CUB is the brewing arm of Fosters Group

CUB is the brewing arm of Foster's Group

Carlton & United Breweries (CUB) has confirmed it has pulled the brand Victoria Pale Lager as it steps its focus on reviving Victoria Bitter. 

The 4.4% abv lager, launched in November 2011, was reportedly backed by a AUD6m (US$6.2m) marketing campaign. But CUB, the brewing arm of SABMiller subsidiary Foster's Group, confirmed to just-drinks today (14 March) that the brand has been removed. 

“With the focus on the renewal of Victoria Bitter, the decision was made to delete Vic Pale Lager,” the company said in an e-mailed statement, without detailing when the brand was pulled.

It is the first brand to be axed since Foster's was bought out by SABMiller in December 2011.

Last September, CUB said it was returning Victoria Bitter to its original 4.9% abv after the beer lost its market leadership status.

The company added in its statement today: “While it's early days, the momentum on Vic Bitter is going well, with a return to growth for the December quarter.”