Victoria Bitter has re-entered the mid-strength beer market with the launch of a 3.5% version of its flagship beer.
VB Mid will be available nationally from 9 March, containing one standard drink per can or stubby. It will be sold in 30-packs of 375mL cans, 6-packs and 24-packs of 375mL stubbies.
VB Classic remains at 4.9% ABV.
The launch marks the brand’s second attempt at a mid-strength product – VB Midstrength, which evolved into VB Gold, was launched in 2007.
The launch comes as despite significant focus on the emerging no-alcohol category, mid-strength has quietly become one of the more significant structural shifts in Australian drinking.
While full-strength beer has been in near-continuous decline since the early 1980s, mid-strength has moved steadily in the other direction.
While total beer volumes have fallen substantially over the past 25 years, mid-strength moved in the opposite direction, not only within the beer category but grown as a share of alcohol consumption. Mid-strength’s share of the beer category grew from 9% to 22%, and its share of all alcohol consumed rose from 4.5% to 6.9%.
CUB notes that around one third of Australian beer sales are now no, low or mid-strength.
The move to position VB in the growing market comes as CUB already holds significant mid-strength market share through brands including Carlton Mid and Great Northern Mid, having stolen the dominent role that Lion’s XXXX Gold once held .
To coincide with the launch, CUB has released a new advertisement developed by creative agency Droga5 that adapts the VB jingle for the mid-strength context.
Media Release
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.
