Lion today announced it had reached an agreement with Diageo to add Guinness and Kilkenny to its Australian portfolio from 1 November 2012.

Lion will manage the local brewing of Guinness Draught, Kilkenny Draught and Extra Stout, as well as distribution, sales and marketing for both brands in all existing formats, in line with Diageo global brand activity.

James Brindley, Managing Director Lion Beer, Spirits & Wine Australia, said Lion is thrilled to welcome Guinness and Kilkenny to its portfolio in Australia.

“These brands strengthen our leading international premium portfolio, with Lion now offering six of the top ten beers in this fast growing segment. Guinness and Kilkenny have fantastic heritage and we are delighted to have the opportunity to further grow these brands in Australia,” said James.

 The new agreement extends the partnership Diageo has with Kirin in the Asia-Pacific region. Kirin is Diageo’s distribution partner in Japan, and Lion currently manufactures and distributes Guinness and Kilkenny in New Zealand through a pre-existing relationship with Diageo.

 “As the largest spirits and RTD producer in the market, we will continue to focus on growing our portfolio of market-leading spirits and RTD brands. We welcome the new agreement with Lion in Australia, and at the same time, we have enjoyed a successful and productive relationship with Foster’s for the past nine years and would like to thank them for their co-operation,” said Tim Salt, Diageo Australia Managing Director.

Foster’s will continue to manufacture Guinness and Kilkenny in Australia until 31 October 2012. Diageo and Lion will be working to manage a smooth transition for customers in the coming months leading up to 1 November 2012.

Bacon flavoured beer, a rubber bottle to prevent breakage, and pick-up lines on a bottle cap. These are among some of the suggestions that Hahn has received so far as part of its new Hahn Academy campaign, inviting people to think, imagine and even create bold new beer ideas by submitting them via the Hahn Academy website.

Whatever the idea may be, Hahn Academy wants to hear about it and is currently challenging people (aged 18 and older) to come up with the next great beer innovation. If an idea captures the attention of Hahn innovators, it could be tested, refined and even prototyped by the Hahn Academy.

Ideas can be submitted at Hahn.com.au and each month an idea will be chosen, with the winner receiving $1,000 gift card and a chance to see their idea brought to life. Five runners up also will receive $45 gift card.

Launched earlier this year, Hahn Academy is all about what the team at Hahn call ‘pioneering beering’.

Jon Bradshaw, Brand Director at Lion said: “When it comes to brewing, Hahn has always taken an unconventional approach, challenging the frontiers of contemporary brewing. In many ways we are a pioneer. When people said you couldn’t create a great tasting light beer, we developed Hahn Premium Light. When they said low carb beers were for girls, we created Hahn Super Dry.”

According to Bradshaw, Hahn’s approach is about continually challenging convention.

“We’re always open for new ideas so we decided to cast the net wider and ask Aussies what they want from their beer. From this, the Hahn Academy was born. The most exciting part is that we may be able to actually run with the ideas and bring them to life,” Bradshaw said.

The Hahn team is currently looking at the first winning idea – bacon flavoured beer – and has begun to work with their brewers to create the perfect recipe. “When it’s ready we’ll be sure to send it to our winner to see if the concept is as good on paper as it is in real life,” Bradshaw said.

More recently the team has been innovating with new brews, developing Hahn Harvest, based on feedback from their drinkers which showed that they want variety and flavour in their beers. “It’s just another example of pioneering beering,” Bradshaw said.

Idea submissions for Hahn Academy will be open until the end of September.

To check out some of the suggestions or to submit an idea visit www.hahn.com.au

- ENDS -

Notes to editors:

About Hahn Harvest

The Hahn Brewers love finding ways to make beer even better and Hahn Harvest is a case in point. They have used the finest ingredients to create a smooth, full flavoured Australian Ale, honey gold in colour with subtle hops, slightly fruity aroma and a balance of distinctive malt character and sweetness.

Hahn Harvest is available exclusively at Woolworths Group for $17.00 RRP for a 6-pack or $46.00 RRP for a carton of 24.

