LION COOKS UP ANOTHER BEER PROMOTION

In Product releases, Suppliers by Clyde Mooney

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Brewing giant Lion is further blurring the lines between traditional mainstream brews and the crafty, foodie revolution, releasing a beer-focused cookbook for the man “keen to impress”.

Partnering with Random House Australia, Tooheys is promoting the Tooheys Cooking Handbook, with inviting imagery and 80 recipes celebrating beers from the iconic brand’s range.

In the spirit of the original Tooheys brothers, John and James, the book boasts a hands-on approach to realistic meals and “getting stuck in and giving cooking a shot”.

Featuring recipes using Tooheys New, Old, Extra Dry and the new craft-styled Darling Pale Ale, Lion brand director Tanya Marler says the initiative ties into the today’s drinker, wanting to learn about taste combinations.

“The Tooheys Cooking Handbook offers a chance for home cooks to see how Tooheys beers can inspire and be part of a cooking experience that covers a range of Aussie favourites, as well as Italian, Mexican and Asian inspired cuisine,” says Marler.

“We know that our adult drinkers are keen to experiment with beer matching and easy to follow recipes for home-cooked food, so we are thrilled to offer them a guide to suit every occasion where food brings people together.”

The Tooheys Cooking Handbook also offers beer-matching ideas and tips for pouring the perfect beer.

It has been released in time for Father’s Day, and is available in bookshops nationwide (distributed via RHA) and from the Tooheys online store. RRP $39.99. www.tooheys.com.au/shop

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