VB drinkers are hard working, true-blue Aussies who love the brand like they love their mother. They are our greatest fans.
And yet, our toughest critics.

Our earlier attempts to offer variants of our Classic VB failed to impress these super-fans. Inevitably without their blessing, the brews failed.
So this time, we knew we couldn't simply announce new VB Mid.

Instead, we needed VBs toughest critics to give our newest brew, their seal of approval.

But how do you spot the most die-hard VB lovers in the country?
Well, it’s simple. You look for their VB tattoos.

Creator: @the28yearoldmale

After a call out across VB socials, led by Content Creators,
536 VB tattooed legends sent in pictures of their arms, legs, torsos and body parts that will not be mentioned. Every tatt an entry to review our new brew in the way only a true VB fan can.

The owners of the top 20 VB tatts became official VB Taste Testers. Their filmed taste tests of VB Mid gave us genuine, user generated proof that even our harshest critics love new VB Mid.

AS AN EXTRA INCENTIVE,
the BEST TASTE TEST REVIEWER received another custom VB tattoo by inking legend, Mike Tea.

Over 3.7M views.
Over 3.5M Aussies have reached.
Click through rate 136% above benchmark.
536 tattoos entered.
20 legendary VB MID Reviews.
And one new VB tattoo.

With a humble production budget, we trusted in our fanbase and they delivered. Our VB loyalists tagged and shared the content with their mates, driving even more reach and participation organically.

What was essentially a sampling campaign quickly became social gold for the Brand, with our biggest fans continuing to share their reviews and ensure VB Mid stays top of mind.

CREDITS
1House, Asahi Beverages 2026
ECD: Dave Klein
CDs: Rohan Lancaster & Steph Kitchen
Copy: Ellen Fromm
AD: Andy Roberts
Content & Photography: Jack Gruber
Videographer: Anthony Bowler
Producer: Matt Werkmeister
Editors: Taylor Curry & Harry Sanders

A SNAPSHOT OF OUR 536 VB tattooed ENTRANTS.