Drinking for the Right Reasons
It’s often been said that the essence of the good life is about quality, not quantity.
And there’s no doubt drinkers are increasingly alive to that fact. The signs in both Australia and New Zealand are positive with statistics suggesting a gradual reduction in misuse, while consumers are trading up in quality and are willing to pay a premium price to do so.
Lion is well positioned to help this process along. We market the leading premium and craft beer ranges in both Australia and New Zealand along with an attractive portfolio of premium wine and spirits brands.
Few products attract greater passion than beer and we’re investing in a range of programs to encourage consumers to savour the flavour rather than simply drink for effect.
In Australia, our Vibrant Beer Culture initiative aims to celebrate all that’s great about beer – its myriad flavours, stories, rituals and its deep connection with the land. We’re implementing a range of initiatives to tap into Australia’s enthusiasm for beer and encourage a greater appreciation of what makes each glass of liquid gold so special.
In New Zealand Made to Match is an exciting campaign to win beer its rightful place at the New Zealand dinner table with popular chef Al Brown delivering intriguing insights on the virtues of beer and the food it works with and also taking time to debunk a few myths along the way.
Made to Match has already achieved fantastic results, delivering a substantial shift in the number of New Zealanders who believe beer goes well with food, greater understanding of the brewing process and improved perceptions of beer quality.
We also work with the Brewer’s Association of Australia and New Zealand across the Tasman to champion the beer industry and the contribution it makes to both economies while playing a constructive role in the debate about how to encourage a positive drinking culture in the community. Find out more about the beer industry and its positions on relevant issues here.