FIJI Bitter endeavours to enhance and maintain the reputation of Fiji Bitters' success and become a model for other brands.
Fiji Bitter intends to provide the best for its loyal consumers and overseas visitors with the 'taste of Fiji'.
Today, the market is rapidly changing and Fiji Bitter has to move with time, therefore a Fiji Bitter makeover was vital in growing the Fiji Bitter brand.
It has been 57 years since the dream to brew Fiji's very own beer became a reality.
During the colonial era, the beer lovers in Fiji had to make do with foreign brewed beers.
It was a time when the locals had to have a permit to drink in public bars. When the first Fiji Bitter was sold in the local bars, the locals were quick to acquire the taste and identified themselves with it.
The Fiji Bitter Draught Beer was the first to roll off the production line into the local bars in Suva and almost instantly became very popular. Its popularity and ever-growing market demand prompted the management of then known Carlton Brewery (Fiji) limited to introduce Fiji Bitter in the quarts 750 ml bottle.
Two years after operation, the Fiji Bitter "Long Necks" was introduced to the market. As years passed the Fiji Bitter became more and more popular and overshadowed all other beers in the country.
Fiji Bitter is still going strong expanding from the Fiji Bitter "Long Neck" to four other packages—Fiji Bitter pints or stubbies, the popular "Fiji Baby", Fiji Bitter in the Green cans and the Fiji Bitter Export cans.
For the past years Fiji Bitter beer has been supporting grassroots level sports, the sponsorship provides a way to positively support our brand values after all its 'Fiji Made', it also has proven to be positively received and embraced by the Fijian community and has helped contribute to the Fijians as a whole.
Fiji Bitter beer has been supporting the Marist Rugby Club for the past 36 years and this year will be the 37th year for Fiji Bitter to sponsor the Fiji Bitter Marist 7s.
Fiji Bitter beer has been the backbone of the 7s carnival for the past 25 years and will make this year the 26th, just to name a couple.
There are many other rugby tournaments Fiji Bitter continually support.
Grassroots level rugby helps players showcase their talents and be named in the national team, while some go as far as to play for other countries and overseas clubs.
Fiji Bitter is the real Fijian beer.It links the "holy trinity" of the people, the Island and the Beer.
Fiji Bitter is the number one beer sold in Fiji—with over 60 per cent market share. A Pacific icon traditionally brewed.