Victoria Bitter is going green, with the Big Cold Beer to be delivered across Melbourne via electric vehicle from today.

The historic first will see Australia’s most iconic beer transported in a new Volvo FL all-electric truck, the first-ever electric vehicle in the Linfox fleet. And it will be the first of many Linfox electric vehicles that deliver Victoria Bitter as electric vehicle production ramps up worldwide.

The VB truck is the first mass-produced electric truck of its size in Australia and the first Volvo FL all-electric in Australia.

It will deliver beer like a regular diesel truck but in a sustainable way: transporting 100,000+ cans and stubbies each week from Asahi Beverages’ distribution centre in Melbourne’s west to bottleshops and beer lovers across the city.

In another boost for sustainability, the truck will be powered entirely by 100% offset solar power drawn from Asahi Beverages’ solar farm near Mildura in northern Victoria. The truck is the latest sustainability initiative from VB, which has been brewed with 100% offset solar electricity since last year.

Robert Iervasi, Group CEO of Asahi Beverages, which purchased Carlton & United Breweries last year, said: “Linfox has delivered VB for more than 50 years. It’s fitting these two Australian icons are taking this major step towards a sustainable future together.

“This truck will deliver VB and our other beers in a sustainable, safe and efficient way, which makes sound commercial sense.

“It is the first of many electric trucks that will deliver our beer. Transitioning our deliveries to electric vehicles will help us achieve our ambitious sustainability goals of reducing our net carbon emissions across our entire supply chain by 30% by 2030 and to zero by 2050.”

The VB truck is decked out in the famous VB green and can travel up to 250km before it needs recharging.

Linfox delivers hundreds of millions of litres of beer annually for Asahi Beverages.

Linfox Executive Chairman Peter Fox said: “Australia’s domestic freight task has doubled in the past decade and will continue to grow. To meet this demand, Australia’s road fleet will also grow and it is essential the fleet does this safely, efficiently and with reduced environmental impact.

“We are proud to introduce Volvo’s first electric vehicle in Australia to the Linfox fleet. The majority of Linfox’s carbon emissions come from transportation tasks. As we continue our journey to act sustainably and achieve zero net emissions by 2030, the way we operate will change in response, with more electric vehicles planned for our fleet and increased use of rail transport where viable.

“Together with our customers, we continue our commitment to build sustainable and reliable supply chains for the future.”

Volvo Group Australia President and CEO Martin Merrick said, “The transport industry is transforming at a rapid rate.

“Electromobility is rapidly gaining traction as a transport solution and we are proud to partner with Linfox and Asahi Beverages on this exciting new journey.”

“Environmental care is a core value shared not only by Linfox and Volvo Trucks, but also by Asahi Beverages and we are proud of those shared values.”

“We are committed to ensuring our vehicles will play their part in making our cities cleaner and more liveable.”

“This new truck represents the first step on that journey.”

Electric truck photo – Linfox Executive Chairman Peter Fox and Robert Iervasi, Asahi Beverages Group CEO

Electric truck_VNR

Media contacts:

Asahi Beverages – reid.sexton@asahi.com.au
Linfox – olivia_zan@linfox.com
Volvo – matthew.wood@volvo.com

One of the beers that kick started Australia’s craft movement three decades ago is returning on-tap to its place of origin, Western Australia.

Matilda Bay’s Redback wheat beer was originally created by master brewer Phil Sexton in 1986.

Mr Sexton parted ways with the original Matilda Bay in the early 1990’s, before returning to partner with Carlton & United Breweries two years ago and re-establish Matilda Bay Brewery in Victoria’s Yarra Valley.

While Redback remained in name, this is the first time Phil Sexton has brewed the beer in more than 30 years.

“This rendition of Redback is a riff on the original. It’s true to the first beer we brewed, but with the benefit of 35 years of hindsight and experience,” said Mr Sexton.

“It’s the beer I would have made back then, if I knew then what I know now. It was important for me to bring it back, as Redback is arguably the beer that kick started the whole craft beer movement. It has a strong place in the heart of most older craft beer drinkers.”

Redback was Australia’s first wheat beer, a trend that’s since moved out of vogue, until now.

“You might question the wisdom of releasing a wheat beer back into the Australian market. But with Redback we’re showing that you can make a wheat beer that is sessionable and easy to drink, while giving you the richness of experience that you get from using some wheat in the brew,” Mr Sexton said.

Redback is described as a sparkling blonde Belgian Wheat (Wit) ale style with a pale glow that draws on its origins. It’s 4.7% ABV.

Traditional, with a twist, Mr Sexton, son Harry, and the other brewers at Matilda Bay drew upon novel brewing techniques to bring this unfiltered beer to life.

The aroma is mandarin rind and floral spice with underlying fruit, a hint of hop spice and a slightly biscuity malt tone. Palate is creamy, soft yet firm; walking a delicate line between fullness and fineness while balancing lemon curd and earth fruit notes to produce a well- balanced mild palate with high drinkability. The finish is crisp and fresh.

Redback, the original wheat beer, will be exclusively available on tap from Friday at the following locations in WA: The Sail & Anchor (Fremantle), The Balmoral (Victoria Park), The Queens Tavern (Highgate), Brass Monkey Hotel (Northbridge), Kalamunda Hotel (Kalamunda), Como Hotel (Como) and the Captain Stirling Hotel (Nedlands).

Link to photos:
Redback Pics

For more information contact HeadlinePR:
Lisa Gilbert lisa@headlinepr.com.au

Victoria Bitter is pleased to announce its partnership with one of Australia’s biggest sporting events of the year, the 2021 State of Origin.

As the official beer sponsor of the NRL, VB is extending its hard-working partnership to the State of Origin through a range of touchpoints in stadium, across its retail footprint and social to support this year’s series.

Victoria Bitter has been a partner of the NRL since 2004, with this longstanding partnership testament to both brands’ hard-working values.

Victoria Bitter’s Head of Classic Brands, Hayden Turner said, “It is great for VB to be involved in State of Origin once again. Our brand is all about hard work and what better way for fans to enjoy the series than with an ice-cold VB in hand.”

NRL’s Head of Partnerships, Jaymes Boland-Rudder said ‘’ The NRL is excited to have VB involved with State of Origin and providing opportunities for fans to engage with VB whilst attending or watching State of Origin around the country. VB is synonymous with NRL fans and we look forward to bringing this partnership to life”.

This year, fans will have the chance to experience the hard-fought battles of State of Origin like never before from Victoria Bitter’s Hard-Earned Bay. Tickets to this exclusive bay are now available and includes access to an in-stadium bar serving full-strength Victoria Bitter, food vouchers and much more. There’ll be a Hard-Earned Bay at each State of Origin series match.

A limited-edition Victoria Bitter Official Origin Can featuring team colours from both New South Wales and Queensland has also been created. Three million cans will be produced for the State of Origin and can be purchased from bottle shops in New South Wales and Queensland.

For those watching from pub and clubs, VB’s Mates of Origin competition gives fans the chance to go in the running to win a 2022 State of Origin VIP package for themselves and two mates. The consumer promotion will be available at participating on-premise venues and will run from late May to mid-July.

The 2021 State of Origin series kicks off on Wednesday 9^th June 2021 at the Melbourne Cricket Ground, with game two and three details below:

Game Two (Queensland) – Sunday 27 June @ Suncorp Stadium

Game Three (New South Wales) – Wednesday 14 July @ Stadium Australia

High-res imagery can be found here.

For all media enquiries and more information, please contact:

Tess Buckley | TLA Worldwide on behalf of Victoria Bitter
tbbuckley@tlaworldwide.com | 0434 622 314