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Supporting Better Choices

We believe the reach of our brands means we can play a direct role in improving the food and beverage choices of Australians and New Zealanders. Through better-for-you innovation and broadening our product options, we aim to do just that.

Light and Mid Strength Categories

There’s nothing niche about light and mid-strength beers at Lion.

In fact, our XXXX Gold brand is the leading beer brand in Australia selling one of every 10 beers in the country!

We’re also the company that brings you leading light brands Hahn Premium Light, James Boag’s Premium Light and Steinlager Light.

Less well known is that XXXX Gold has blazed a trail for Lion to innovate across our broader portfolio to bring down the average alcohol by volume of new products in every segment of the market. For example Lion’s most recent XXXX innovation, Summer Bright Lager, is brewed at 4.2% (just 1.1 standard drinks) but marketed as full strength.

We’ve also taken the success of mid-strength to other trademarks like Hahn Super Dry 3.5 and Little Creature’s Rogers we recently launched another mid-strength craft offering under our James Squire brand, The Constable.

These beers have played a significant role in pulling down the average alcohol volume of the beer market overall.

With the increasing styles and flavour profiles available at lower strengths, beer drinkers are able to choose a lower alcohol option for every occasion.

  • XXXX Gold

    Our biggest brand XXXX Gold, created the mid-strength category in Australia and continues to grow and offers consumers a credible alternative when looking to moderate their alcohol intake.

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