About Hahn

Hahn is one of Australia’s leading brewers and launched in 1986 with its first beer Hahn Premium. Taking its name from brewer Charles ‘Chuck’ Hahn, Hahn has always had a focus on innovation and challenging convention and since launching the team has released a number of new brews including Hahn Premium Light (1998), Hahn Super Dry (2006), Hahn Super Dry 3.5 (2009) and now Hahn Harvest (2012).

For further information or high resolution images contact Res Publica: Catherine Guyder | 02 8297 1503 | cguyder@respublica.com.au

Alicia Ford | 02 8297 1512 | aford@respublica.com.au

Over the past few months the team at XXXX GOLD asked Aussies to share their thoughts on what would help make XXXX Island the ultimate destination for those who love the good life. Enticing consumers with a chance to win a trip to XXXX Island valued at $10,000, xxxxisland.com.au was inundated with more than 3,000 ideas from across the country, ranging from a floating fishing bar and a beach poker table, to a cinema-sized floating TV screen.

More than 27,500 votes were cast and the top five ideas selected, with each of the winners scoring one of the first coveted trips to XXXX Island for themselves and three mates when the island officially opens in October.

 Anna McMillan, XXXX Marketing Manager, said: “We had some amazing ideas, but when we came across the winning submissions, we thought they were just brilliant. XXXX Island is all about offering Aussies the chance to experience the good life and enjoy a weekend away with their mates, and these ideas will help make their time on XXXX Island an even greater experience.”

 The other winning ideas are:

 • The Tree House – A fully decked out tree house overlooking the beach (think Swiss Family Robinson) with the addition of a fireman’s pole and basketball hoop. Submitted by Rhys Edwards from New South Wales.

• XXXX Footy – Positioning floating footy posts 20 metres offshore where guests can kick for goals from the beach. The ball would be attached to a fishing wire so it could be easily retrieved. Submitted by Dale Bromley from Western Australia

• Bruce the Beer Butler – Board shorts and tails; a butler who will make sure every minute of every hour of the day is pure gold. Submitted by Jeremy Rigby from Queensland.

 • Auto Lotion Sprayer – Avoid that awkward moment when you need to apply sunscreen to your mate’s back. The automatic machine would spray you with sunscreen before you go about your activities on XXXX Island. Submitted by Graham Wallis from New South Wales.

Some of the other shortlisted ideas included:

 • The ‘Hall Pass’ Call Centre – A dedicated room where staff will take all calls from wives, girlfriends, husbands, boyfriends and everyone else so that you can enjoy an uninterrupted few days of the good life (except in emergencies, of course).

 • Beach Poker Table – Guys love poker, but why should it be indoors. Bring the game outdoors with a poker table and stools placed in the shallow depths of the water.

 • The XXXX Dog – A playful pup to keep the guests on XXXX Island company. The XXXX dog, called “Digger” would help fetch beer from the fridge.

 • XXXX Mate’s Trophy Room – A room dedicated to past mates’ experiences, showing off photos of the biggest catch or from games played on the island.

The XXXX GOLD team is currently considering logistical needs to bring these ideas to life on the island and will keep consumers updated on how they are progressing with the ideas via xxxxisland.com.au.

There are still plenty of opportunities for consumers to have the chance to win a trip to XXXX Island and experience the good life with their mates. In the coming weeks, consumers will be able to win a trip for themselves and three mates through XXXX GOLD’s national on-pack promotion and second chance giveaway online. From now until September, they could also win through skills-based activities at select XXXX GOLD Retreat and Container Bar stops via the “XXXX Island Challenge”.

For more information on how you can win a trip to XXXX Island or to get involved, visit www.xxxxisland.com.au. -ENDS-

About XXXX GOLD

XXXX GOLD was first launched in 1990 and at 3.5% alcohol by volume is Australia’s leading mid-strength beer, and is now the country’s biggest beer by volume. For more than two decades, XXXX GOLD has been a supporter of both sport and the community across Australia. In 2007, XXXX GOLD unveiled the XXXX GOLD Beach Cricket Series, bringing some of the world’s best former cricketers to Australian beaches to compete in custom built stadiums. Supporting XXXX GOLD are also the XXXX Angels and XXXX GOLD Retreat, appearing at towns and events around the country.

