Victoria Bitter (VB) beer

Victoria Bitter, commonly known as VB, is one of Australia's most iconic and highest-selling beers. It was first brewed by Thomas Aitken at the Victoria Brewery in East Melbourne in 1854. Over the decades, it evolved from a local favorite into a national staple, recognized by its distinctive green bottle and 'For a hard earned thirst' marketing campaign.

While the brand is deeply rooted in Australian culture, its ownership has transitioned through several multinational hands. After being a flagship brand for Carlton & United Breweries (CUB) for over a century, the ownership moved to the Foster's Group, then to the British-South African giant SABMiller, and subsequently to Anheuser-Busch InBev. In 2020, the brand was acquired by its current owner, the Japanese beverage conglomerate Asahi Holdings.

Today, Victoria Bitter is still primarily manufactured in Australia, specifically at the Abbotsford Brewery in Melbourne. Despite the international ownership, the production process remains local, maintaining the specific recipe and specialized hopping techniques that define the beer's full-bodied, bitter flavor profile. The brand continues to operate under the Carlton & United Breweries name, which now functions as a major subsidiary of Asahi Beverages in the Oceania region.