Watered down

This is the second reduction in alcohol in two years, presumably aimed at keeping retail price levels.

But brewers only tinker with their product at their peril.

The assertion by Foster’s management that reducing the alcohol strength of VB will not affect the taste might not have the impact hoped for. Not many, if any, will actually be able to taste a difference.

Pundits have pointed out that the real danger for Foster’s is the perception rather than the reality that something is different.

That’s why the circumstances are perfect for an underground marketing campaign suggesting that real men with a real hard earned thirst drink a real beer.

Obviously, Foster’s is aware of this and has decided to support VB with Australia’s biggest ever beer ads, which will start airing this month.