Media Contacts Catherine Guyder on 02 8297 1503 / 0422 403 851 or cguyder@respublica.com.au Alicia Ford on 02 8297 1512 / 0431 863 452 or aford@respublica.com.au

4 June 2012: Lion today announced the appointment of The White Agency as digital partner for its Australian Beer & Wine brands.

Matt Tapper, Lion – Beer, Spirits & Wine Marketing Director said that Lion is looking to break new ground in the technology space and White is the agency best positioned to partner with us on the journey.  

“While White will challenge us strategically, they also shared a roadmap aligned to our vision for the future.  The consumer is very much at the heart of what we do. As they are increasingly empowered by technology, we must continue to break new ground to stay relevant.

 “White’s experience in the delivery of world class solutions and a strong leadership team will evolve our marketing model, as we continue creating the most adored brands in Australia.

 “Most importantly, White has a group of people who will join us in making a real difference, and have a great time doing it.

 “In all honesty, we were spoilt for choice, in that Amnesia Razorfish, R/GA and Sapient Nitro were all extremely competitive. However the Lion team feel The White Agency best meets our needs.” said Tapper.  

 Sandy Park, The White Agency Managing Director said “We’re thrilled about winning this business.  Lion is one of Australia’s leading marketing organisations and to be selected to take them forward in the digital space is an honour. Throughout the pitch process, the Lion team not only showed their broad thinking but an openness to be challenged.  We’re really looking forward to joining them to deliver some fantastic work”.

 For further information, please contact:              

Stephanie Gold, Lion External Relations Manager: 0409 053 906                                                                   

About Lion
Lion brings together great household brand names including Tooheys, Dairy Farmers, XXXX, PURA, Hahn, Berri, Speight’s, King Island Dairy, Boag’s, Yoplait, Wither Hills and COON. 

We believe business success comes from investing in our people and brands and by constructively engaging our stakeholders. Lion employs over 7,000 people across Australia and New Zealand and delivers revenues in excess of AU$5 billion.  

In addition to direct employment, we make a significant contribution to the Australian and New Zealand economies. We are one of the region’s largest purchasers of agricultural goods and an integral component of the retail, hospitality and tourism industries.  

Our products accompany life’s sociable moments, whether it’s a family meal or good times at the pub with friends. Dairy, juice, soy and the responsible enjoyment of alcohol beverages are all part of a healthy lifestyle for many people and we aim to maximise the community wellbeing arising from the enjoyment of our products while playing a leading role in helping the community minimise misuse.

Thursday 15th March, 2012 – Fast becoming Australia’s favourite beer, XXXX GOLD, today announced it has acquired a 15- acre island on the Southern Great Barrier Reef – called ‘XXXX Island’.

Designed to be the ultimate destination for mates’ trips away, XXXX Island will offer Aussies the chance to experience what XXXX GOLD terms the ‘good life’ – a relaxing few days where you can do as little, or as much, as you want with activities including fishing, touch footy, beach cricket, swimming in the ocean or simply barbecuing the catch of the day with a beer in hand.

Anna McMillan, XXXX Marketing Manager said the XXXX Island concept was created to inspire Aussie mates to get together for some genuine ‘mates time’: “Really busy lives, often juggling family and work commitments is ever present. We wanted to create something larger than life, something that gave Aussies the chance to get away and hang out with their mates.”

In fact, a recent study¹ revealed the last time the majority (57%) of Australian males got away for some ‘mates time’ was a year ago or longer – in fact for one in five males it is 10 years since they have been away with their mates – with nearly three in four confirming they get away less often than they used to.

“We know from our research that guys just love getting away with their mates and genuinely feel better for it. Hopefully XXXX Island will inspire them to do it more often,” said McMillan.

