New campaign and refreshed look for Steinlager

Steinlager has launched a major new brand campaign and introduced refreshed packaging across its range.

The “Homegrown Champions” campaign is running nationally across TV, cinema, OOH, digital and social. Steinlager says it “...pays tribute to the land of Aotearoa and how it shapes the next generation of homegrown champions”.

The cinematic brand ad is narrated by actor Sam Neill and features surfer and filmmaker Elliot Paerata-Reid, chef Jack Stott, X Games Winner Jossi Wells, singer-songwriter Jude Kelly, and mountain biker Robin Goomes.

Steinlager’s new ‘Homegrown Champions’ campaign

“Steinlager, a champion from the get-go, has been backing NZ Champions ever since, and it’s cast in glass on the bottle,” says Nick Worthington, founder of The Tuesday Club and Creative Lead on the campaign. “It’s nice to honour the past, acknowledge those here today, but shifting focus to the next crop of champions is way more exciting.”

Alongside the campaign, Steinlager has introduced refreshed packaging across Steinlager Classic, Steinlager Pure, Steinlager Tokyo Dry, Steinlager Ultra Low Carb, Steinlager Alcohol Free and Steinlager Light.

Lion says there will also be a continued expansion of the Super Cold tap beer network across on-premise venues to enhance product experience.