A cryptic post has appeared on Victoria Bitter’s social media pages, boasting “things are changing at VB” and drinkers aren’t happy.

The company will today unveil its big announcement, saying “it’s changing for the better”.

Back in 2012 the taste and the alcohol content of the iconic beer subtlety changed and drinkers didn’t like it.

A year later the company was forced to go back to the old packaging and branding.

Victoria Bitter Marketing Director Chris Maxwell says the brand is “very conscious of the public outcry when we last tweaked Victoria Bitter”.

The announcement looks like a marketing ploy, designed to stir up controversy, but time will tell.