VB Launches Mid-Strength Beer as Australians Shift Drinking Habits
One of Australia's most iconic beer brands is making a significant move as the nation's drinking patterns continue to evolve dramatically. Victoria Bitter has officially announced the launch of VB Mid, a new 3.5 per cent mid-strength beer, directly responding to increasing consumer demand for lower-alcohol beverage options across the country.
Growing Market for Lower-Alcohol Products
The brewer behind VB has revealed that more than 30 per cent of all beer sales in Australia now consist of no-alcohol, low-alcohol, or mid-strength products. This represents a substantial increase compared to just two decades ago, highlighting a fundamental shift in Australian drinking culture that shows no signs of slowing down.
VB marketing manager Chris McDonnell explained the strategic thinking behind the new product launch. "VB Mid is specifically designed for those moments when the day is done but the job isn't," McDonnell stated, emphasizing the beer's positioning as a balanced option for consumers seeking moderation without sacrificing the VB brand experience.
Marketing Campaign and Product Details
The launch features a new advertising jingle voiced by well-known Australian actor and writer William McInness, who delivers the memorable line: "But when you've gotta get up and get at it again... VB's got a mid-strength now too." This marketing approach directly targets consumers looking for more responsible drinking alternatives while maintaining brand recognition.
From a product specification perspective, VB Mid contains exactly one standard drink per 375ml can. This contrasts with the classic VB offering, which sits at 4.9 per cent alcohol content and contains 1.4 standard drinks per can of the same size. The new mid-strength option provides consumers with a measurable reduction in alcohol consumption while preserving the familiar VB taste profile.
Changing Australian Drinking Patterns
The introduction of VB Mid arrives alongside mounting research indicating that Australians, particularly younger generations including Gen X, Gen Y, and Gen Z, are consuming significantly less alcohol than their parents' generation did at similar life stages.
A comprehensive Flinders University study published in late 2025 found that Gen Z Australians are nearly twenty times more likely to choose complete alcohol abstinence throughout their lifetimes compared to Baby Boomers, even after researchers adjusted for various economic factors that might influence drinking behavior.
Dr. Kirrily Thompson, co-author of the groundbreaking study, provided crucial context for these findings. "Younger Australians are growing up in a fundamentally different social environment," Thompson explained. "Alcohol no longer occupies the central position in Australian social culture that it once did. We're seeing a normalization of alcohol abstinence, combined with digital socializing alternatives, rising living costs, and increased health awareness that collectively reshape how people allocate their time and financial resources."
Availability and Packaging Options
VB Mid will become available for purchase starting March 9th, 2026, across liquor stores nationwide. The product will feature multiple packaging formats to accommodate different consumer preferences:
- 30 packs of 375ml cans for volume purchasers
- 6 packs for casual drinkers
- 24 packs of 375ml bottles for traditional stubby enthusiasts
This launch represents a strategic adaptation by one of Australia's most recognizable beer brands to evolving market conditions and shifting consumer preferences toward more moderate alcohol consumption patterns.
