Fragrance house

Victoria Bitter

Victoria Bitter is an Australian beer brand first brewed by Thomas Aitken in 1854. Aitken had founded the Corio Brewery in Geelong in 1851 before establishing the Victoria Parade Brewery in Melbourne. In 1907, Victoria Brewery joined several others to form Carlton & United Breweries. Victoria Bitter’s public creative identity includes an advertising anthem first used in the 1960s and campaign recordings by Australian actor John Meillon, which continued after his death in 1989 with his family’s permission. On 1 June 2020, AB InBev completed the sale of Carlton & United Breweries to Asahi Group Holdings, transferring Victoria Bitter into Asahi’s portfolio.