Lion has released the next instalment of its ‘Beer the Beautiful Truth’ education campaign, with an expert panel answering questions in ‘Brew & A’.
Beer the Beautiful Truth (BTBT) has sought to educate consumers around common misconceptions, such as the make-up and sugar content of Australia’s most popular alcoholic beverage.
The latest instalment of the campaign sees media personality and beer enthusiast Gorgi Coghlan discussing real consumer questions with Lion’s Advisory Panel, made up of Chuck Hahn (master brewer and industry legend), Kirrily Waldhorn (The Beer Diva), and health practitioners Dr Sam Hay (GP) and nutritionist Catherine Saxelby. (see videos below)
Ben Slocombe, marketing director for Lion, told PubTIC ‘Brew & A’ is a commitment by the big brewer to satisfy increasingly discerning consumers – more than 1,000 of whom have submitted questions via the website.
“The ‘Brew & A’ series is another important step in the Beer the Beautiful Truth journey.
“The campaign is a long-term journey for us and along the way we hope to give consumers the information they are looking for to make more informed choices about what they drink.
“These videos answer some of the most frequently asked questions around beer and the way we see it is, the more information you have, the better.”
BTBT began in August last year, championing the much misunderstood fact that beer is “99.9% sugar free” and contains no preservatives, and introducing Australia’s first nutritional information panels on beer bottles and cartons.
The first Brew & A videos began this week, and more will appear in coming weeks, supported through radio, digital, social media and PR.
Meanwhile, Lion’s Global Markets program, also launched last August, has taken the first big step toward its goal of growing the brewer’s brands in Asia, the Pacific and North America.
Little Creatures will soon open its first overseas venue, in Hong Kong. It will be a 140-pax bar-restaurant, sporting a micro-brewery on site and showcasing the full range of Little Creatures and White Rabbit beers.
Program director Matt Tapper says the timing is right for this expansion, amid a growing preference for Australasian provenance.
“The Australian dollar has structurally declined, free trade arrangements are improving access to international markets, and an Asian middle class is emerging with an appetite to try new things,” said Tapper.