Three years ago, Victoria Bitter launched its 6 per cent ABV beer, VX, to target the rise of mid-strength drinks.
Consumers loved the idea of staying out longer and drinking more in volume, while consuming less alcohol overall, so it only seemed a natural move for the brand.
Well, now it looks like they can stay out even later, as a new campaign introduces the VB Mid, a 3.5 per cent beer intended to compete in the fast growing market.
The company said in a media release the new drink is driven by Australians’ changing beer tastes, “with moderation no longer just a trend but a permanent part of Aussie beer culture”.
It comes at a time where more than 30 per cent of Aussie beer sales are now no, low or mid-strength – something that would have been unthinkable 20 years ago.
Created by Droga5 ANZ, part of Accenture Song, the campaign uses the iconic voice of William McInnes, who starts with the familiar refrain: “You can get it digging holes, and pounding in fence poles”, but a twist soon emerged.
After gulping from the can, he adds: “You’ve gotta get up and get at it again. VB’s got a mid-strength now too.”
The new drink has been described as a “knock-off that delivers the full body and flavour they love about the classic beer” – however it’s got one standard drink in each 375ml can or stubby.
“VB Mid stands apart from other mid-strengths with its bold, bitter flavour,” VB Marketing Manager Zac Gelman said.
“Sometimes a full-strength beer isn’t what you want at knock off. That’s why we’ve created VB 3.5 per cent, for those times when the day is done but the job isn’t”.
VB Mid is available nationally from 9 March at liquor stores across Australia.
CREDITS
Brand:
Asahi General Manager of Brand & Portfolio: Lauren Fildes
Asahi Head of Beer: Ben Eyles
VB Marketing Manager: Tessa Whittaker
VB Marketing Manager: Zac Gelman
VB Senior Brand Manager: Genevieve Greene
VB Assistant Brand Manager: Orla Dynes
Agency:
Agency: Droga5 ANZ, part of Accenture Song
Droga5 ANZ CEO & Accenture Song Marketing Practice Lead: Matt Michael
Principal Director: Michael McEwan
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Hugh Gurney & Joe Sibley
Creative Director: Adam Slater & Connor Beaver
Copywriter: Liam Jenkins
Art Director: Jacob Redding
Head of Strategy: Dave Collins
Design Director: Raphael Tamkalis
National Head of Production: Romanca Mundrea
Senior Producer: Eliza Malone
Senior Account Manager: Isaac Montebello
