VB heads Foster's three-pronged assault on UK

Foster's is putting its weight behind leading Australian beer brand Victoria Bitter in the UK.

The company hopes to position VB as a competitor to its namesake lager brand Foster's, whose European rights it sold to Scottish & Newcastle in 2006.

VB is imported into the UK by FBG International, Foster's European beer division.

According to head of beer development Nick Crossley,

VB will be backed by an increased below-the-line marketing budget.

Alongside growing the UK distribution for VB, Foster's Group will also be backing Aussie brands Crown Lager and Carlton Cold.

Crown Lager will be positioned as a "premium brand", while Carlton will be promoted as a beer for "cool surfer dudes", says Foster's Group's senior communications manager James Craig-Wood.

All three beer brands will be pitched at premium price points, Craig-Wood added.

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