In 2020, Carlton & United Breweries announced its flagship beer, Victoria Bitter, was going 100 per cent solar following the company signing a 12-year power purchase agreement with Karadoc Solar Farm, south of Mildura in Victoria.

Australia’s largest brewer, which is owned by Japanese conglomerate Asahi Beverages, also installed solar panels on the roof of its iconic Abbotsford Brewery in Melbourne and atop Yatala Brewery in Queensland.

Now Carlton & United Breweries is furthering its sustainability commitment as Victoria Bitter has partnered with liquor retail chain Dan Murphy’s to deliver its Solar Exchange to thirsty customers.

The Solar Exchange program first launched in 2021, allowing consumers to exchange credit from their residential power bill – as a result of generating excess solar – for slabs of Victoria Bitter, via Australian renewable energy retailer Diamond Energy.

The new partnership with Dan Murphy’s enables participants to now collect cartons of the popular beer instore, with every $30 worth of credit able to be exchanged for a case of 24 VB cans or bottles, or a 30-pack of VB cans.

Carlton & United Breweries expects the Solar Exchange program will see more than one million beers handed over for solar credits during the next 18 months.

Carlton & United Breweries and liquor retailer Dan Murphy’s have teamed up to deliver the Victoria Bitter Solar Exchange program. Photo: Carlton & United Breweries.

“This Australia-first program was launched as a way to thank those who have made an effort to go solar with some hard-earned VB, and we’re excited to partner with Dan Murphy’s to bring the program to even more Aussie households,” says Hayden Turner, head of classic brands, Carlton & United Breweries.

“It’s a great deal for beer lovers and a great deal for the environment.”

Almost 20 per cent of the 258 Dan Murphy’s stores nationally run on solar power, and the sustainability strategy of parent company Endeavour Group outlines how it is committed to sourcing 100 per cent renewable electricity to power the business by 2030, and achieving net-zero emissions by 2050.

“We are passionate about sustainability at Dan Murphy’s, which is why we are so excited to partner with VB on its Solar Exchange program,” says Tyson Holbery, national renewal operations manager, Dan Murphy’s.

“With energy prices at an all-time high, there’s never been a better time for Aussies to switch to solar, and thanks to this program, customers can get rewarded with great brews.”

The VB Solar Exchange program was launched as part of Asahi Beverages’ sustainability plan, including a commitment to source 100 per cent renewable electricity by 2025.