Have you ever tried to tell someone who loves their VB (or any other mainstream beer) that there is little taste difference between their beer and others? Have you told them they could not tell the difference in a three-way blind taste test? It doesn’t go down well.
There is a disputte of delusional proportions. Right up until the glasses come out for the taste test. Fill the glasses up with VB and two other similar lagers. Ask which one is VB and they wont know. They’ll have an accuracy rate no better than chance.
Then something interesting will happen. Excuses. The glasses have soap in them. I’ve got a cold. You’re trying to trick me. And so on.
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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.
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