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Spotlighting Those Who’ve Kept It Pure

Media release: 5 March 2018

Spotlighting Those Who’ve Kept It Pure

Steinlager Pure Continues Successful Storytelling

Los Angeles-based Kiwi Zane Lowe and founder of Radio Hauraki Derek Lowe are the inspiration for the latest campaign from Steinlager Pure, celebrating the success of those who Keep It Pure.

The new TVC tells the story of Zane Lowe, whose father Derek Lowe was part of the revolution of the New Zealand music in the 1960s, launching the legendary pirate radio station Radio Hauraki. Thanks to his father’s legacy, freedom in the music industry allowed Zane to embark on a successful career as a radio DJ, live DJ, record producer and TV presenter.

Michael Taylor from Lion says there is great synergy between the story of Derek and Zane Lowe and Steinlager Pure.

“Being one of the founders of Radio Hauraki, Derek Lowe pioneered the birth of commercial radio. Before Hauraki, what could be played on air was totally dictated by the New Zealand government. It was Derek’s fight to play the music of his choice that has allowed his son Zane to pursue what has become an incredibly successful career.

“Zane has interviewed some of the biggest names in music and helped to launch musicians such as Ed Sheeran and Mumford and Sons. He’s played at Coachella and Glastonbury, opened for the Foo Fighters and toured with Skrillex, The Prodigy and The Weeknd.

“The success of both men comes down to being single minded in their vision and unafraid to push boundaries, so this Keep It Pure story is inspired by true Kiwi pioneership. Derek Lowe inspired his son Zane to keep it pure through his experiences with Radio Hauraki, and we’re sure the Lowes will continue their own legacy of staying true to themselves.

“In sharing their story, we hope we can inspire more Kiwis to embody what both Steinlager Pure and Zane and Derek Lowe stand for – keep it pure, no compromise.”

Zane Lowe joins an impressive line up of Kiwis who have already joined the Steinlager Pure campaign, including William Trubridge, Taika Waititi and Harvey Keitel. To watch the story of Zane Lowe, please visit


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