Foster's Group is launching is Australian beer brands VB (Victoria Bitter), Crown Lager and Carlton Cold in Ireland, the UK and Europe, in competition with its namesake lager brand.

The company sold the European rights over Foster's Lager to former brewing partner Scottish & Newcastle last year for A$750m (US$625.2m), and now plans to conduct its new European push on a fully-imported basis.

The beers, pitched at premium price points and available only in packaged format, have already been rolled out in Ireland and will soon be introduced to Scotland before moving onto mainland Europe.

Meanwhile, the company has introduced Shanghai Lager into Australia through the Chinese restaurant trade.

Foster's retained the Shanghai Lager brand after selling its Shanghai brewery to Japanese beverage giant Suntory in June last year, as part of an exit from manufacturing in Asian markets including Vietnam and India.