Victorian pride has been salvaged. Brewing industry figures show that VB has regained its crown as Australia's biggest selling beer, knocking off Queensland interloper XXXX Gold, which took the No. 1 position in May last year after decades of dominance by VB.
The latest Nielsen figures show that VB has a 12.2 per cent market share of the off-premise beer market, against 11.9 per cent for XXXX Gold.
VB's resurgence as the top beer follows its relaunch late last year under new owner SABMiller, which had VB's alcohol content returned to 4.9 per cent from 4.6 per cent, and led a new advertising campaign.
These changes sparked a turnaround, and in the three months to Christmas VB sales by volume rose 2 per cent.
It's been a long road back to growth for the beer. VB had a national market share of 25 per cent in 2000 but that declined every month for the following decade.
Nielsen figures show VB's percentage of the total beer market hit 11.7 per cent in the quarter to February, just beating XXXX Gold at 11.6 per cent.
Foster's owned VB before it was swallowed by London-based SABMiller.