By Andrew Starke
Brewer Lion Nathan has introduced its low-carb XXXX Summer Bright Lager to retailers around Australia and has launched an extensive outdoor campaign to build the brand in the lead-up to summer.
XXXX Summer Bright Lager was launched in Queensland and northern NSW in September 2009 and according to Nielsen Australia ScanTrack, September 2010 figures is the biggest low carb beer in the Queensland market.
Over the past few months Lion Nathan has been introducing its brand extension to the rest of the country as it aims to build on the $43 million in retail sales it has so far achieved.
Lion Nathan brand director, Jon Bradshaw, said XXXX Summer Bright Lager celebrates the Aussie summer lifestyle all year round, and customer take-up outside its home market has been strong.
“Low-carb is still one of the fastest growing segments in the beer market and when you couple that with the strength of the XXXX trademark it’s not hard to see why the initial launch in QLD was so well received,” he said.
“We’ve been really happy with the feedback we’ve had from our broader customer base across the country and national distribution has exceeded our expectations.”
XXXX Summer Bright Lager also fulfils a broader role within the XXXX trademark by attracting a younger consumer.
“XXXX Summer Bright Lager has brought new consumers into the trademark and contemporised its image,” said Bradshaw.
“We’re now seeing pick up from younger white collar drinkers, as well as the traditional drinkers of our mainstream beers.”
The outdoor campaign will run in capital cities and major regional centres in all states.
It will be supported by ongoing experiential activity in the form of the XXXX Summer Bright Lager Kombi – a mobile DJ booth transporting the ‘Summer Dude DJs’ to venues and events throughout summer.