were. But VBs strength back in its home in Victoria, and I think the other states, was always in packaged beer. Blokes drinking after work with their mates. That's where they've lost the real market share. Though I agree with your conclusion. They won't get many of their old fans back; and they'll probably keep losing the ones who stuck around - except for maybe Russell Crowe. Good move Not sold that it will shift current brand trajectory Other brands like Carlton Draught, Pure Blonde and Corona will need to start selling some volume in package outside of VIC to pick up the cost of this change Or is the strategy to hold wholesale price but reduce discounts in the independents? 'Amusing to me' does raise a valid point. Patts, or Clems i guess now, appeared to drive the redefining of the 'new' man which gave us Kebab, eating the coat of arms (ads i liked) plus the getting rid of everything they basically are presenting of what the brand needs to go back to And VB Midstrength Lager was the brain child of this team Erasmus you seem to be close to all the work done and might be able to help explain the move back to what was changed To all the people who are going to get on here and go on about "they should never have got rid of the old 'you can get it ...' campaign", just remember this - it was as that campaign