Lion will open a Little Creatures bar in Hong Kong as part of its strategy to grow its beers, ciders and fine wines in Asia, North America and the Pacific.
The 140-seat venue will be built in Kennedy Town due to a growing interest in Australian produce and craft beer in the area.
A small micro-brewery will be on-site, and it will showcase the full range of Little Creatures and White Rabbit beers.
Lion Global Markets was launched in August 2015 by Matt Tapper, most recently head of marketing for the company’s beer, spirits and wine business in Australia.
“Australasian provenance is key, and consumers in Asia are looking for quality products with genuine credentials," Tapper said.
“The Australian dollar has structurally declined, free trade arrangements are improving access to international markets, and an Asian middle class is emerging with an appetite to try new things.
“There is already a nascent craft beer scene in China and Hong Kong, but we think the Little Creatures hospitality team can bring something different to the region.
"As more people experience Little Creatures, we’ll look to achieve distribution in other venues.”
He said the growth of Lion Global Markets would be through "patient and long-term approach to building sustainable brands".
“We know what’s possible off an Australian balance sheet and we have no ambition to play in the rapidly consolidating mass market in Asia," Tapper said.
