Foster’s is to launch Australian lager brand VB in the UK supported by an Ashes related promotional campaign.
VB is to be imported and marketed by FBG International, a subsidiary of Foster’s Group, which took back distribution of the larger brand from Scottish & Newcastle earlier this year.
The off-trade launch coincides with the brand’s shirt sponsorship of the Australian cricket side, captained by Ricky Ponting (pictured), which will play England this summer for the Ashes.
VB is also to launch an in-store promotional programme to support the sponsorship.
Nick Crossley, head of beer at FBG International, says launching the brand just ahead of the Ashes series will provide “mass awareness”.
He adds the television, print and online coverage of the cricket series will ensure exposure for the VB logo.
VB will be available in the 375ml ‘stubby’ bottle and 375ml cans and will be available in outlets including Tesco’s, Majestic and EH Booth.