︎After seeing a decline in beer among younger consumers, Anheuser-Busch partnered with VICE to create a new premium lager for a younger demographic.

Old Blue Last’s approach to reaching this dwindling beer-drinking demo was two-pronged: First, create a liquid that had enough flavor for craft snobs to not scoff at while keeping it crushable enough for casual beer drinkers (aka party people) to enjoy. Second, create a brand that millennial’s could identify with and had a personality and product design that felt like it wasn’t your dad's beer brand.