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Last drinks as Foster’s axes Victoria Pale Lager

The first label to be cut under its SABMiller ownership, Foster's has axed its Victoria Pale Lager label.

Foster's invested more than $6m in intense marketing activity to drum up interest in the product, which was launched less than two years ago, but it seems these efforts were futile, with the company instead deciding to focus on its other beers, including VB.

According to The Age, Victoria Pale Lager was launched in November 2011 and sold in an embossed VB stubby-shaped green bottle, with ex-Foster's CEO hoping it would create a larger and more loyal fanbase for Foster's.

The company also decided to return VB to its orginal alcohol content of 4.9 percent after receiving a consumer backlash when it was dropped down to 4.6 percent.

It was a good move, with VB soon after achieving its first quarter of growth in over 10 years.

A Foster's spokesperson said VB's promising results of late indicate that the company would do well by focusing on its top performing core products.

 

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