The widely publicised VB marketing campaign which saw the brand's alcohol level return to its former strength has already paid dividends, with the beer seeing volumes grow for the first time in a decade.
The latest SABMiller trading statement has indicated that the Australian beer saw volumes increase by 1.9% for the first quarter since implementing the change.
The company has said its marketing initiative was directly responsible for the increase.
VB general manager Richard Oppy said: “It's no surprise that Vic Bitter has been in decline for a decade. While this turnaround is heartening, the decision to return the brew to the original formula was about the focus on our core brands.”
Last year, the company released a national marketing campaign revealing that the iconic beer was returning to its full 4.9% strength, after the brewer had cut the strength to 4.8% in 2007 and then 4.6% in 2009. The move had saved the brewer millions in taxes, but led to consumers dropping the brand.
In September last year, a full-page letter from Carlton United brewers chief executive Ari Mervis was placed in newspapers around the country, apologising to “loyal consumers” for tinkering with the recipe.
It read, in part: “Dear Victoria Bitter Drinkers, We've heard you … and we're fixing it.
"A few years ago, we made several changes to the recipe of your favourite beer. We altered the brewing process and we got it wrong.
“But we've listened to you – our loyal customers – and now we are determined to make it right.”
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