Mumbrella Australia

VB Goes Mid with New William McInnes-Voiced Campaign

Victoria Bitter (VB) has introduced VB Mid, a 3.5% ABV beer, accompanied by a new television campaign voiced by Australian actor William McInnes. The launch follows VB’s 2023 VX effort and targets the fast‑growing low‑ and mid‑strength segment, which now accounts for more than 30% of Australian beer sales. The campaign, created by Droga5 ANZ, positions the new brew as a moderate‑strength alternative for the “permanent part of Aussie beer culture.” VB hopes the move will capture consumers shifting toward lower‑alcohol options.