Following the success of its release in the northern states last year, Lion has announced the national launch of XXXX Dry.
Despite being made available only in Queensland and the Northern Territory, XXXX Dry became the biggest beer launch in 2020.
After more than $12 million in retail sales in its first 12 months, it’s tipped to be the Australian beer industry’s biggest launch of 2021 also.
The new varietal is described as an easy-drinking, full-strength lager (4.2 per cent ABV), which is low carb.
“XXXX Dry represents everything that is great about XXXX and its easy drinking liquid makes it a beer made for today’s drinkers,” says Brand Director Chris Allan.
“This is the full-strength national brand from XXXX that we’ve all been excited about.”
Lion has a calendar of activity planned to drive sales and trial of XXXX Dry, both on-premise and off-premise, and the national launch will be supported by a new ad campaign across TV, out of home, radio, and digital.
“Off the back of our total XXXX trademark refresh, we can’t wait to see drinkers across the nation enjoying it this summer as we return to all the great activities we have missed over recent months.”
