Victoria Bitter: VB launches a 3.5 per cent mid-strength giving beer lovers more ways to enjoy

One of Australia’s most iconic beer brands is shaking things up as the nation’s drinking habits continue to evolve.

VB has announced the launch of VB Mid, a new 3.5 per cent mid-strength beer, as demand grows for lower-alcohol options.

The brewer says more than 30 per cent of beer sales across the country are now no-alcohol, low-alcohol or mid strength products — a significant jump compared to two decades ago.

VB marketing manager Chris McDonnell said the new brew was designed for balance.

“VB Mid is for those times when the day is done but the job isn’t,” he said.

A new jingle, voiced by Australian actor and writer William McInness, leans into that message.

“But when you’ve gotta get up and get at it again . . .VB’s got a mid-strength now too,” he says in the advertisement.

VB mid contains one standard drink per 375ml can.

By comparison, VB Classics sits at 4.9 per cent alcohol and 1.4 standard drinks per can.

The launch comes amid growing research showing Aussies — particularly Gen X and Y (younger generations) — are drinking less than their parents.

A Flinders University study published late last year found Gen Z Australians are nearly 20 times more likely to choose not to drink alcohol over their lifetime compared to Baby Boomers, even after adjusting for economic factors.

Co-author Dr Kirrily Thompson said alcohol no longer held the same place in Australia’s social culture.

“Younger Australians are growing up in a different world — one where abstaining from alcohol is increasingly normal, and where digital socialising, rising living costs, and health awareness are reshaping how people spend their time and money,” she said.

Their staple jingle that is recognisable to many beer lovers across Australia now features new lyrics.

“But when you’ve gotta get up and get at it again…

VB’s got a mid-strength now too.”

VB Mid will be available to purchase from the 9th of March across liquor stores in Australia featuring 30 packs of 375mL cans, and 6 packs, and 24 packs of 375 mL for stubby lovers.