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:
“The enquiring fields, courtesies
And tribulations of the air
Be still and give them peace:
The girl in the gold hair
With her young man in clover
In shadow of the day’s glare ...”
—Allen Tate (1899–1979)