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Vice pivots to beer with Old Blue Last launch

Vice's Old Blue Last

Millennial media brand Vice is branching out into the booze business in partnership with brewery AB Inbev, it has launched a beer called Old Blue Last in the UK.

The outlet already owns a Shoreditch boozer of the same name and is extending the brand into stores in extravagant gold cans, following its US launch in 2016.

The curious brand extension carries the strapline: 'Beer for Drinking' and is being sold as "a smooth, gose-inspired" beverage.

Matt O’Mara, chief executive of Vice UK, said that drinking beer is "a favourite pastime at Vice". He added: "We’re looking forward to seeing Old Blue Last consumed wherever culture is imbibed across the UK and putting a glorious new pint or can into the hands of anyone who enjoys drinking beer as much as we do.”

Michael Poynton, UK project lead AB InBev, said "it’s been a long time coming," dubbing the partnership a ground-breaking collaboration between media and beer.

He concluded: "When we first started working with Vice we didn’t think it would result in developing a brand new product, but as the world’s leading brewer we pride ourselves on taking an innovative approach through exploring new partnerships and methods."

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