Today Australia's favourite beer launched VB Midstrength Lager in response to the incredible (and growing) thirst Australians have for midstrength beer.
No, Aussies are not going soft. Blokes are still blokes - sports mad, willing to have a go and still dead keen on a beer with mates and the occasional late night lamb sandwich. But drinking habits are changing.
Now hang on you might be saying, what are they doing to my VB? Why VB Midstrength Lager? The fact is midstrength is the second fastest growing beer segment and the second largest*. Simply put, there is plenty of demand for lower alcohol beers but currently a limited brand selection. And as Australia's number one beer, VB is perfectly placed to provide a "Best cold beer" midstrength choice - VB Midstrength Lager (VB Mid). *Source: AC Nielsen Liquorscan MAT Mar 2007.
VB Mid is crisp and refreshing with 3.5% ABV or one standard drink per 375ml can/stubby. It's an easy drinking beer with mild fruity, malty flavours finished with a low level bitterness. In terms of the beer category - on average light beer sits at 2.5%, midstrength at 3.5% and full strength between 4.5% - 5% ABV.
In the perennially sunny states of Queensland and Western Australia drinkers aged 18 to 98 have long enjoyed midstrength beers, however demand is now increasing nationwide. Whilst drinkers outside the stronghold markets (in Queensland one in two beers consumed is a midstrength) are still getting to know the category and are more likely to be blokes aged 30 plus, its popularity is set to grow as consumers face more responsibilities and are increasingly health conscious.
"VB is a much loved Aussie beer and icon and we always consider any brand developments very carefully," said Peter Sinclair, VB spokesperson. "We're really excited that with the introduction of VB Mid, drinkers can now enjoy their favourite beer in a midstrength variety. But importantly if a midstrength beer is not your thing, you can still enjoy the trusty green can - rest assured, it's not going anywhere."
TV builder Scott Cam, a self-confessed VB fan, is the newly appointed VB Mid Ambassador, on board to help launch the new beer throughout Australia. "VB Mid has the taste we VB drinkers love but with a lower alcohol content, perfect for a few beers with the boys. I reckon blokes will love the fact that they've now got a VB for every occasion," said Cam.
VB Mid is the first mainstream VB line extension** boasting all of its highly recognisable trademarks - the stubby, the VB roundel and taglines, although it is easily distinguished from the original by its gold colour scheme.
Available to consumers nationally from May 1, VB Mid comes in 375ml stubbies and 375ml cans at a recommended retail price between $31 - $34 (stubbies 24 case).
Dan Holland - 03 9633 2286/0405 102 314 or dan.holland@fostersgroup.com
Felicity Watson - 03 8626 3626/0408 108 516 or felicity.watson@fostersgroup.com
