Editing Victoria Bitter (section)

==Marketing and promotion==
In 2009, Foster's replaced the slogan from the '60s "A hard earned thirst needs a big cold beer, and the best cold beer is Vic, Victoria Bitter" with "VB&nbsp;–&nbsp;The Drinking Beer" as part of a marketing strategy to reposition VB to a broader range of drinkers.<ref>{{cite news|url=http://www.smh.com.au/national/as-tastes-change-out-with-the-old-in-with-the-new-20100403-rkvp.html|newspaper=The Sydney Morning Herald|archive-url=https://web.archive.org/web/20151024062041/http://www.smh.com.au/national/as-tastes-change-out-with-the-old-in-with-the-new-20100403-rkvp.html |archive-date=24 October 2015|title=As tastes change, out with the old, in with the new|date=4 April 2010|first=Daniella|last=Miletic}}</ref> The new slogan, as part of a campaign called "The Regulars" included a brand website for the first time, including a production line live webcam. Advertising ran on TV and radio, in print, outdoor, online, and at point of sale.<ref>{{cite news|url=http://mumbrella.com.au/vb-unveils-the-regulars-and-ditches-the-hard-earned-thirst-7493|archive-url=https://web.archive.org/web/20150117174952/http://mumbrella.com.au/vb-unveils-the-regulars-and-ditches-the-hard-earned-thirst-7493 |archive-date=17 January 2015|date=8 July 2009|title=VB unveils The Regulars – and ditches the hard-earned thirst|publisher=mUmBRELLA}}</ref> In 2015, Carlton and United Breweries revived the "hard earned thirst" campaign.<ref>{{cite news|url=http://mumbrella.com.au/rhyming-voice-over-returns-to-victoria-bitter-tv-ads-following-controversial-axing-11-years-ago-322316|title=Rhyming voiceover returns to Victoria Bitter TV ads following controversial axing 11 years ago|date=2 October 2015 |archive-url=https://web.archive.org/web/20151012161329/http://mumbrella.com.au/rhyming-voice-over-returns-to-victoria-bitter-tv-ads-following-controversial-axing-11-years-ago-322316 |archive-date=12 October 2015|publisher=mUmBRELLA}}</ref>
In 2018, Victoria Bitter revisited the idea of knock off with the launch of a new campaign called new knock off times expanding its brand positioning to celebrate Australia's changing workforce.
Marking its 50th anniversary of TV advertising, the ad celebrates the change in Australia's workforce that's taken place over the half century. These days, there's no one time that people knock off. 4.00pm might still be the end of the day for some, but for others, it might very well be the beginning of their day.

In 2005, VB had started a promotion where [[David Boon]] became the face of Victoria Bitter beer for its 2005/06 summer advertising campaign called ''Boonanza''. Part of the promotion was the sale of a talking David Boon figurine with purchases of cartons of beer, which would make comments when prompted by [[Nine Network|Channel Nine]] commentary.<ref name="boony.mollyzine.com">{{cite web |url=http://boony.mollyzine.com/boony-sayings/ |title=Boony and Beefy Doll = Boony sayings |access-date=4 October 2011 |archive-url=https://web.archive.org/web/20120328012548/http://boony.mollyzine.com/boony-sayings/ |archive-date=28 March 2012 |url-status=dead}}</ref> In late 2006, the ''Boonanza'' promotion returned as ''Boonanza II'' for the [[2006–07 Ashes series]]. The promotion included former England cricket captain [[Ian Botham]] as a talking figure, who would interact alongside an updated David Boon figure.<ref name="boony.mollyzine.com" />

For the [[International cricket in 2007-08#December 2007|2007–08 Australian cricket series]], [[Shane Warne]] took over as VB spokesperson from David Boon.<ref>{{cite press release|url=http://www.fosters.com.au/mediacentre/docs/VB_Warnie_Release_300807.pdf|archive-url=https://web.archive.org/web/20090327094142/http://www.fosters.com.au/mediacentre/docs/VB_Warnie_Release_300807.pdf |archive-date=27 March 2009|title=VB and Shane Warne join forces|publisher=Fosters Group|author=Foster's}}</ref> Warne also had a talking figurine as part of a ''Warnie'' promotion, taking over from the highly successful ''Talking Boony'' dolls from the two previous ''Boonanza'' promotions.<ref>{{cite news |url=http://www.news.com.au/heraldsun/story/0,21985,22527695-2862,00.html |title=A real doll for Shane Warne|newspaper=[[The Herald Sun]]|date=4 October 2007 |archive-url=https://web.archive.org/web/20090606061930/http://www.news.com.au/heraldsun/story/0,21985,22527695-2862,00.html |archive-date=6 June 2009|first=Kelly|last=Ryan}}</ref>

