It may sound a little amusing, but it’s no laughing matter for the brewers of VB or the brand’s loyal consumers. The iconic Victoria Bitter brand has teamed up with marketing firm Clemenger BDDO to introduce a scheme that will have VB lovers licking their lips.
Consumers who generate solar energy from their rooftop solar installations typically receive a credit on their power bill for the excess solar they produce. Well, that credit can now be traded directly for a slab of VB delivered straight to your door.
How the solar exchange program works
Firstly, consumers will need to be signed up with energy provider Diamond Energy, or make the switch in order to redeem their VB credits. The offer is only available for Queensland, Victoria, South Australia and New South Wales residents, with just 500 spots available. All participants need to have a retailer only feed-in tariff and a smart metre.
The great thing about the scheme is you’re not just trading energy credit for beer, but you’re getting the VB at a reduced price. For every $1.25 worth of exported solar energy, you’ll earn a can of beer. Once you’ve reached 24 cans worth of credit, it can be redeemed for a carton delivered to your door. That means the carton only costs $30, which is certainly below the current retail price.
A quest for sustainability
VB was previously made by Carlton & United Breweries, who had signed a 12-year Power Purchase Agreement from the Karaduc Solar Farm in Victoria. The sustainability efforts have increased further with Asahi purchased the company in 2021. Asahi wants all of its global operations running on renewable energy by 2025.
Last year, VB itself was brewed with 100% offset solar energy, and this is a trend likely to continue as large companies make a push towards sustainability. Asahi, as part of its renewable targets, has already reduced water usage and introduced sustainable agricultural practices for the production of hops, barley and other materials.
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