In the dazzling and quickly frankly amazing Lion offices last Wednesday night, the B&T Award Winning Marketing Team of the Year celebrated the end of a hugely successful year.
A perfect blend of festive spirit and rooftop vibes, the event featured a sporty touch for the brand that is synonymous with a number of huge sporting franchises – including the NSW Blues and QLD Maroons, whose partnerships with Toohey’s and XXXX, respectively, came in first and second in B&T Sports Sponsorship Draft this year.
Reflecting on its standout moments from 2024, Chris Allan, acting marketing director of Lion Australia, told B&T that Lion’s success has been driven by a sharp understanding of evolving consumer preferences, creative storytelling, and sustainability.
Lion’s marketing prowess shone through several standout campaigns that captured consumer attention and reinforced brand loyalty. One of the year’s most celebrated moments was the resurrection of the iconic Tooheys ‘How do you feel?’ jingle. This nostalgic campaign became a cultural phenomenon when the NSW Blues celebrated their State of Origin victory by singing the jingle, cementing its relevance for a new generation of fans.
Lion doubled down on regional pride in Queensland with a bold activation for XXXX GOLD. The Pride in Your Origin campaign featured four giant cans of XXXX GOLD flown over Brisbane River and Suncorp Stadium, with NRL legend Johnathan Thurston joining the celebration.
“Looking back on the year that’s been, we’re proud of what we’ve achieved as a business on some of the best brands in the world, with our results led by an incredible team of people right across the organisation,” said Allan.
“It’s been a year of putting epic work out into the world”.
Another notable highlight was Hahn’s first venture into basketball, marked by the Hahn Hoops basketball tournament. Partnering with NBA legend Luc Longley, the three-week campaign brought Hahn into a fresh space, broadening its appeal. Meanwhile, Kirin Hyoketsu made waves with the debut of the Hyoketsu Ping Pong Social Club, complete with limited-edition jerseys that became highly coveted.
On the sustainability front, Lion took a significant step forward with the launch of Tooheys’ Reverse Osmosis Water Recycling plant at the Lidcombe Brewery. This $7.2 million initiative is expected to save the equivalent of 108 Olympic-sized swimming pools of water annually, underscoring Lion’s commitment to environmental sustainability.
Lion’s efforts were validated with several accolades, including the B&T Marketing Team of the Year award, the Best Diversity, Equity & Inclusion Award, and the inaugural Best Environmental Sustainability Initiative Award at the Australian Drink Awards. The Kirin Hyoketsu launch also earned Product Launch of the Year, showcasing the impact of Lion’s innovative approach.
“We were proud to win the B&T Marketing Team of the year award which is a testament to the hard work and dedication of so many people, including past and present Lion Marketing team members. These people and our amazing partners bring to life our brands and find new and engaging ways to connect them with our consumers,” Allan said.
Lion’s success in 2024 also stems from its ability to anticipate and respond to key industry trends. “One of the biggest trends that has influenced Lion this year is the consumer shift towards mindful choice options,” Allan reflected. As consumers prioritise moderation and functionality, Lion has led the charge with its Ultra platform, introducing a range of zero-carb beers across brands like XXXX, Tooheys, Hahn, and Byron Bay.
“Across XXXX, Tooheys, Hahn and Byron Bay, consumers can now find great tasting, zero carb beers. The mindful choice and lower carb beer trend is fuelling category growth on a global scale, particularly in the United States and New Zealand, but this push to zero carb shows the great innovation potential from right here in Australia and reflects the world-class Marketing, Brewing and Supply Chain capabilities that exists on our shores,” Allan said.
This mindful consumption trend isn’t confined to Australia; it’s driving growth globally, particularly in the United States and New Zealand. Lion’s zero-carb innovation demonstrates its capacity to deliver on both taste and health-consciousness, leveraging world-class marketing, brewing, and supply chain expertise.
With the full range of brands and tons of merch up for grabs, it was a dazzling night filled with Christmas cheer – celebrating a year filled to the brim with beer.
