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Lion Nathan Launches Steinlager Pure

Lion Nathan Launches Steinlager Pure

Innovation marks fifth major portfolio announcement for 2007

Lion Nathan New Zealand announced the launch of Steinlager Pure at a function in Auckland last night. Steinlager Pure forms part of Lion Nathan’s current focus on innovation and export opportunities to drive growth.

Steinlager Pure is a smooth flavoured lager featuring all New Zealand ingredients; malted barley, hops, yeast, water, and is completely free of additives or preservatives.

Managing Director Peter Kean said the future for the business lay in harnessing new market opportunities, particularly ones with export potential. “With Steinlager Pure we have bottled the spirit of New Zealand,” said Kean. “Both Steinlager and New Zealand have enormous brand equity abroad. The natural New Zealand ingredients and additive and preservative free brewing, coupled with the stylish pack design of Steinlager Pure captures the best of both, making for a highly compelling export proposition,” he said.

Domestically Steinlager Pure offers consumers a true New Zealand premium beer. “Consumers are moving to New Zealand premium across all categories,” said Kean. “Steinlager Pure puts an all New Zealand super-premium option into the beer market as an alternative to European imports.”

Steinlager Pure is the fifth major initiative expanding Lion Nathan’s multi-beverage portfolio that has been announced this year, including the launch of MASH beer and McKenna bourbon, acquisition of Daniel Le Brun and securing distribution for Mahi wines.

There will be no change to the award-winning Steinlager Classic, which remains New Zealand’s biggest selling premium lager selling over 22 million litres locally and 8 million litres offshore annually.

Steinlager Pure will retail for $24.99 per dozen and will be available at leading liquor retailers and bars from 1 June 2007.

ENDS

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