E-Malt.com News article: United Kingdom: Australia’s No. 1 lager to be widely available in the UK

Australia's number one lager brand, VB, will be widely available this spring in the UK off-trade, the Talking Retail posted on April, 22.

The beer is being imported and marketed by FBG International Ltd, a subsidiary of the Foster's Group Ltd.

The roll-out of Australia' signature beer is well timed to capitalise on the continued growth of imported world beer category in Britain.

FBG International is committed to the growth of VB and the roll-out coincides with VB's major shirt sponsorship of the Australian cricket team during one of this summer's biggest sporting events, The Ashes.

Nick Crossley, Head of Beer at FBG International says; "This will give the brand mass awareness throughout what is set to be this summer's highest profile sporting event.”

In conjunction with the media coverage that VB will generate through the brand sponsorship of the Australian team, FBG International will implement an extensive promotional programme designed to support retail customers in driving footfall and building volume sales during the critical summer period.

And with approximately one million Australians living in the UK, not to mention many more visiting as tourists, there is already a sizeable consumer base in Britain familiar with the brand.

"The wider launch of VB in the UK is well timed to help retailers benefit from the growth in world beers, as well as the Ashes Tour which will give the brand some fantastic exposure.

"The brand's striking VB logo, bold colours, iconic status in Australia and its brewing provenance will give the brand a distinctive and highly compelling differentiated positioning in the UK beer market," says Crossley.

VB is available in the iconic 375ml ‘stubby' bottle and 375ml cans and will be available nationally in selected outlets nationwide, including Tesco's, Majestic, EH Booth and Booker Cash and Carry.


24 April, 2009