of the harsh Aussie summer, the new VB Low Carb option promises the same taste fans have come to know and love, with one exception.
Arriving just months after the introduction of VB X (a 6 per cent version of the classic VB), the new VB Low Carb promises to deliver a full-flavoured, full-strength, and thirst-quenching experience, albeit with 33 per cent fewer carbohydrates than the beloved regular VB. This concoction is tailor-made for beer enthusiasts who enjoy indulging in a cold one but are mindful of their carb intake. According to Sarah Wilcox, CUB’s Head of Classic Brands, VB Low Carb stays true to the brand’s heritage of delivering top-quality brews.
“For generations, Aussies have known the best cold beer is Vic. Now, the best low-carb beer is Vic, too,” Wilcox said. “With the same robust flavour and strength as regular VB,” this low-carb variant, at 4.9% ABV, aims to win over even the most die-hard VB purists. Our brewers weren’t sure it was possible, but they did it, and it’s bloody good.”
While VB has long been a staple in Aussie beer culture since its inception in 1854, the introduction of VB Low Carb reflects a shift in consumer preferences, particularly among those seeking healthier alternatives without compromising on taste.
“In the past, some classic beer lovers thought low-carb beer was not for them,” continued Sarah. But with 7 out of 10 VB drinkers telling us they’d seriously consider a low-carb option, it is the right time for VB Low Carb.”
As classic beer brands experience a nostalgic resurgence, VB Low Carb emerges as a timely addition to cater to evolving tastes. Just ask former NRL star and Fox Footy host Brian Fletcher, who is among the many early adopters singing praises for VB Low Carb to that familiar tune.
“VB Low Carb is a game changer as I can still enjoy my knock-off while worrying less about the carbs,” Fletcher said.
CUB is undoubtedly demonstrating its commitment to innovation by catering to its customers’ changing needs while contributing to the growth of the beer category as a whole. So, could we be seeing the debut of VB Zero? Until then, VB Low Carb is available nationwide in 375ml cans and bottles, priced at about $55 a case. It’s a refreshing option for beer lovers looking to savour the taste of an Aussie classic while embracing a healthier lifestyle.
So, whether you’re winding down after a long day or kicking back with mates, VB Low Carb is a satisfying choice for discerning beer enthusiasts nationwide. We all know the famous slogan. For a hard-earned thirst, you need a big cold beer, and the best beer is still Vic: Victoria Bitter.
