Iron Jack adds second beer to stable
The new addition follows the 2017 launch of Iron Jack’s mid-strength beer, which sold over 16 million litres in its first eight months.
The full strength lager targets ‘the modern male beer lover’, is 4.2 per cent ABV, preservative-free and has 30 per cent less carbs than the usual regular full-strength beers.
The target market? “The modern male beer lover looking for a super crisp, thirst quenching beer.” Lion confirmed the new beer will stay true to the master brand’s philosophy of celebrating the long held Aussie past time of sharing stories over a great liquor.
“Iron Jack is a brand inspired by Australia’s legendary outdoorsmen and the traditional values they portray like loyalty, strength and generosity,” said Amy Darvill, Lion’s contemporary portfolio manager. “It’s about recognising that the role of the modern Aussie male is evolving, but those old school traits are still as important now as they used to be.”
Brand ambassador Nick “Honey Badger” Cummins helped launch the full-strength variety at a Sydney event hosted last night.
“We believe in the traditional Australian way. By living with integrity, mateship and giving all a fair go, you’re well on your way to achieving ‘good bloke status’,” Cummins said. “Iron Jack has tapped into that – it’s a great tasting beer for those who are comfortable in their own skin. It’s a beer for men who are unapologetically themselves – and that’s refreshing.”