Victoria – Australia's entertainment capital, home of our best bars and restaurants and some of the world’s best coffee.
But not, it seems, the home to Australia's best beer.
The banana benders have snuck in under Victoria's guard to become the home of Australia’s favourite beer with the once maligned XXXX.
According to the latest Nielsen ratings XXXX now accounts for 12.4% of the Australian beer market, just edging out VB, which sits on 12.3%.
It's a big turnaround from last year when VB accounted for 13.6% of the market, and XXXX took 11.7%.
A spokesman for XXXX says the mid-strength beer’s turnaround is a result of young Aussie men embracing a healthier alternative to full strength beer.
"The mid-strength dynamic has clearly allowed Australians to find greater balance, which allows them to face up to those realities of modern-day pressures," he told News Ltd.
Now we're not saying this has anything to do with the fact the NSW Blues, who have gone without a series win for six years, are sponsored by VB.
Or the fact that Queensland's all conquering Maroons are sponsored by the new kings of the beer market.
But that can't be a coincidence, right?
Australia’s Favourite beers
- XXXX Gold 12.4 per cent
- VB 12.3 per cent
- Carlton Draught 9.3 per cent
- Tooheys New 7.1 per cent
- Tooheys Extra Dry 4.4 per cent
- Carlton Mid 3.8 per cent
- Carlton Dry 3.3 per cent
- Corona Extra 3.1 per cent
- Pure Blonde 2.6 per cent
- Hahn Premium Light 2.5 per cent