By Annette Shailer
The new stamp was revealed to around 650 industry members, with the label certifying the beer contains only five ingredients only – water, malted grains, yeast, cane sugar and hops.
Beers brands Tooheys Old, Tooheys New, XXXX Gold, XXXX Bitter, West End Draught and Swan Draught will feature the stamp.
The night included an over-the-bar presentation to explain the new labeling and brand activity by technical services director, Derek Orford, marketing manager – innovation, Anna Drage, and regional director, Matt Tapper.
Lion Nathan aims to educate drinkers after a PureProfile national survey revealed that nine out of 10 drinkers were unsure of the ingredients in beer.
Chief brewer Bill Taylor said that the new promise would appeal to health conscious Australians without substituting the taste.
“Australians are more conscious of what they put into their bodies and we’ve found beer is no exception,” he said.
“The taste, quality and appearance of these beers haven’t changed. We’ve simply taken out some additives, improved the way we do things, and gone back to the basics of brewing with only five natural ingredients.”
The new initiative was revealed at Sydney’s Lidcombe brewery last night at the annual Night in the Keg Hall, which attracted hundreds of NSW customers, employees and trade partners.
The evening also presented Lion Nathan’s state winners for the year, including Doug May with Enabler of the Year, Kylie Browne with Sales Leader of the Year, and John O’Neill with Sales Person of the Year.