Why is VB, VX not being sold in the Northern Territory?

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by Jacob Solomon Mar 20, 2023 News
Why is VB, VX not being sold in the Northern Territory?

The beer producer decided not to market its latest high- alcohol product to the Northern Territory because of an Australian marketing expert's explanation.

Victoria Bitter, one of Australia's most popular beers, is planning to launch a new brew.

The beverage will be made with the same ingredients that make up the original taste but with a bolder and more intense flavour profile.

There will be four-packs of 250ml stubbies, each worth 1.2 standard drinks, with a traditional VB stubby.

The new product won't be sold in the NT, where alcohol-related violence is on the rise.

The product was not sold in the NT due to the issues there.

Dr Andrew Hughe, a marketing lecturer from the Australian National University, told ABC Darwin that it was a rare and eloquent statement.

The ethical and social responsibility of the brand is put out there, but they still sell a lot of other full- strength beer.

Losing more market share is what they would worry about.

A product like this has been designed for Gen Z consumers.

They are concerned about the consumers doing any wrong.

Dr Hughes thought the focus would be on making sure the new product took off in southern states while protecting the core product.

He said that observations over the last few years suggest that VB is trying to move away from being seen as a man.

He said that the campaign moved away from the Hard-Earned Thirst campaign.

Carlton and United Breweries described the 'Knock-Off Time' campaign as "all the best bits of classic VB advertising but with a modern insight that acknowledges the changing nature of the knock off occasion".

They aren't trying to encourage drinking during the day or drinking too early in the day, it's "knock-off time" and drinking responsible

They are careful to promote ethical and social consumption of their product.

Consumers are willing to fork out for companies that do the right thing if a brand is caught up in anti-social behavior.

He believes that the social harm to their brand image sticks.

Market research VB was the fifth most-sold beer in the world.