Source: Herald Sun
A BEEFED-UP VB has knocked off rival XXXX Gold from the top shelf as the nation's top selling beer.
Latest Nielson figures show the VB now makes up 12.2 per cent of all beer consumed in Australia with XXXX Gold slipping to 11.9 per cent.
A bitter brewery rivalry started between Victoria and Queensland after the nation's sunny state last year stole the mantle as the country's favourite beer with a market share 12.4 per cent.
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VB reigned as king of beers for 19 years but drinkers lost flavour with Aussie icon after the brew was tinkered with and it's alcohol content dropped to 4.6 per cent.
Drinkers have been flowing back to VB after Carlton United Breweries decided to bring back the beer to its original 4.9 per cent alcohol content, original flavour and packaging late last year.
The move is costing CUB tens of millions of dollars in excise tax, but the gamble is paying off with sales up for the first time in 10 years.
``Seeing Vic Bitter's return to being Australia's favourite beer is heartening,'' Victoria Bitter general manager Richard Oppy said.
``Our drinkers were right; we shouldn't have tinkered with the brew.''
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