Steinlager Pure 

Following the local success of Steinlager Pure, Lion Nathan were keen to take this successful brand onto the international stage. BRR's task was to evaluate the brand's New Zealand positioning, test its relevance or otherwise for the international arena and develop a compelling global brand strategy and story.

BRR applied its brand knowledge of international food and beverage trends and creativity to evaluate and migrate the Steinlager Pure positioning story to suit the proposed offshore markets. Positioning cues relating to New Zealand's natural attributes, our personality and the way we choose to live our lives were developed to differentiate the beer from its many offshore competitors.

An international brand back-story and visual language were then created. All the components were assembled into a comprehensive strategy document to guide the launch of the brand and on-going communication.

BRR's work enabled Lion Nathan to launch the brand internationally with confidence. Steinlager Pure has achieved a 25% premium in the marketplace and its favourable reception has now led to the development of further Steinlager beer varieties.

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