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Steinlager Celebrates Success


2008 has been an incredible year for iconic New Zealand brand, Steinlager.
Since its launch in June 2007 Steinlager Pure has had a hugely successful year with 1 million cases sold and 3.5% value share of the total beer market achieved.

Steinlager Classic which was first produced in 1958, also celebrates its birthday this year, turning 50.

The Steinlager trademark, now consisting of two premium lagers, continues to receive widespread acclaim from the trade, media and consumers. Steinlager Pure recently scooped a Bronze medal at the Australian International Beer Awards, and late last year won the M2 readers’ choice award. Steinlager Classic continues its award winning success both domestically and internationally, and again was asked to stand down from the Les Amis Du Vin awards, having won it four years in a row. In 2008 Steinlager Classic remains the biggest selling premium lager in NZ, experiencing 3% growth in the 2006/2007 year.

The success of both Steinlager Classic and Steinlager Pure has contributed to a strong year for Lion Nathan, which has seen a number of new brand acquisitions and innovation continuing to grow Lion Nathan’s extensive portfolio of beers, fine wines, spirits and RTDs.

Following the export success of Steinlager Classic, this year saw the distribution of Steinlager Pure into Hawaii (1 March, 2008) where early signs are it is performing strongly. Steinlager Classic is currently the best performing NZ premium beer brand in the world selling 1 million cases off-shore in 2007 (8million litres). Lion Nathan Managing Director Peter Kean says the future for the business lies in harnessing new market opportunities, particularly ones with export potential.

“Both Steinlager and New Zealand have enormous brand equity abroad, bottling the spirit of New Zealand and showcasing what New Zealand has to offer,” says Kean. “The success of Steinlager Pure has enabled us to grow the already very strong International demand for the Steinlager brand. The natural New Zealand ingredients of Steinlager Pure along with additive and preservative free brewing and the stylish pack design make for a highly compelling export proposition,” he says. “This forms part of Lion Nathan’s current focus on innovation and export opportunities to drive growth.”

According to Steinlager Marketing Manager Kerry Wheeler, Steinlager Pure has delivered 100% on the opportunity to launch a modern, all New Zealand premium lager using only pure ingredients sourced from the best place in the world.

“Steinlager Pure is a success story on all accounts. Launched off the back of an already strong New Zealand trademark, Steinlager Pure has cemented itself as one of the most successful beer product launches in the NZ market.”

Steinlager Classic continues to support the All Blacks after 21 years and this remains an important association for the brand.


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