On hand to help XXXX GOLD create and build the ultimate destination for Aussies mates is the XXXX Island team of ambassadors, some of Australia’s best known sporting stars and personalities, who include television and radio personalities Jules Lund and Gus Worland, Better Homes and Gardens DIY expert Rob Palmer, former Aussie cricketer and current coach of the Queensland Bulls Darren ‘Boof’ Lehmann, fishing fanatic and former League star Andrew “ET” Ettingshausen, outdoor expert and all-round adventurer Matt Wright, and chippies Duncan Miller and Mark Bowyer, The Two Fat Tradies, best known from The Block TV series.

“It’s awesome to be a part of this fantastic campaign. I’ve been there and as far as islands go, it’s just about perfect. I’m looking forward to working with this great group of ambassadors to help tell Aussies how they have a chance to get themselves to XXXX Island,” said Lund.

Making XXXX Island ‘Good as Gold’

Before it officially opens in October, the team behind XXXX Island will be asking Aussies to share their thoughts on what would truly make the island the ultimate destination for those who love the good life.

With very little on the island currently, XXXX GOLD is looking for ideas and suggestions on what they should build on or bring to the island, or what activities should be made available to mates who get the chance to stay for a few days.

¹ Nine Rewards Research, commissioned by XXXX GOLD, 29th February, 2012, 1,000 males aged 32-54

“We’d love to help build an island bar on the Great Barrier Reef that has the ultimate view of the Capricorn Coast,” said Mark Bowyer.

“I’d like to see a one-hole golf course facing out to sea or a permanent beach cricket pitch on the sand so we can play as long as the sun shines,” said Darren Lehmann.

More on ‘Mates Time’
As research has shown, ‘mates time’ is crucial for busier-than-ever Aussie blokes.Half of those Aussie males surveyed said the best thing about getting away with their mates is the chance to catch up and have a beer or two, while nearly all respondents (94%) said they feel more relaxed and less stressed when they spend time with their mates.

It’s not only males who believe a mates trip away is a good thing – more than 80 per cent of women surveyed said their partner deserved a trip away at least once a year².

“Life is jam-packed, the finances are tighter and getting away with mates for a couple of days is too often consigned to the ‘too hard’ basket,” said McMillan.

“At the end of the day Aussie guys need to spend time with their mates – whether it’s over a beer at the pub, a camping trip up the coast or perhaps a few days on XXXX Island. It simply makes them happier and better for it,” said McMillan.

Aussies wanting to put themselves and three mates in the running for a trip to XXXX Island valued at $10,000 will be able to submit their ideas via the XXXX Island website. Additional chances to win will also be available via on-pack and on-premise promotions, through the XXXX GOLD Retreat and through a variety of other competitions.

For more information go to www.xxxxisland.com.au.

-ENDS-

About XXXX GOLD

XXXX GOLD was first launched in 1990 and at 3.5% alcohol by volume is Australia’s leading mid-strength beer. It’s also the second biggest beer brand nationally and continues to grow across the country working towards its vision of becoming Australia’s favourite beer. For more than two decades, XXXX GOLD has been a supporter of sport and the community both and across Australia. In 2007, XXXX GOLD unveiled the XXXX GOLD Beach Cricket Series, bringing some of the world’s best former cricketers to Australian beaches to compete in custom built stadiums. Supporting XXXX GOLD are also the XXXX Angels and XXXX GOLD Retreat, appearing at towns and events around the country.

Media Contacts

Sarah Kittel on 02 8297 1508 / 0407 868 550 or skittel@respublica.com.au Catherine Guyder on 02 8297 1503 / 0422 403 851 or cguyder@respublica.com.au

 ² Lonergan Research, commissioned by XXXX GOLD, 27 February, 2012, 1,000 Australian females aged 32-55

The new partnership builds on an already strong relationship and makes Lion Grupo Modelo’s preferred partner for Corona Extra across Australia and New Zealand.

“This is an incredibly exciting development that strengthens an already enviable brand portfolio,” said James Brindley, Managing Director Lion Beer, Spirits & Wine Australia.“Corona Extra is Australia’s largest premium beer and international premium is one of the fastest growing segments in the beer market. We are delighted to have the opportunity to further grow this leading brand in Australia.”

 #ENDS

 To place an order for Corona, please contact your local Lion representative on 13 15 13.

