Vice pivots to beer with Old Blue Last launch

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,