AB InBev partners with Vice to create new beer brand

By James Beeson contact

- Last updated on GMT

Salty: Old Blue Last is described as a 'smooth, gose-inspired beer'
Salty: Old Blue Last is described as a 'smooth, gose-inspired beer'
Global drinks giant AB Inbev is to release a beer made in collaboration with Millennial-focused media company Vice.

Old Blue Last, named after the famous Shoreditch pub that Vice also owns, is to be released across the on-trade at the end of September.

The beer is described as a “smooth, gose-inspired beer that is a little sour and salty” and will be available in 355ml gold cans.

It is the result of a multi-year partnership between AB InBev and Vice, following Old Blue Last’s launch in the US in 2016.

'A beer brand with a difference'

AB InBev’s north Europe president Jason Warner said: “We jumped at the opportunity to work with one of the most pioneering media companies in the world, tuned into the Millennial generation, in creating a new beer brand with a difference. We can’t wait for beer fans to try it next month when it lands in the UK.”

“The Old Blue Last is likely the best pub in the world. I know that despite the fact I used to live in it and didn’t sleep for five years,” added Vice’s co-president Andrew Creighton.

“The Old Blue is an experience that is a creative, fun, delicious slice of Vice. Now with our friends at AB InBev we’ve created a delicious beer to match. I can die happy now that the UK will get to experience Vice, in a can or a glass with Old Blue Last beer.”

Camden TV advert

Last week, AB InBev-owned brewery Camden Town launched its first TV advertising campaign.

The ‘RaiseHells’ campaign, organised in partnership with ITV, seeks to “celebratate the eclectic and inclusive spirit” of the brewery’s birthplace and features Londoners that reflect the unconventional, “anything goes” spirit of Camden.

Meanwhile. The Campaign for Real Ale’s (CAMRA) Good Beer Guide​ – released this week – warned that brewing giants such as AB InBev are a threat to beer choice​ in the UK. 

Related topics: Beer

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