Lion – the local subsidiary of Japanese conglomerate Kirin – will close the door on three years of operating its XXXX Island on Queensland's Capricorn Coast this January.
Designed to "bring mates together", the location – which will return to its original identity as Pumpkin Island – has been the basis of an effective marketing campaign for Lion's XXXX GOLD.
The brand now accounts for 12 per cent of all beer category sales.
Lion's national marketing director Matt Tapper says more than 3000 people have been given the chance to reconnect and rekindle friendships at the island since it was opened to the public in 2012.
“We set out to create an environment on XXXX Island that gave our drinkers the chance to kick back for a few days with their mates," he says.
“We have extended the original lease by six months, and we still have a huge amount of trips to give away in coming months."
Tapper says Lion has some new plans for the XXXX GOLD brand, with a fresh announcement to come later this year.
XXXX Island has played host to personalities such as Allan Border and Damien Fleming; Triple M’s The Grill Team; Jules Lund, Gorden Tallis and Darren Lockyer; and the 2013 XXXX Maroons squad.
The island has also generated jobs within the local economy, funds to help after the Queensland floods, and awareness about the Capricorn Coast as a tourist destination.
