Lion is hunting its “biggest areas of opportunity” through a new global role and dedicated positions. PubTIC asked the big brewer how this will affect pubs around Australia.
Following Matt Tapper’s recent appointment to the new role of managing director – global markets, dedicated leadership roles have been created to more effectively market in the changing landscape of alcohol consumption.
As of 1 October, Tanya Marler is now marketing – brand & innovation, Ben Slocombe is marketing director – category & planning, and Gordon Treanor was appointed marketing director – craft & cider.
Slocombe spoke to PubTIC about the strategy and ‘beer platforms’, and educating both consumer and frontline retailers.
“We are continually enhancing our research on the on-premise channel, to ensure that we provide our customers with the latest insights to support overall sales in venues,” said Slocombe.
“Recently we completed research reviewing consumers’ desire for draught beer, and will be further supporting this with the rollout of ‘Beer School’ – to provide training on beer to staff and venue operators around the country.
“On-premise is vital to the success of our new products, and we are aware of the consumer trend towards dining out at pubs and bars.
“We have four beer growth platforms, which play a vital role in terms of success. One of the platforms we feel is a key area that aligns with our growth is ‘With Meals’ – highlighting the perfect pairing of beer with meal occasions.”
Recognising the dynamic modern beverage marketplace, with flagging big-brand sales and the steady influx of artisanal alternatives, Lion plans to spoil and entice consumers with choice.
“It’s much more now than just a standalone product … it’s about educating the customer and consumer on the variety of choices they have with these products, and how they can further add to these options.”
Managing director of Lion Beer, Spirits & Wine, James Brindley, said the roles reflect the company’s appreciation that ‘craft’ and cider products require a more targeted marketing management approach.
“As Australia’s leading brewer, we are committed to revitalising the beer category and getting it back into growth.
“To achieve this, we need to build the brands consumers demand – while continuing to evolve the accessibility and relevance of the category. We believe dedicated brand and category leadership positions will support this dual focus.”
Lion recently released the latest James Squire instalment – The Swindler – at this stage exclusively at JS brewhouses and on-premise.
