Editing Victoria Bitter (section)

==History==
The origins of Victoria Bitter (VB) date back to the Victoria Brewery founder and head brewer Thomas Aitken, who developed the recipe in 1854.<ref>{{Cite web|title=Heritage – Carlton & United Breweries (CUB)|url=https://cub.com.au/about/heritage/|access-date=10 November 2018}}</ref> Like most [[Australian lager]]s, VB is made using a [[wort]]stream brewing process, and uses a portion of cane sugar to thin out the body of the beer.

[[File:Victoria-bitter.jpg|thumb|left|upright|alt=image of beer bottle|{{Convert|375|ml|floz|2|abbr=on}} stubby bottle, 4.9% ABV]]
It is available in 750 mL bottles (commonly referred to as a "Longneck", "Longie", "Seven-Fifty", "Bomber", "King Brown", or a "Tallie"), 500 mL cans ("Lunch greens", "The Big Cold Can"), 375 mL bottles ("Stubbies", a "Pint" or "Short-neck"), 375 mL cans ("Tinnies", "Boonies", "Green Cans" or "Gweens"), and 250 mL bottles ("Grenades", "Twisties" or "Throwies"). For a limited time only, VB was available in the [[Northern Territory]] in a 1-litre can nicknamed a 'Killer can' (Kilo can). As with all packaged beer sold in Australia it was for many years only available in 750 mL or 26 2/3 fl oz (1/6 imperial gallon) bottles, until the introduction of "stubbies" and smaller cans. In a testament to its long history and popularity, VB has acquired a number of nicknames, ranging from the abbreviated "Vic Bitter", "Veebs", polite "Very Best", "Vitamin B", "Very Bad" and "Victory Beer", for after a win in the footy. At Australian gatherings (for example, backyard barbeques) it is referred to as "The Staple" as being the default brand of beer consumed.<ref>{{Cite web |title=VB announce intention to change the iconic beer ... again |url=https://www.9news.com.au/national/vb-victoria-bitter-recipe-change-to-iconic-beer-news-update/8253d8cc-11f3-409b-8d99-ccf7708cc21a |access-date=2022-04-02 |website=www.9news.com.au}}</ref>

[[File:Victoria Bitter can.jpg|thumbnail|100px|The Victoria Bitter logo on a 375mL can]]
The beer began to gain wide popularity in the mid 1960s with an innovative [[television]] advertising campaign featuring a very similar recording to the theme from the film ''[[The Magnificent Seven]]'', images of working-class Australians at work and play, and a voice-over by notable Australian actor [[John Meillon]] used the slogan; "For A Hard Earned Thirst." The campaign was used until quite recently and was reinvented in 2018 with the launch of the 'New Knock Off Times' Campaign. In 2004, VB commanded more than a 25 per cent market share, meaning that one in four beers sold in Australia was a VB.<ref>{{Cite news|publisher=Australian Brews News|title=Australia's most popular beer|url=https://www.brewsnews.com.au/2012/05/31/australias-most-popular-beer/|access-date=10 November 2018}}</ref>

In July 2007, [[Foster's Lager|Foster's]] announced it would cut the alcohol content of VB from 4.9% to 4.8% in a bid to save millions of dollars in tax payments.<ref name="Fairfax Media"/> The brewer cut the alcohol percentage of VB further in 2009, reducing it to 4.6% in an effort to make further savings.<ref>{{cite news|title=Beers will be a little lighter|first=Daniel|last=Burdon|newspaper=The Centralian Advocate|date=3 July 2009|page=3}}</ref> On 3 September 2012, [[Carlton & United Breweries|CUB]] announced VB would be going back to its original 4.9% alcohol recipe and its original packaging.<ref>{{cite news|url=http://www.news.com.au/finance/aussie-beer-favourite-victoria-bitter-back-to-full-strength/story-e6frfm1i-1226464247134|archive-url=https://web.archive.org/web/20140308041034/http://www.news.com.au/finance/aussie-beer-favourite-victoria-bitter-back-to-full-strength/story-e6frfm1i-1226464247134 |archive-date=8 March 2014|title=Aussie beer favourite Victoria Bitter back to full strength|date=3 September 2012|publisher=News Corp}}</ref> CUB had received many complaints since it was changed to 4.6% in 2009, and the beer had lost a large amount of market share. The updated VBs began rolling out in late October 2012.<ref>{{cite news|url=http://www.heraldsun.com.au/news/victoria/aussie-beer-favourite-victoria-bitter-back-to-full-strength/story-e6frf7kx-1226464247134|newspaper=Herald Sun|date=3 September 2012|first=Aleks|last=Devic|title=Aussie beer favourite Victoria Bitter back to full strength}}</ref> As of 2013, VB was the most popular beer in Australia with 12.2 per cent market share.<ref>{{cite news|title=VB winning in battle of the brews|newspaper=The Daily Telegraph|access-date=10 November 2018|url=https://www.dailytelegraph.com.au/news/national/vb-knocks-off-xxxx-gold-to-be-crowned-nations-top-selling-brew/news-story/7cdfda585dfa514b7e44854ed3aec628}}</ref>