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.
Original!