Lion Gives Aussies The Beer Brewing Answers They’ve Been Looking For

Lion Gives Aussies The Beer Brewing Answers They’ve Been Looking For
SHARE
THIS



Today Lion launches a new video series that continues the journey of busting myths and some common misunderstandings about beer. The Beer the Beautiful Truth content series, entitled ‘Brew & A’, answers real questions from Australians wanting to know more about beer and is another place where consumers get to learn more about what is in their favourite beers, how beer is made, and the different styles and tastes of beer.

In each of the videos, well-known media personality and beer enthusiast Gorgi Coghlan, is seen chatting to members of Lion’s Advisory Panel.

The group consists of leading experts in the fields of brewing, nutrition and health who are on hand to help answer the questions of consumers. They include Dr Sam Hay (General Practitioner), Catherine Saxelby (Nutritionist), Kirrily Waldhorn (The Beer Diva) and Chuck Hahn (Master Brewer).

The team will be answering many of the questions received from consumers through the Beer the Beautiful Truth website while the Brew & A videos will cover off questions like “How can beer be relatively sugar free?”, “Why does some beer taste bitter when others do not?” and “Why is beer still seen as more of a man’s drink?”.

Ben Slocombe, marketing director for Lion, said that the launch of Brew & A shows Lion’s continued commitment to serving up the beautiful truth about beer, and meeting the demand of Australians who want to know more about what’s in the beer they are drinking.

“By putting the call out for people’s questions about beer, we have created an open forum to discuss everything about Australia’s most loved alcoholic beverage. There is a real thirst for knowledge out there which has been proven by the more than 1,000 questions we have received to the website so far,” he said.

“It’s been fascinating to see some of the things that beer drinkers have been most curious about. What has come as no surprise however is that many don’t know for example how much sugar is in beer and that beer is in fact preservative free. It’s exciting that we are finally getting these facts out there, and able to have a conversation with our drinkers.”

The Beer the Beautiful Truth campaign kicked off in August last year after Lion announced that, in an Australian beer industry first, it would be adding nutrition information panels to bottles and cartons across its entire wholly-owned Australian beer portfolio.

The initiative was informed by consumer research that showed 87 per cent of Aussies don’t know what goes into beer[1], and 73 per cent wanted more information on the beers they drink.[2]

Subsequently, there are now millions of bottles of beer each year carrying helpful information on sugar, preservative, calorie (kilojoule) and carbohydrate content.

“Lion is committed to the Beer the Beautiful Truth campaign and to continue to give people even more information about what they are drinking. If Aussies are better informed about the beer they like to enjoy with their mates, then they are going to be better equipped to make a more informed decision on what drink they share with friends in moderation as part of a balanced lifestyle,” said Slocombe.

People can still ask any questions they may have about beer on the Beer the Beautiful Truth website – www.beerthebeautifultruth.com. All submissions will also go in the draw to win a luxury beer experience to Belgium.

The first round of Brew&A videos launch today, while the remaining ones in the content series will become available in the coming weeks.

The Brew & A campaign will be supported by radio, digital, social media and PR.
[1] Research conducted by FiftyFive Five on behalf of Lion (October 2013) with 962 adults aged 18-75
[2] Research conducted by Galaxy Research on behalf of Lion (January 2015) with 1,001 respondents aged 18-64.

Please login with linkedin to comment

Latest News

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House
  • Media

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House

A growing number of marketers are taking back control of their digital marketing campaigns as more cases of fraudulent and waste in programmatic spending emerge across the world. Mr Jay Shah, CEO of artificial intelligence group, OpenDNA, marketers were taking back control of critically important processes like customer targeting, as many digital and programmatic advertising, […]

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland
  • Campaigns

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland

With an Ashes summer rapidly approaching, Cricket Australia has put out a rallying cry to fans around the country to get behind our Australian women’s and men’s cricket teams under the banner #BeatEngland. The #BeatEngland campaign is built upon a simple truth – nothing brings Australia together like the prospect of seeing our cricketers beat […]

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]