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A new year, a new beer innovation from Lion

20 March 2007

A new year, a new beer innovation from Lion

Lion Nathan have launched a new range of beers in to the New Zealand market which are a refreshing new take on the traditional beer category.

The new MASH range of beers comprises of three variants, a golden lager, a citrus lager and an energy lager. The brand and the brews are designed specifically to fill a hole in the New Zealand beer market.

"MASH is unlike any other beer currently available, both in terms of its brand personality as well as the actual beer. MASH Energy Lager is the most revolutionary development we've seen in the beer category for decades, and the brand launch is just the beginning of a new era in beer innovation at Lion Nathan that is entirely driven by consumer need," says Ben Wheeler, MASH Marketing Manager.

The MASH Golden Lager is an easy drinking, crisp, refreshing lager and the MASH Citrus Lager is invigorating, offering a beer with a hint of lime. The MASH Energy Lager, with the addition of guarana, provides a great energy kick to go with its clean flavour.

"Every generation of consumers has different needs. Guys and girls in their twenties now are optimistic, adventurous, spontaneous and love to socialise with friends. MASH will very much be their beer," says Wheeler.

The strength of the new brand, especially given that plays in this space, is that it will be completely open to interpretation by the consumer.

"We can't wait to see what the drinker does with MASH - how they serve it, where they drink it, how they MASH their lifestyle with our product. Will they drink MASH Energy Lager over crushed ice before they head out for the night, or MASH Citrus Lager with freshly squeezed lime in something other than a beer glass? We believe the MASH experience will pave the way for a new generation to fall in love with the beer category," says Wheeler.

The MASH name reflects the point of difference with this product - mashing beer with flavours - and it relates to a core component of the brewing process. It is also reflective of a global phenomenon where iconic brands, people and experiences are mashing with others to create new products.

All MASH variants are available in 330ml clear bottles, are 5% ABV and available in 6pk and 12pk formats with RRP's of $10.99 and $19.99 respectively.


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