Lion has launched its latest trademark – Legendary Brewing Co. – with its first beer, IRON JACK.
IRON JACK is a mid-strength, modern Australian lager that was inspired by Australian values like loyalty, strength and mateship.
Lion brand director, Jack Mesley, said IRON JACK would celebrate these values, along with the
forgotten art of storytelling.
“We know drinkers want to buy brands that resonate with their own values or inspire them in some way. We want to encourage Aussie men to get out and explore the great outdoors, have an
adventure and create stories that will build their own personal legend,” said Mesley.
He said the story of IRON JACK was inspired by fabled Australian outdoorsmen, known for telling their mates a tall tale around a warm camp fire with a cold beer. The beer has been brewed with Australia’s hot, rugged climate in mind.
“IRON JACK is the first chapter of The Legendary Brewing Co, a trademark that was created to celebrate Australian culture and the sharing of stories over a beer. As brewers, we’ve also had some legendary stories told from some of the best known breweries around – Castlemaine, Tooheys, Boag’s and West End. We hope there are many more chapters to come,” said Mesley.
IRON JACK is putting the latitude and longitude coordinates under the bottle tops for 100 remote camping, fishing and 4WD-ing locations in the country – as well as some classic Aussie pubs.
“We know our drinkers are looking for new beers they can relate to and we’ve had some fantastic feedback about IRON JACK. We will be making every effort to ensure this beer is available in every store and bottle shop right across the country,” said Mesley.
The large scale launch of the Legendary Brewing Co.’s first chapter, IRON JACK, will be supported through a multi-channel advertising campaign, ongoing content and influencer activity, event activations and sponsorship, on and off premise activity as well as social media and PR.
“Our sales force is already in market having great conversations with our customers about this
launch and we welcome all the trade to reach out to us at Lion if they’re interested in getting their hands on some IRON JACK,” said Mesley.
IRON JACK will also partner with charitable organisations to help working dogs in the country. The beer will be available in 330ml bottles, 375ml cans and on tap widely at liquor retailers and pubs across Australia starting on September 4.
