I work for CUB and thought I would throw in a couple of bits and pieces.
VB accounted for over $1 billion in retail sales in 2004 financial year
Over 9000 middies of VB are poured in pubs every hour
1 packaged VB is drunk every second of every day in Australia
I personally think the new ads are getting away from what VB stands for, but in saying that there is no longer the brand loyalty that there used to be 20 odd years ago. Like I have heard on this thread, everybody is willing to try something new or have a few beers that they would regularly drink in there repitoire. There arent as many dedicated VB men around anymore. The people who make these ads are metros themselves, so they think the new ads are the best thing ever - Fools!