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LION REACHES $250M-$300M
AGREEMENT WITH AB INBEV
Lion has reached an agreement with AB InBev over
the transition of the European brewer's brands to
Carlton and United Breweries (CUB). The agreement
has seen the date for the transition locked in and has
also outlined payments that will be made to Lion.
In a statement about the deal Kirin, the owner
of Lion, said: "The beer, spirits and wine operating
companies have been selling the relevant beer products
as licensee in Australia, but Lion was notified of the
termination at the end of March 2016."
After consultation, Lion reached agreement on
the terms of the termination with an effective date of
September 30, 2016."
Kirin added: "Consistent with the terms of the
agreement, Lion expects that it will receive payments
in the range of $250 million -- $300 million during the
second half of fiscal 2016 as calculated according to
Lion will continue to distribute AB InBev's brands,
including Corona Extra, Budweiser, Stella Artois and
Beck's, until 30 September, with CUB taking over from
A spokesperson for CUB said: "On and prior to
30 September, 2016, all orders for AB InBev brands
should be placed with Lion representatives who
will deliver according to normal delivery schedules.
Beginning on 1 October, 2016, CUB representatives
will accept orders for AB InBev brands for delivery
from 1 October.
"In order to ensure a smooth transition, CUB
representatives will start reaching out to customers
shortly to discuss planning for the period post-
September 30. Customers who do not have a
CUB account can contact CUB on '13BEER' to
open an account, or alternatively order through their
approved wholesaler accounts. AB InBev
has expressed its gratitude to Lion for being a
trusted distribution partner in Australia, and is
very pleased to rekindle its distribution partnership
REKORDERLIG LAUNCHES WINTER CAMPAIGN
Rekorderlig has launched its new campaign, based around a modern take on a
traditional Swedish social custom.
Featuring its Spiced Äpple Cider, the campaign centres on 'fika', a social institution
that involves taking a break and appreciating "the good things in life over a hot drink
and a few nibbles".
Nikki Langford, marketing manager, comments: "In Sweden, they really embrace
winter, relishing the excuse to get cosy and catch up with friends and family. This winter,
Rekorderlig Fika is our modern take on their custom that showcases the versatility of
our cider as both a warming drink and a vital element in dishes and cocktails."
Rekorderlig has been working on its winter campaigns for the last few years in a bid
to fuel the "deseasonalisation" of cider, since the release of its hot Spiced Äpple Cider.
In the off-premise, the brand will be educating consumers on how to recreate the hot serve at home as
well as how adding a few drops of Australian Bitters can create a "more complex winter warmer".
Heineken has announced a global
partnership with Formula 1, which
will begin this year at the renamed
Formula 1 Gran Premio Heineken
D'Italia 2016, in Monza, and run for a
As part of the partnership, Heineken
will be the event title partner for three
Grand Prix per year, and will be the
exclusive global beer partner for
Formula 1, with pouring and activation
rights at most events.
One of those activations is the
'Open Your World' campaign, which
will have a presence in Australia,
along with Heineken's, 'If You Drive,
Never Drink' social awareness
campaign. The campaign presence
will include TV commercials, digital
activations, live fan experiences and
events, dedicated PR initiatives, and
David Coulthard and Sir Jackie
Stewart will be ambassadors for the
Gianluca Di Tondo, senior director
global Heineken brand at Heineken,
said; "Formula One is bigger than
a race. It is a global event. F1
represents a unique opportunity for
Heineken to engage with existing and
potential consumers in important
growth markets. F1 delivers in three
specific areas; strong commercial
opportunities; expansion of our
responsible drinking platform in new
and innovative ways; and enabling
skill transfers between F1 and our
He added: "This partnership
complements our existing global
platforms, enabling us to reach F1's
huge spectator numbers and 400
million unique television viewers every
year. The hallmark of our long and
successful relationships with UEFA
Champions League, Rugby World
Cup and the James Bond franchise is
our passion to excite our consumers.
We will be bringing this passion to
LION ANNOUNCES FIRST BYRON BAY
Lion has announced that it will make its first
investment in Byron Bay Brewing Co, in the form of a
refurbishment of the existing venue, bringing the beer
and the brewery to the forefront of its offering.
Lion says that the refurbished venue will offer a new
experience for visitors as well as showcasing a new
menu that will focus on local produce, and getting
visitors up close to the brewing experience.
According to Gordon Treanor, craft marketing director
at Lion, the refurbishment will rejuvenate the venue as
well as show off the historical bones of the building.
"When we announced Byron Bay Brewing Co. would be joining Lion we spoke about a potential
refurbishment and we feel now is the right time to move forward with that investment, ahead of the key
trading period over summer," he says.
"While we are renovating over the next couple of months we will also be working with the brewing team
on how we can continue to build on the quality beers brewed at the venue, while also looking at how we can
engage the local community in the future."
The renovations will include a temporary closure of the bar and restaurant, which began on 26 June, with a
reopening date pegged for some time in early spring. Lion notes that other businesses in the shared building will
continue to operate as normal and the brewery will continue to supply existing customers during the closure.
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