Lion continues the consumer-focused expansion of its range, releasing the successor to the successful Furphy Ale and securing distribution of America’s number one hard seltzer, White Claw.
Furphy Refreshing Ale was launched in 2014. The name comes originally from a family business in Shepparton, Furphy, that made water tanks used by soldiers in World War I. A tale, often of the tall variety, swapped around the tanks became known as a ‘furphy’.
The same family today makes the stainless-steel tanks used for brewing Furphy Refreshing Ale, and worked with the brewer on the new release – Furphy Crisp Lager.
Released in a clear version of the distinctive ‘Furphy’ stubbie with 4.5 per cent ABV, Lion says the lager is the result of consumer research finding drinkers were looking for something really crisp and easy-drinking.
“In developing a lager from Furphy we wanted to make sure that it had the great quality and brewing credentials the brand is known for, whilst still being super refreshing,” explains Little Creatures Geelong head brewer Warren Pawsey.
“We think we’ve created a cracking lager – it’s light, crisp and offers the ultimate refreshment.”
This month Lion has also secured exclusive rights to import and distribute White Claw Hard Seltzer through a partnership with producer Mark Anthony Brands International (MABI).
Launched in 2016, White Claw has taken America by storm, securing almost 60 per cent market share in the burgeoning category.
Lion will exclusively offer the brand from October, initially shipping leading variants Mango, Natural Lime, and Ruby Grapefruit, with more to come.
“Making the decision to come here was an easy one, as consumers familiar with the brand in America have made sure to have their voices heard on our social media channels, demanding we bring White Claw to Aussie shores,” offers Davin Nugent, CEO of MABI.
Lion says White Claw is a natural fit its drinks portfolio beyond core beer, tapping consumer trends around lower calorie and sugar, and they are eager to see Australia’s response.
“We believe the seltzer category represents a significant growth opportunity for Lion over the coming years and we are looking forward to bringing the biggest seltzer brand in the world to Australia,” says Lion MD James Brindley.
