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Lion welcomes Stella Artois and Belgian specialty beers into its Australian portfolio

Lion today announced that it will be adding Anheuser-Busch InBev brands Stella Artois and Belgian specialty beers.

 

December 19, 2011

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.

 

 

[1] ACNielsen Australia, MAT to 31/10/2011