VB pins hopes on mid-strength as Aussies drop classic beers
Updated . First published at
One of Australia's beer giants is pivoting to a new mid-strength product as the country's drinking habits continue to shift.
VB has announced the launch of a new 3.5 per cent mid-strength beer, dubbed VB Mid.
According to the brewer, more than 30 per cent of Aussie beer sales are now no-alcohol, low-alcohol, or mid-strength, a drastic change from just 20 years ago.
READ MORE: Video shows Vince McMahon ram $300,000 car in high-speed crash
VB is releasing a new mid-strength beer. VB
VB marketing manager said VB Mid was "for those times when the day is done but the job isn't".
A new jingle, voiced by actor and writer William McInnes, also focuses on the presumed need to face the new day.
"But when you've gotta get up and get at it again… VB's got a mid-strength now too," he says in the advertisement.
READ MORE: Bill Clinton had no knowledge of Epstein crimes, says Hillary Clinton
The country's drinking habits are changing across generations. Getty
VB Mid will be one standard drink per 375ml can.
VB "Classic" remains 1.4 standard drinks per can, at 4.9 per cent alcohol.
Research is increasingly showing Aussies are turning their back on a tipple, particularly the younger generations.
READ MORE: Clock ticks down as Trump's threat to Iran nears crunch time
"Our research shows that over the course of their lives, Gen Z are nearly 20 times more likely to choose not to drink alcohol compared to Baby Boomers, even after adjusting for sociodemographic factors," Flinders University's Dr Gianluca Di Censo said about a study published late last year.
"This isn't just a phase; it appears to be a sustained change in behaviour that could have long-term public health benefits."
Study co-author Dr Kirrily Thompson said the old place of prominence alcohol had in Australia's social life was changing after decades.
"Younger Australians are growing up in a different world – one where abstaining from alcohol is increasingly normal, and where digital socialising, rising living costs, and health awareness are reshaping how people spend their time and money," she said.
NEVER MISS A STORY: Get your breaking news and exclusive stories first by following us across all platforms.
- Download the 9NEWS App here via Apple and Google Play
- Make 9News your preferred source on Google by ticking this box here
- Sign up to our breaking newsletter here
Share a tip-off, video or photo with us
