WHO WE ARE
Our Strategy
Lion’s Strategy is focused on propelling our iconic Beer brands to new heights and supercharging our growth in RTDs & Spirits across our AU, NZ and US markets. Combined with our Purpose, Force for Good initiatives and Lion Behaviours, our ambition is to be #1 everywhere we play.
We strive to lead the industry with exceptional, responsibly crafted beverages that inspire connection and make moments mean more. Our strategy centres on building culturally relevant brands, innovation, sustainability, and a deep commitment to quality, ensuring every product not only meets the highest standards for our consumers but also contributes to a more sustainable future for our communities and the environment.
Drive best-in-class execution
Best-in-class execution capability through highest possible standards, consistency, and attention to detail across all our functions is crucial for our success with consumers and customers.
Relentlessly re-invest in our growth
Through world-class operational efficiency and smarter use of data & technology, we are able to re-invest more in our future growth.
Inspire our people to be their best
Our people operate with a challenger mindset by pursuing innovation, questioning long-held assumptions, and seeking opportunities for disruption. We always support our people through continuous learning and development, giving them the tools they need to succeed.
Create long-term value as a Force for Good
Lion is a true leader in ESG (Environmental, Social and Governance). We will continue to build our ESG leadership credentials through our Force for Good initiatives and create long term value to support Lion's success. Our Force-for-Good agenda is built upon three foundational pillars of ‘Demonstrating brave & enduring environmental leadership’, ‘Creating long-term positive social impact’ and ‘Strengthening & safeguarding our Governance’.
Executing our Strategy relies on our most important asset which is our people. The actions of our people are guided by five core behaviours that shape everything we do to make Lion what it is.
We lead with courage and heart, tackling challenges head-on while staying true to our values.
We’re committed to doing the right thing for the long term, making decisions that prioritize sustainability, quality, and responsibility.
We hunt as a pride, working together as a unified team to drive success and foster a collaborative, supportive environment.
We own it—taking accountability for our actions and delivering on our promises with pride.
Above all, we have a relentless consumer obsession, ensuring that every decision we make is driven by a deep consumer understanding.