Lion has rolled out the second phase of its ‘Beer the Beautiful Truth’ campaign, which reaches out to consumers to bust myths and deliver facts about beer and what goes into it.
The first phase of the campaign was an Australian beer industry first, with Lion introducing nutrition information panels to bottles and cartons across its entire beer portfolio.
Lion’s Marketing Director for Category and Planning, Ben Slocombe, said that ‘Beer the Beautiful Truth’ was inspired by consumer research which revealed that seven in 10 Australians want to know the sugar content of alcohol drinks and that the same number also incorrectly believed their beers have preservatives in them.
“‘Beer the Beautiful Truth’ is a major campaign for Lion that we are committed to for the long term,” he said. “We believe that giving people more information about beer is the right thing to do, and it is exactly what Australians are telling us they want.
“People want to know more about what’s in the beer they are drinking, and this campaign is proof of our promise to being transparent about what’s in our beer. We also hope to bust some common myths about beer along the way. We hope that by better informing Aussies, they can have a beer with their friends and be better equipped to consume it in moderation as part of a balanced lifestyle.”
The Beer the Beautiful Truth website, beerthebeautifultruth.com, has now launched and provides consumers with information about Lion’s beer portfolio, including on brewing, ingredients, tasting notes and nutrition.
“We have had an incredibly positive response so far from the trade, who are supportive of our intentions to reinvigorate the category and can see the potential positive benefits the campaign could have to the beer industry as a whole,” Mr Slocombe said.
“Shoppers who know more about beer, spend more, and we hope that this campaign will help consumers better understand the beautiful truth about beer and that this translates into category growth.”