VB introduces low-carb beer as 'new crowd' of health-conscious drinkers rise

Victoria Bitter has entered the low-carb beer market after new data revealed Australians are demanding health conscious options.

Drinkers of the past often thought low-carb was not for them but a resurgence of demand for classic beer over the past four years have brought in a "new crowd", according to the brewery.

VB, which is owned by brewery giant CUB, says seven out of 10 of its drinkers revealed they would seriously consider a low-carb option.

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The rising demand has led to the classic brand today introducing its VB Low Carb with 33 per cent less carbs and 4.9 per cent alcohol by volume.

VB conceded its brewers were not sure it was possible but believed even "die-hard VB purists" will get on board.

"We are committed to innovations like this at CUB because it creates value for our customers and helps grow the entire beer category," CUB head of classic brands Sarah Wilcox said.