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.

B&T Magazine
Posted by B&T Magazine

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.”

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“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.”