In recent years Carlton United Breweries “fiddled” with the recipe of the 158 year-old Aussie legend that is Victoria Bitter.
Changes were made to the taste, the label – the Victoria Bitter name was dropped in favour of just “VB”, and most dramatically the alcohol content was reduced – yes you read that right – to 4.6%.
Today the CEO of CUB Ari Mervis has written an open letter in the tabloid paper of each capital city declaring this whole fiasco a monumental cock-up and how he’s going to put things right. Refreshing to see a company admit a mistake, claim responsibility or it and set about fixing it.
The moral of this story is that sometimes products work for 150+ years because they were right in the first place. Research can be a very dangerous thing…
This is a bigger backdown that the moron from Cascade that downsized the Premium Lager stubbie from 375ml to 330ml bottles on the basis that drinkers wanted a sleeker, more contemporary sized bottle that was easier to hold. Needless to say, sales plummeted and the stubbie size returned to its traditional size. Took ’em a while, but.