VB Goes Mid with New William McInnes-Voiced Campaign

Why It Matters

The product expands VB’s portfolio into a high‑growth segment, challenging rivals like Great Northern Super Crisp and XXXX Gold and reinforcing Asahi’s stake in Australia’s evolving beer market.

Key Takeaways

• VB Mid 3.5% ABV targets growing mid‑strength market
• Over 30% of Australian beer sales are low‑strength
• Great Northern Super Crisp leads sales, boosting mid‑strength demand
• XXXX Gold 3.5% ranked third in 2025 sales
• Droga5 ANZ created campaign featuring William McInnes

Pulse Analysis

Australia’s beer landscape is undergoing a quiet revolution as health‑conscious consumers gravitate toward lower‑alcohol options. Recent research shows that more than a third of all beer sold domestically falls into the low, mid or zero‑alcohol categories, a shift driven by tighter drinking guidelines and a cultural move toward moderation. This trend has spurred brewers to diversify portfolios, with mid‑strength beers now delivering a sizable share of revenue and prompting new product development across the sector.

Against this backdrop, VB’s launch of VB Mid represents a strategic pivot for a brand traditionally associated with full‑strength lagers. By enlisting the familiar voice of William McInnes, the Droga5 ANZ‑crafted campaign taps into nostalgia while signaling a modern, responsible drinking message. The ad’s narrative—linking hard‑earned thirst with a “mid‑strength now too” tagline—aims to resonate with the everyday Australian who enjoys a beer but prefers a lower ABV for sustained enjoyment. The creative execution underscores VB’s intent to stay relevant amid changing consumer preferences.

Competitors have already capitalized on the trend: Great Northern Super Crisp has held the top‑selling spot for five years, and XXXX Gold’s 3.5% brew ranked third in 2025. VB’s entry into this space could reshape market dynamics, forcing rivals to innovate further while offering Asahi a foothold in a lucrative segment. If the campaign succeeds, VB Mid may not only boost volume but also reinforce the brand’s adaptability, setting a precedent for legacy brewers navigating the low‑alcohol wave.