Brewer CUB is shouting Melbourne commuter paper mX another round, three years after publisher News Corp Australia called last orders.

But don't get carried away: The revival is just for four weeks and only on Wednesday afternoons.

The print promotion with Carlton & United Breweries kicks off in AFL Grand Final Week and celebrates the launch of a new beer with no alcohol in it, Carlton Zero.

News says the launch of two unexpected products is set to 'rewrite the rules' for the two partners. "Just like the launch of Carlton Zero, the stunt is designed to surprise and delight commuters and beer drinkers alike," according to News' Victoria head of content Ondrej Foltin. "Everyone loves a comeback. Sporting revivals are hugely popular - and fairly frequent - think Tiger Woods.

"But newspaper comebacks are much less likely. And that's exactly why we expect this improbable comeback will be so popular.

"mX was a much-loved newspaper with its own unique style that commuters really enjoyed reading on their way home."

At GXpress it sounds more like Clayton's than Carlton's - the beer you have when you're not having a beer - but the brewer says it marks a long- term shift in Australia's drinking habits. "We listened when Australians told us they want more opportunities to drink responsibly but still want a great tasting beer," says CUB Classic Brand Director Tim Ovadia

The 2018 special editions of mX will be available from Southern Cross, Flinders Street, Melbourne Central, Parliament, Flagstaff, and Richmond train stations on Wednesday afternoons, starting this week.

mX will return with readers' favourite sections including mX Talk, Goss and Glam and For What it's Worth , as well as the original quirky, playful tone to news of the day. Carlton Zero is already on sale.