Qld: Have another VB - a weaker one this time

AAP General News (Australia)
04-30-2007
Qld: Have another VB - a weaker one this time

By Evan Schwarten

BRISBANE, April 30 AAP - One of Australia's most popular beer brands is chasing the
trend for lower-strength brews.

Brewer Foster's today launched a mid-strength version of its top-selling VB in an effort
to increase its presence in the national market.

Full-strength beer sales have remained stagnant in recent times while the popularity
of mid-strength beers has grown by 12 per cent a year nationally.

Mid-strength beers account for about 50 per cent of beers consumed in Queensland where
XXXX Gold - produced by Foster's main rival Lion Nathan - is the market leader.

The new brew, launched in Brisbane today, has a gold label in the place of the traditional
green label and has an alcohol content of 3.5 per cent. Full-strength VB is 4.9 per cent.

Foster's shipped 80,000 cartons of the VB mid-strength lager from its Queensland brewery
today and liquor stores will begin selling the new beer from tomorrow.

The launch will be accompanied by a multi-million dollar advertising and marketing
campaign featuring TV celebrity builder Scott Cam.

Foster's Queensland general manager Shane Richardson said the new beer would provide
more options for mid-strength beer drinkers.

"The whole category is dominated by such a small number of products and if you look
at any other category in beer or even other alcoholic beverages there are many consumer
choices to be had," he said.

"We are providing consumers with another opportunity and a bit more choice."

Mr Richardson said the beer retained the VB flavour, albeit with a lighter feel.

AAP ews/pjo/jnb/sp

KEYWORD: FOSTERS NIGHTLEAD (PIX AVAILABLE)

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