Lion Pushes For Interest In Low Alcohol Beer In New Campaign

Lion Pushes For Interest In Low Alcohol Beer In New Campaign

Brewer Lion has launched a new beer, Hahn Ultra, with just 0.2 standard drinks to a bottle, in what it hopes will put fresh interest in the low alcohol category.

The campaign was created by creative agency Integer, with a tagline ‘The 0.2 Advantage’.

“To us, the 0.2 Advantage is that consumers no longer need to compromise, either on the time they’re able to connect with their mates over an ice- cold beer, or what they want to achieve tomorrow,” said Ben Slocombe, marketing director at Lion.

“There’s no need to say cheers with a lemon squash anymore.”

lion2

“In Australia, consumption of low alcohol beer has remained low compared to our international counterparts and understanding of its benefits have been limited. We hope that with the launch and campaign we will begin to see the dial shift and awareness increase, particularly given how popular mid-strength beers are locally.

“We believe Hahn Ultra is going to bring new interest into the low alcohol category. We are offering more choice to people who are looking to moderate their alcohol consumption, but still want to connect socially and enjoy a great tasting beer.”

 




Please login with linkedin to comment

Cloak & Dagger sydney views

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]