Lion is in the second phase of a campaign which addresses common myths about beer.
The beverage company has started by clarifying that most of Lion’s Australian beers are on average 99.9% sugar free, and all are preservative free.
Marketing director Ben Slocombe said Lion's consumer research revealed that seven in 10 Australians wanted to know the sugar content of alcoholic drinks, and the same number of people believed their beers had preservatives in them.
“Beer the Beautiful Truth is a major, long-term campaign that gives people more information about beer,” he said.
The campaign was launched on the back of an announcement in August that Lion would be adding nutrition information panels to bottles and cartons across its Australian beer portfolio.
These panels carry information on sugar, preservative, calorie (kilojoule) and carbohydrate content.
“Shoppers who know more about beer spend more – and we hope this campaign will help consumers better understand the beautiful truth about beer, and that this translates into category growth,” said Slocombe.
The Beer the Beautiful Truth website offers further information about Lion’s beers, including how they’re brewed, ingredients, tasting notes, and individual nutrition information.