<div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>One of Australia's </span><a href="https://www.9news.com.au/alcohol" rel="" target="_blank" title="beer"><span>beer</span></a><span> giants is pivoting to a new mid-strength product as the country's drinking habits continue to shift.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>VB has announced the launch of a new 3.5 per cent mid-strength beer, dubbed VB Mid.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>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.</span></div></div><div><div id="adspot-mobile-medium"></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><strong><span>READ MORE:</span></strong><span> </span><a href="https://www.9news.com.au/world/vince-mcmahon-police-video-shows-former-wwe-executives-160kmph-car-crash-on-a-connecticut-highway/ab9aa57f-4e6f-4507-85fe-5923e093abc9" rel="" target="_blank" title=""><strong><span>Video shows Vince McMahon ram $300,000 car in high-speed crash</span></strong></a><strong><span></span></strong></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>VB marketing manager said VB Mid was "for those times when the day is done but the job isn't".</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>A new jingle, voiced by actor and writer William McInnes, also focuses on the presumed need to face the new day.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"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.</span></div></div><div><div class="OUTBRAIN" data-reactroot="" data-src="//www.9news.com.au/national/vb-turns-to-new-mid-strength-beer-as-australia-alcohol-habits-change/116eb7c4-71b7-4762-a861-58a263c80396" data-widget-id="AR_5"></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><strong><span>READ MORE:</span></strong><span> </span><a href="https://www.9news.com.au/world/hillary-clinton-deposition-jeffrey-epstein-investigation/82edb9b0-fa41-4f7c-8073-7aa5e8a43f44" rel="" target="_blank" title=""><strong><span>Bill Clinton had no knowledge of Epstein crimes, says Hillary Clinton</span></strong></a><strong><span></span></strong></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>VB Mid will be one standard drink per 375ml can.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>VB "Classic" remains 1.4 standard drinks per can, at 4.9 per cent alcohol.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>Research is increasingly showing Aussies are turning their back on a tipple, particularly the younger generations.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><strong><span>READ MORE:</span></strong><span> </span><a href="https://www.9news.com.au/world/how-us-strike-on-iran-could-unfold-potential-consequences-donald-trump/58e36503-6aa8-47d3-9bc6-5d737f358328" rel="" target="_blank" title=""><strong><span>Clock ticks down as Trump's threat to Iran nears crunch time</span></strong></a><span></span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"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 </span><a href="https://news.flinders.edu.au/blog/2025/10/07/drinking-through-the-generations/" rel="" target="_blank" title=" about a study published late last year"><span>about a study published late last year</span></a><span>.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"This isn't just a phase; it appears to be a sustained change in behaviour that could have long-term public health benefits."</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>Study co-author Dr Kirrily Thompson said the old place of prominence alcohol had in Australia's social life was changing after decades.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"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.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><strong><em><span>NEVER MISS A STORY:</span></em></strong><span> </span><em><span>Get your breaking news and exclusive stories first by following us across all platforms.</span></em></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><ul><li><strong><em><span>Download the 9NEWS App here via</span></em></strong><span> </span><a href="https://apps.apple.com/au/app/9news/id1010533727" target="_blank"><strong><em><span>Apple</span></em></strong></a><span> </span><strong><em><span>and</span></em></strong><span> </span><a href="https://play.google.com/store/apps/details?id=nineNewsAlerts.nine.com&amp;hl=en_AU&amp;pli=1" target="_blank"><strong><em><span>Google Play</span></em></strong></a></li><li><strong><em><span>Make 9News your preferred source on Google by</span></em></strong><span> </span><a href="https://9.nine.com.au/8x987w" target="_blank"><strong><em><span>ticking this box here</span></em></strong></a></li><li><strong><em><span>Sign up to</span></em></strong><span> </span><a href="https://login.nine.com.au/edm?client_id=nineatnine" target="_blank"><strong><em><span>our breaking newsletter here</span></em></strong></a></li></ul></div></div>