VB goes mid with new William McInnes-voiced campaign

Nathan Jolly

February 27, 2026 11:14

VB goes mid with new William McInnes-voiced campaign

You can get it any old how - and in any old strength

In 2023, Victoria Bitter launched VX, a 6% ABV beer intended to buck the rise of mid-strength drinks. It seems some trends are too lucrative to pass over, as a new campaign introduces the VB Mid, a 3.5% 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”.

The new 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 a hard-earned thirst is quenched and “you’ve gotta get up and get at it again. VB’s got a mid-strength now too.”

Victoria Bitter’s research found more than 30% of Australian beer sales are low, mid-strength, or zero alcohol.

Great Northern Super Crisp has been the best-selling beer in Australia for five consecutive years, highlighting a growing trend for mid-strength beers.

XXXX Gold, also a 3.5% ABV, was the third-highest selling beer in Australia in 2025.

Last summer, Carlton launched a major campaign last year for its Carlton Mid range showing typical Aussie men in a pub wearing midriff shirts.

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