Vb
VB doesn’t strike you as a brand that needs protecting from being viewed as overtly cheap piss. This isn’t to bag VB, but there’s probably a reason it chose David Boon and not David Marr as a mascot.
News yesterday that Foster’s stopped supply of its beers to Coles and Woolworths for a short period this month, after it emerged the warring retail giants were planning to sell VB (and possibly other brands) for as low $28 a case. Carlton & United, Foster’s beer division, have said that they stopped supply to the supermarkets out of fear their beer brands were being undervalued; according to CUB it was done to protect “the brand equity – the image of our brands”.
Now you might be asking yourself how it’s possible to undervalue the Australian gold standard of cheap beer? Well you can, and it’s got something to do with the amount of beer we’re drinking - or more accurately, not drinking.
Continue reading "When a hard earned thirst needs a big cheap beer" »
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