QUEENSLAND'S XXXX Gold beer has been knocked off its perch as the country's highest selling beer as Victorian Bitter regains the top spot it held for decades.
The latest Nielsen figures show that VB has a 12.2% market share of the off-premise beer market against 11.9% for XXXX Gold.
VB overtook XXXX Gold some time between December and February as the nation's most popular beer, following the beer's relaunch late last year under new owner SABMiller, which saw VB's alcohol content put back to 4.9% from 4.6%.
It's been a long road back to growth for the southern beer. VB had a national market share of 25% in 2000 but that declined every month for the next 10 years.
In May last year XXXX Gold officially became the nation's biggest-selling brew. At the time XXXX's mid-strength beer commanded 12.4% of beer consumed in Australia, while VB was on 12.3%.
Read more at The Brisbane Times