Victoria Bitter (VB) is launching a low-carb version this week, complete with a new campaign to target drinkers who are looking to reduce their carb intake without compromising on taste.

The new beer, VB Low Carb, boasts 33% fewer carbs than regular VB, while maintaining the full flavour and strength at 4.9% ABV.

"For generations, Aussies have known the best cold beer is Vic. Now, the best low-carb beer is Vic too," said CUB's Head of Classic Brands, Sarah Wilcox. "With the full flavour and strength of regular VB at 4.9% ABV, we reckon it will appeal to even the most die-hard VB purists. Our brewers weren't sure it was possible, but they did it and it's bloody good."

According to CUB, 7 out of 10 VB drinkers have expressed interest in a low-carb option. "In the past, some classic beer lovers thought low carb beer was not for them. But with 7 out of 10 VB drinkers telling us they'd seriously consider a low carb option, it is the right time for VB Low Carb," Wilcox said.

The new beer has also received an endorsement from former NRL star and Fox Footy host, Brian Fletcher. "VB Low Carb is a game changer as I can still enjoy my knock off, while worrying less about the carbs," he said.

VB Low Carb will be available in 375ml cans and bottles at bottle shops across Australia, with a recommended retail price of around $55. Victoria Bitter was first brewed in 1854 and has seen a resurgence in popularity over the past four years due to a nostalgic comeback of classic beer brands.

The campaign creative was handled by The Monkeys, part of Accenture Song, with media from PHD and 1House.