On 6 July 2011, Foster's released VB packaged in limited edition 1958 heritage cans. The packaging had the original artwork of the 1958 VB product, but it also included a standard ring pull on each can, something which was lacking on the original.<ref>{{citation|url=http://www.campaignbrief.com/2011/07/vb-launches-limited-edition-19.html |title=VB launches limited edition 1958 heritage can|publisher=Campaign Brief|date=6 July 2011|archive-date=16 January 2014 |archive-url=https://web.archive.org/web/20140116223149/http://www.campaignbrief.com/2011/07/vb-launches-limited-edition-19.html }}</ref>

VB has invested heavily in sponsorships of Australian [[rugby league]]. It is currently the official beer of the [[National Rugby League|NRL]],<ref>[http://www.nrl.com/Sponsors/tabid/10630/Default.aspx Sponsors] {{Webarchive|url=https://web.archive.org/web/20111121000744/http://www.nrl.com/Sponsors/tabid/10630/Default.aspx |date=21 November 2011 }} – National Rugby League</ref> the naming rights sponsor for NRL Friday Night Football and the main sponsor of the Australian national rugby league team, the [[Australia national rugby league team|Kangaroos]].<ref>{{cite web|url=https://forums.leagueunlimited.com/threads/vb-kangaroos-sponsorship.393141/|title=VB Kangaroo's sponsorship|website=League Unlimited|author=Indelible|date=October 16, 2011|access-date=October 2, 2020}}</ref>

Victoria Bitter was also the main sponsor of the [[Australian Tri-Series]] for five years between 2001–02 and 2005–06. During this time the series was renamed ''The VB Series''.<ref>{{cite news|url=http://www.espncricinfo.com/australia/content/story/240654.html|archive-url=https://web.archive.org/web/20151024063558/http://www.espncricinfo.com/australia/content/story/240654.html|website=ESPN Sports Media|author=Cricinfo Staff|archive-date=24 October 2015|title=VB Series loses naming sponsor|date=14 March 2006}}</ref>

Victoria Bitter were sponsors of the away Test, ODI, and Twenty20 teams for the [[Australia national cricket team]] from 2008 to 2014. In 2013, Cricket Australia agreed to remove the logo of [[Muslim]] cricketer [[Fawad Ahmed]]'s uniform due to his faith's ban on alcohol.<ref>{{cite news|author1=Fox News|title=Cricket Australia agree to Fawad Ahmed's request not to wear Victoria Bitter logo in England|url=http://www.heraldsun.com.au/sport/cricket/cricket-australia-agree-to-fawad-ahmeds-request-not-to-wear-victoria-bitter-logo-in-england/story-fni2usfi-1226709612838|access-date=26 November 2014|work=The Herald Sun|date=3 September 2013}}</ref>

The previous advertising campaign was called the Stubby Symphony, where 100 members of the Melbourne and Victorian orchestras play the theme from ''[[The Magnificent Seven]]'' only using VB beer bottles. The campaign was created by [[George Patterson Y&R]] in Melbourne.

VB launched a new advertising campaign in Australia in July 2009 to coincide with the [[Special Broadcasting Service|SBS]] television broadcast of the 2009 [[The Ashes]] cricket series. They will drop the famous tag ''"For a hard earned thirst.."'' for ''"VB – The Drinking Beer"''.<ref>[http://mumbrella.com.au/vb-unveils-the-regulars-and-ditches-the-hard-earned-thirst-7493 VB unveils The Regulars – and ditches the hard-earned thirst] – mUmBRELLA.com.au, ''8 July 2009''</ref><ref>[http://www.bandt.com.au/dirplus/images/bttoday/newsletter/08_07_2009.pdf Droga5’s new VB TVC unveiled] {{Webarchive|url=https://web.archive.org/web/20090806175524/http://www.bandt.com.au/dirplus/images/bttoday/newsletter/08_07_2009.pdf |date=6 August 2009 }} – B&T Today, ''8 July 2009''</ref>