date:Sep 06, 2012
The volte-face follows H1 2012 trading that makes bleak reading for CUB, since the XXXX Gold brand owned by its Australian rival Lion (a subsidiary of Japans Kirin Holdings) overtook Victoria Bitter (VB) as the nations top-selling beer, ending its 20+ year hegemony.
Thus the beer will return to its full strength of 4.9% and the Victoria Bitter name will be reinstated on labels and cans, while the tagline For a hard-earned thirst will also be restored.
CUB will roll out the new/old Victoria Bit