Ab-Inbev and Vice's beer secures national off-trade listing

Vice, the global youth media company, has secured a national listing for its first beer.

Vice’s Old Blue Last Beer, - which is described as sitting between craft and premium beers because the producer believes it is “more accessible than craft, better quality than premium”– will now be stocked in the top 173 Tesco stores nationwide. The beer will retail at £7 for a six pack of 33.5cl gold cans.

The launch of the lager, which is made in partnership with Ab-Inbev, follows the recent announcement about Old Blue Last Beers’ #Canchester campaign, which will comprise a week of events in partnership with Vice, Noisey and other Manchester institutions.

Marcus Ray, global head of brand at Old Blue Last Beer and Vice, said: “After launch parties in New York and London we are now throwing a whole launch week for the good people of Manchester. To have a major listing like Tesco happen at the same time is perfect as it allows people up and down the country to get involved too – as we continue to launch in other cities we look forward to cracking open gold cans with as many of you as possible. On a personal level, I am really pleased to have Old Blue Last Beer stocked in Tesco because now my mum can see that I do actually have a proper job.”