November 5, 2010
Over the past few months Lion Nathan has been introducing its most successful new product launch in QLD to the rest of Australia – as XXXX Summer Bright Lager has hit shelves across the country. On Sunday the national rollout culminates with the launch of an extensive outdoor campaign to build the brand in the lead-up to summer.
XXXX Summer Bright Lager, a low-carb, clear bottled beer, was launched in QLD and Northern NSW in September 2009 and is already the biggest low carb beer in the QLD market. To date it has added over $43 million in retail sales and is the biggest contributor to both volume and value growth vs. year ago across the entire beer market, off a one-state base.
Lion Nathan Brand Director, Jon Bradshaw, says XXXX Summer Bright Lager celebrates the Aussie summer lifestyle all year round, and customer take-up outside QLD has been strong. “Low carb is still one of the fastest growing segments in the beer market and when you couple that with the strength of the XXXX trademark it’s not hard to see why the initial launch in QLD was so well received. We’ve been really happy with the feedback we’ve had from our broader customer base across the country and national distribution has exceeded our expectations.”
XXXX Summer Bright Lager also fulfils a broader role within the XXXX trademark by shifting perceptions of XXXX amongst the 18-29 audience – and in doing so, securing the long-term sustainability of the broader XXXX trademark.
“XXXX Summer Bright Lager has brought new consumers into the trademark and contemporised its image. We’re now seeing pick up from younger white collar drinkers, as well as the traditional drinkers of our mainstream beers,” continued Bradshaw.
“During new product development our first priority is to find a proposition that will stack up on its own and be a compelling offer for our customers and consumers. However we also look beyond this, at how that new product can play a role in regenerating our trademarks. Beer is a very social product that exists in a mature market – so keeping trademarks fresh and flexible is vital to our long-term viability.”
The outdoor campaign will run in capital cities and major regional centres in all states. It will be supported by ongoing experiential activity in the form of the XXXX Summer Bright Lager Kombi – a mobile DJ booth transporting the ‘Summer Dude DJs’ to venues and events throughout summer. The Kombi will focus predominantly in NSW and QLD to start and will look to expand moving forward.
The agencies responsible for bringing this campaign to life:
- BMF (lead agency)
- Momentum Worldwide
- Zenith Optimedia
For further information please contact:
Leela Sutton (nee Gantman)
Lion Nathan Corporate Affairs Manager
02 9290 6645 / email@example.com
About XXXX Summer Bright Lager:
XXXX Summer Bright Lager has been designed and brewed by the new generation of XXXX brewers specifically for the Aussie climate. Superior bright filtration ensures XXXX Summer Bright lager is brewed to refresh thirsty drinkers on a hot day and keep that summer feeling alive all year round. Its fruity aroma and smooth hop character balance the light malt flavour to create a seriously thirst-quenching beer. XXXX Summer Bright Lager is full strength and is low in carbohydrates. The beer is also free from artificial additives and preservatives.
 AC Nielsen Australia ScanTrack, September 2010 VAL and VOL % Share
 AC Nielsen Australia ScanTrack, MAT to 30/09/2010 – Total 5 State NLI (& Darwin), VAL and VOL +/- YA