Lion Beer, Spirits & Wine Australia
We are the largest brewer in Australia, bringing together four large and four small breweries across the country – from the iconic XXXX Brewery in Queensland and Boag’s Brewery in Tasmania to craft breweries such as Malt Shovel Brewery in Sydney and Little Creatures in Fremantle and Geelong.
Big or small, ale or lager, we believe in beer and are champions of our industry. From land to hand our brews are made from only 4 core ingredients – water, barley, hops and malt. Lion source over 100,000 tonnes of barley on an annual basis from an industry that engages with over 1000 farmers, who are involved in barley farming.
We have led the way in providing Australians flavoursome and credible lower alcohol alternatives, helping to embed moderation as a normal part of life. In fact, the biggest beer in the country – XXXX GOLD – is now mid-strength, and we’re proud to have led that change.
In a mature market our aim is to build high value brands and categories, and to reinvigorate interest in and appreciation of beer. To do this we are proactively investing in a strategy we call Vibrant Beer Culture (VBC) – where people drink for the right
reasons, appreciate a good beer, and are part of a sociable community. Our recent investment in a tourism and hospitality experience around the historic James Boag’s Brewery in Launceston is a great example. Here we are transforming the brewery into an area where people can learn more about beer and connect and be sociable – including brewery tours and tastings, displays of historical items from Launceston’s brewing history, a restaurant and bar overlooking the brewery and a unique space to accommodate larger conferences and functions.
Delivering on the needs and expectations of our customers remains critical to our long-term success and our ability to grow our categories for mutual benefit. We are proud of the fact we are ranked the #1 alcohol supplier in Australia, and a core plank of our strategy is continual improvement year-on-year.
While beer remains the main focus of our business, we have a strong stable of cider brands, including 5 Seeds, James Squire Orchard Crush and Kirin Cider, as well as a niche premium wine business, Fine Wine Partners. Fine Wine Partners brings together an enviable portfolio of pre-eminent wineries and brands include Argyle, Croser, Knappstein, Petaluma, Preece, Smithbrook, St Hallett, Stonier, Tatachilla, Two Tracks and Wither Hills. We are the third-largest supplier to the on-premise market and firmly focused on building value through authentic wine experiences.