Victoria Bitter (VB) announced on Friday that from next year it will brew the popular beer using solar electricity.
The power will be generated from solar panels at the Karadoc Solar Farm, one of the largest in Victoria, under a 12-year Power Purchase Agreement (PPA).
Solar panels will be placed on top of its breweries at the Abbotsford Brewery in Melbourne and Queensland’s Yatala Brewery in 2020.
“Australia’s most iconic beer will soon be one of the most sustainable too. For over 165 years we’ve been satisfying the hard earned thirsts of hard-working Australians who have had the sun beating down on their backs,”
VB marketing director, Chris Maxwell, said.
“Now we’re going to get the sun working for us. As a brand that is manufactured in Australia, we need to do our bit for the environment to ensure we can continue brewing for centuries to come.”
“In the last year we have removed all plastic from our can packaging and we are proud that the iconic stubby uses less glass than any other similar sized beer due to its efficient design. This means less energy required to produce, and distribute to all corners of the country.”
“We ruffled a few feathers with our statement claiming that Victoria Bitter is changing, but it’s all for the better – we’re not changing anything about the beer itself. The taste, the alcohol content, the ingredients and the way we brew will all remain the same. We’re simply enlisting the Australian sun to help make our VB. So, the next time the sun is making you hot, just remember it’ll also be making you a cold one,” he added.
VB also created a new TV commercial promoting the new solar initiative to coincide with the football finals.