Background

Corona Extra is Australia’s largest premium beer with around 4.2% share of the beer market by value.

Lion today announced that it will be adding Anheuser-Busch InBev brands Stella Artois and Belgian specialty beers Hoegaarden, Leffe and Belle-Vue Kriek to its Australian portfolio from April 1 2012.

The new partnership builds on the already strong relationship Lion shares with Anheuser-Busch InBev, with all Anheuser-Busch InBev’s global brands now sitting in Lion’s portfolios in both Australia and New Zealand.

 “We are thrilled to be adding Stella Artois and Belgian specialty beers Hoegaarden, Leffe and Belle-Vue Kriek  to our existing portfolio of international premium beers, which also includes AB InBev’s Beck’s and Budweiser,” said James Brindley, Managing Director Lion Beer, Spirits & Wine Australia.

 “International premium is one of the fastest growing segments of the beer market[1], and Stella Artois is a great beer with an impressive heritage.  We are looking forward to working with Anheuser-Busch InBev to grow StellaArtois and the Belgian specialties locally.” 

 Ian Stephens, Vice President of AB InBev International said “Lion has been a trusted partner to our business for more than 20 years and has a proven track record in building premium brands, leading customer engagement and innovative marketing and in-market execution.”

 #ENDS

 For further information please contact Leela Sutton on 02 9290 6645 or 0402 260 540

 Background

The relationship between Lion and Anheuser-Busch InBev stretches more than 20 years. Lion began distributing German brand Beck’s in 2001 and, building on the strength of this early partnership, a local brewing agreement was forged in 2004. In 2009 the relationship was extended with the introduction of the ‘Great American Lager’, Budweiser, to Lion’s portfolio.

About Stella Artois

StellaArtoistraces its origins back to 1366 to the Den Hoorn brewery inLeuven,Belgium, just outside ofBrussels. The beer was originally brewed to celebrate Christmas, and it was named Stella (Latin for “star”) for its exceptional clarity. StellaArtoishas a pleasantly bitter flavour and refreshing finish that distinguishes it from other European lagers. Stella Artois should only be served in its signature chalice glass, which showcases its rich, golden colour while releasing the beer’s flavour and aroma.

Lion has adopted all three DrinkWise consumer information messages, which will be rotated on an ongoing basis throughout its beer, cider and wine portfolios, as well as through the spirits portfolio of joint-venture partner Bacardi Lion. These include:

• It’s safest not to drink while pregnant
• Kids and alcohol don’t mix
• Is your drinking harming yourself or others?

The messages will sit alongside the DrinkWise ‘Get the Facts’ logo, to encourage consumers to visit the DrinkWise website for more detailed information.

DrinkWise will support the labels through a point-of-sale (POS) campaign, with educational materials provided to consumers in outlets where alcohol is purchased, and through the existing DrinkWise website, which provides information to consumers to help them make informed decisions on their alcohol consumption.

Messages will start appearing immediately, and will continue to roll out as product labels are updated over the next two to three years. Lion launched the labels on its biggest brand, XXXX GOLD, and expects to complete more than 80 percent of its beer and cider portfolio by the end of 2012. Lion-owned wine brands will also commence introducing the labels within 2012, with varietals continuing to be updated as relabelled. 

James Brindley, Lion Beer, Spirits and Wine Australia Managing Director, said the labels will complement DrinkWise Australia’s educational campaigns by placing messages that encourage responsible drinking choices directly into the hands of consumers.

“Lion is a founding member of DrinkWise Australia and has long supported its efforts to challenge the Australian drinking culture through national information and education campaigns.

“We believe this initiative will expand these campaigns from television, online and print directly to the consumer, and by uniting the industry behind a common scheme, it will ensure consistency in message and increased consumer exposure across a much broader range of brands and product types.”

For more information on the initiative please visit the DrinkWise website at www.drinkwise.org.au.

#Ends 

For further information please contact:

Leela Sutton, Corporate Affairs Manager

02 9290 6645 / leela.sutton@lnnf.com

The ‘Pioneering Beering’ platform and the new TVC is Mojo’s first work on Hahn since being awarded the business in November.

