VB jumps on mid-strength beer bandwagon
Carlton & United Breweries brand, Victoria Bitter (VB), has launched a mid-strength addition to its line-up, aiming to deliver classic flavour at a reduced ABV.
With more than 30 per cent of Australian beer sales now no, low, or mid-strength, the release of VB Mid is driven by changing beer tastes – with moderation no longer just a trend, but a permanent part of Australia’s beer culture.
The new VB Mid is 3.5% ABV and 1 standard drink per can or stubby, compared to the 1.4 standards and 4.9% ABV of VB Classic. Brewed to deliver the VB character Australians know and love, the company stated VB Mid has a rounded bitterness and full body, showing that mid strength can also have big taste.
VB marketing manager, Zac Gelman, said VB Mid will super charge the mid-strength beer segment by giving consumers a new, full-flavoured option with less alcohol.
“VB Mid stands apart from other mid-strengths with its bold, bitter flavour,” said Gelman.
“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. That’s why we've created VB 3.5%, for those times when the day is done but the job isn't.”
VB Mid will be available from 9 March at liquor stores across Australia in 30 packs of 375 mL cans for RRP $65.99, and in a $19.99 six-pack and $57.99 24-pack of 375ml bottles.
