3 minute read
Lion Beer, Spirits Wine Australia
from Drinks Guide 2016
by Racs Salcedo
JAMES BRINDLEY, MANAGING DIRECTOR
With 2016 well under way, we are firmly focused on our core objective of reinvigorating the beer market.
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While 2015 remained challenging for the industry at large, there is a lot to be excited about as we move into the new year. In beer, craft, contemporary and international premium continue to flourish and we are investing ahead of the curve in encouraging a reappraisal of the category.
Core to this, has been the launch of our biggest category campaign to date, Beer the Beautiful Truth – the first initiative of its kind and scale in Australia. By busting common beer myths and providing consumers with nutritional information on the labels of our wholly-owned beer brands, we believe we can encourage people to make more informed choices about what they drink and reconsider beer as an option at the bar or bottle shop. This is not a short term campaign – we are committed to sustained investment to stimulate the category over the coming years.
During 2015, we were also proud to unveil a number of new investments in our breweries across the country. We invested $70 million in a new brewhouse and cidery at our West End Brewery in South Australia, making it one of the most versatile in our network. In craft, we unveiled the new White Rabbit Brewery in Geelong, showcasing a beautiful new barrel hall and bringing even more innovation and hospitality to the Geelong region alongside our Little Creatures Brewery and Dining Hall.
The place of brewing is important to fans of craft beer and we are excited about the role our brands such as Little Creatures, White Rabbit and James Squire continue to play in the growth of the category.
With a new state-of-the-art cidery under our belt and the launch of new 5 Seeds variants, including Night Orchard and Premium Cut, we will kick-start an exciting new campaign for 5 Seeds in the first quarter of 2016, which will deliver a refreshingly different take on the category.
We are also excited about the opportunities for our premium wine business in 2016. In September 2015, we opened a new Petaluma winery in Adelaide off the back of growing demand for Petaluma and Croser, and with the benefits of new free-trade agreements coming online, we see plenty of scope to build our brands at home and abroad.
In doing all of this, we remain absolutely committed to being a responsible producer and encouraging safe and sociable consumption of our great brands. We are proud of the traction DrinkWise Australia has already achieved with its ‘How to drink properly’ campaign and continue to support the ‘You won’t miss a moment if you DrinkWise’ campaign through our sponsorships. We will also be delivering a range of new low-alcohol options during the year, which will continue to support people in moderating consumption.
Our customers, as always, remain vital to our success as well as maintaining high levels of engagement and service being an absolute priority for our business. We look forward to working with you all in the coming year and thank you for your continued support.
HEAD OFFICE ADDRESS
Level 7, 68 York Street, Sydney, NSW 2000 Tel: 029 320 220 Web: www.lionco.com
STATE OFFICE DETAILS
NSW
5 Murray Rose Avenue, Sydney Olympic Park, NSW 2127
VIC
1320 Malvern Road, Malvern, VIC 3144
QLD
Corner Black and Paten Streets, Milton, QLD 4064
SA
107 Port Road, Thebarton, SA 5031
WA
Level 1, 173 Mounts Bay Road, Perth, WA 6000 TOP MEDALS/ACCOLADES AWARDED
Australian drinks Awards
• Overall Winner Best Innovation – Beer - James Squire The Hop Thief 5.0% • Overall Winner Best Presence in
Social Media – Beer - James Squire • Overall Winner Best Ad Campaign – Beer - XXXX (Masterbrand) • Overall Winner Most Loved
Brand – Beer - Corona • Best Innovation – Craft Beer - James
Squire The Hop Thief 5.0% • Best Presence in Social Media – Domestic Beer - Tap King • Best Presence in Social Media – Craft Beer - James Squire • Best Ad Campaign – Domestic
Beer - XXXX (Masterbrand) • Best Ad Campaign – Craft Beer - James Squire Full Range • Best Sales Achievement –
Craft Beer - James Squire • Most Loved Brand –
International Beer - Corona
TOP BRANDS