Ralph Simpson, Brand Director Premium, said the new direction speaks to Hahn’s commitment to innovation and relentless improvement in brewing. 

“Hahn is well known for its quality beers, and Mojo has taken a refreshingly honest approach to the beginning of a new strategic story that reflects these credentials,” he said.  

The first execution for ‘Pioneering Beering’ takes the form of a 60-second spot, shot by Emmy-winning director Tom Kuntz. It depicts a hyper-stylised Hahn Super Dry brewery where the ‘superness’ – represented by a series of unorthodox influences –  is infused and brewed into the beer at every stage of its creation.

“We’re really excited about Pioneering Beering as a long term strategic idea for the brand,” said Mojo ECD Micah Walker. “We’re happy with what we’ve been able to do with Hahn Super Dry, and we’re excited about building on Pioneering Beering for the future.”

#Ends

For further information please contact:

Leela Sutton

02 9290 6645 / 0402 260 540

Leela.sutton@lnnf.com

Credits

Agency:                                                Publicis Mojo Sydney

Lion will build a $15m state-of-the-art warehouse and distribution centre with the expectation that it will be at the Canterbury Brewery site (which is located inside the original cordoned-off CBD), as part of a $43M plan to cope with the production gap left by the badly damaged Canterbury Brewery.

“Thankfully none of our people working at the Brewery were injured in the earthquake, however the plant and equipment sustained extensive damage and we have been unable to brew beer since.” said Rory Glass, Acting Managing Director.

“While we are still working through the insurance and engineering implications of the damage at the site, it has become clear that the brewhouse and packaging hall are damaged beyond repair and we will not be able to brew in Christchurch in the foreseeable future.”

Mr Glass said the company recognises that the best way it can contribute immediately to the Christchurch recovery effort is to make decisions now.

“We want to provide certainty and safety to our people, to ensure continuity of supply to our customers and consumers, and to reinforce our ongoing commitment to Canterbury.

The decisions we are announcing today reflect the balance between our absolute commitment to doing the right thing for our people and maintaining our strong presence in Christchurch, with the reality that the St Asaph Street site cannot sustain a brewing operation for the foreseeable future.

It is very important to us that we maintain a strong presence and commitment to Christchurch. In the current circumstances this is the most pragmatic and decisive way we can do this” he said.

In addition to the $15m Christchurch warehouse and distribution centre, Lion will invest $20m to boost operating capacity at the Speight’s Brewery in Dunedin and $8M at “The Pride” in East Tamaki, Auckland to accommodate the transfer of production capability lost from Canterbury Brewery.

The central Christchurch warehouse and distribution centre will enable a more efficient and streamlined distribution service for Lion’s South Island customers. It will be built to meet the new earthquake codes and feature significant investment in new technology.

The Speight’s Brewery in Dunedin will be upgraded to assist in supply requirements across the South Island at a cost of $20m.

The $8m investment at The Pride in East Tamaki will enable the production of specialty beers like Guinness and Stella Artois Légère, previously brewed at the Canterbury Brewery.

Overall, the changes will see a reduction of 22 roles across our South Island business. We currently have approximately 28 vacancies across our wider operations business in NZ.

“We will be working closely with our Canterbury Brewery team to offer redeployment opportunities where possible, and comprehensive redundancy and support to those for whom redeployment is not possible.

We are very mindful of the impact that these decisions will have on our Christchurch people – who are already dealing with the ongoing challenges of life in the aftermath of February’s devastating events.” says Rory Glass. 

The rest of Lion’s Christchurch business – sales and retail – remain focused on meeting the needs of our customers and have been fully operational since shortly after the 22^nd of February. We have relocated our sales and administration offices to safe premises in Christchurch and we continue to employ over 70 people across the Canterbury region.

Christchurch will continue to be our hub for the South Island where Lion has a deep and long history.

“We believe we have achieved the best possible outcome to ensure safety and certainty for our people, continuity of supply to our customers and consumers; and to demonstrate our commitment to the social and economic re-creation of Christchurch.” concluded Mr Glass.