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VB Solar Announcement

CUB

Issue 53 | January 2020

Background

In an effort to minimize their carbon footprint – in 2020 the brewing process for Victoria Bitter will be 100% offset by solar energy. The challenge was they weren’t first to the solar party, Companies changing their manufacturer process to solar energy is quite commonplace these days, so regardless of it being a good story, they weren’t guaranteed of people taking notice. What they were sure of however was that any time the words ‘change’ and ‘VB’ were included in the same sentence, alarm bells went off in fans’ minds. This is largely because of a change that VB made to its beer a few years ago, when it reduced its alcohol content, leading to huge controversy and its base turning its back on the product.

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