Victoria Bitter 100% Taste, 3.5% ALC Poster


In early 2007 Lion Nathan, arch rival of VB’s maker Foster’s, was enjoying major success with XXXX Gold — the biggest selling mid-strength brand in Australia at that time.

Foster’s has taken its cue for change and launched VB Mid-Strength Lager, the first mainstream variation of the nation’s biggest-selling beer (2007). Sold in the same bottle and with a promise of the same “taste profile”, the difference between the old and new brews was the label, which  turned from green to gold, the price  a little easier, and the alcohol content was cut from 4.9 per cent to 3.5 per cent.

The move to mid-strength made business sense. Figures on volume had shown the category, traditionally restricted to Queensland and Western Australia, grew nationally by 12 per cent a year.  The six months to December 31, 2007, the growth in sales and volume of Foster’s own mid-strength beers outstripped all other categories, including premiums, regular and light beers. At the same time, the company’s total volumes of beer fell by 0.8 per cent, driven mainly by declines in regular and light beer.

CUB deliberately changed the colour from Green to yellow as they regarded that to be the colour of the mid-strength category such was the success of XXX Gold. This was a generic launch poster reinforcing the taste value.


This is a fantastic Australian brewery poster to compliment any wall. These prints
are highly collectable and a refreshing way to bring colour and verve onto any wall.
Our high quality art prints come professionally printed on art paper stock which
allows for a vivid image with exceptional colour vibrance and print quality. You will
not be disappointed with the quality and workmanship. We have an extensive
collection of brewery photographic and poster art and if you require something not
displayed on our site do not hesitate to contact us to see if we have it, you may be
pleasantly surprised.

We are adding new product and product types everyday. This piece comes in
multiple sizes for your convenience.

Shipping and Packing
Our products are delivered with a tissue wrap and rolled into a secured tube or
envelope (sandwiched between cardboard stiffeners to eliminate damage). Our
postage costs are for Australian customers only, for international sales please
contact us prior to purchase to arrange a quote for delivery. We ship via Australia
Post for all our art prints. Private courier can be arranged by request.

Additional information


A1, A2, A3


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