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.