A subsidiary of Japanese company Kirin, Lion (previously Lion Nathan National Foods) is now the smaller of Australia's two dominant brewers, but also the #1 marketer of branded dairy products and fruit juice. Its portfolio includes three of the country's top five beers - XXXX, Toohey's and Hahn Super Dry - as well as New Zealand's market-leading Steinlager and craft beers including James Squire and Little Creatures. Until late 2016, Lion was also the local licensee for Corona, Stella Artois and other ABInBev beers in both countries, but that arrangement ended following the larger group's acquisition of main rival Carlton United Brewers. As a result, Lion's Australian market share will slip from 48% to around 42% for 2017, compared to around 45% for CUB. (Lion still distributes Carlton's local brands in NZ, and now manages Heineken in Australia). A 13-year joint venture to distribute Bacardi's brands in Australia was also terminated in 2016, and Lion sold its wine division Fine Wine Partners, with brands including Petaluma and Wither Hills, to Accolade Wines later the same year. The company became a wholly-owned subsidiary of Japanese brewer Kirin at the end of 2009, and subsequently merged with Kirin's existing dairy subsidiary National Foods, which controls Pura milk and Berri fruit juice as well as the local license for Yoplait. Revenues for 2016 were A$4.5bn, of which A$2.7bn came from alcoholic beverages. Stuart Irvine is CEO. The group traces its history back to the first days of colonisation: its earliest subsidiary was established in New Zealand in 1840, and the Lion name was adopted in 1915 following a series of mergers of local brewers. The Nathan retail business was acquired later, and the enlarged group moved to Australia in the 1990s following the acquisition of local giant Bond Breweries and other regional companies. Adbrands does not currently offer a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
Capsule checked 31st October 2017
Adbrands Weekly Update 5th May 2016: Ads of the Week "Plant The Seed". You'll be searching BMF's extended spot for 5 Seeds cider, from Kirin's local brewery business Lion, for a clue as to how exactly it was done. Is that frozen motion or just a case of standing very very very still? Whichever is the case it's quite a feat, managing to look like both tricks at the same time. Dust and light is still moving but the people and objects are not. The results are strangely haunting, as well as oddly beautiful. That's my kind of party.
Adbrands Weekly Update 19th Dec 2013: Ads of the Week: "No Ordinary Cider". Let's not forget that while we in the Northern hemisphere are wrapping up for the cold spell, our cousins on the other side of the equator are stripping off for summer. Australian agency BMF has unveiled this spot for Toohey's 5 Seeds cider, and its another gem to match the last (which featured hard-to-forget buxom bearded twin sisters played by the same actor who reappears here). The perfect way to round up a busy year. Enjoy!
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