A Hard Earned Thirst needs a Big Cold Mid, and the Best Cold Mid is Vic
The best cold beer for a hard-earned thirst has launched a 3.5% mid-strength, giving beer lovers more ways to enjoy a VB.
The new VB Mid gives drinkers a knock-off that delivers the full body and flavour they love about the classic beer, but with just one standard drink in each can or stubby.
The launch is driven by Australians’ changing beer tastes, with moderation no longer just a trend but a permanent part of Aussie beer culture.
Around one third of Aussie beer sales are now no, low or mid-strength, something that would have been unthinkable 20 years ago.
VB Marketing Manager Zac Gelman said VB Mid will super charge the mid-strength beer category by giving consumers a new, full-flavoured option, with less alcohol.
“VB Mid stands apart from other mid-strengths with its bold, bitter flavour.” he said.
“VB is still the best cold beer for a hard-earned thirst but sometimes a full-strength beer isn't what you want at knock off, which is why we've created VB 3.5, for those times when the day is done but the job isn't.”
Brewed to deliver the famous VB character Aussies know and love, VB Mid has a rounded bitterness and full body, showing that mid strength can also have big taste.
To mark the arrival of VB Mid, the brand has rolled out a brand-new ad that brings a twist to on Australia’s most recognisable beer jingle by creative agency Droga5.
You can get it diggin’ holes… And poundin’ in fence poles… Eighty-eight posts, perfectly interspersed…
You’ve sure got a thirst.
And when the sun goes down and the day is done, there’s only one beer that’ll do.
But when you’ve gotta get up and get at it again… VB’s got a mid-strength now too.
New VB Mid 3.5%.
A hard-earned thirst needs a big cold beer. And the best cold beer is Vic. Victoria Bitter.
VB Mid is 3.5 % ABV and contains one standard drink per can or stubby.
VB Classic remains at 4.9% ABV with 1.4 standard drinks.
VB Mid will be available nationally from 9 March at liquor stores across Australia in 30 packs of 375mL cans, and 6 packs, and 24 packs of 375 ml stubbies.
