Beverage giant Lion says its new beer brand Iron Jack has seen record-breaking volumes since its September launch.
The company has described the launch as Australia’s biggest in the beer category of the last decade, with Iron Jack selling over 15 million litres, more volume over the same period than more established beer brands like Crown Lager, Stella Artois and James Squire 150 Lashes.
Already distributed in over 5000 bottle shops and 2000 pubs across Australia, Iron Jack is also one of the most available beer brands in the country, Lion said.
“When we launched Iron Jack, we wanted to make a beer for hard working, down to earth Aussie blokes. Blokes who love their dogs and the outdoors. Their initial reaction to the beer has been really encouraging,” Lion’s contemporary portfolio manager Amy Darvill said.
“We made an early decision to make sure we supported our customers with good trial mechanics to get the beer in people’s hands, because we know once this happens the beer stands up on its own.”
Darvill says Lion has doubled the media spend behind Iron Jack in order to further drive awareness of the brand, with a large scale TV, Radio and Billboard campaign that began in March centering around the beer’s message of ‘Thirst Crushing Refreshment’.
“We’ve had a really great launch, but we know it’s only early days and we need to keep up the positive momentum. Our original media strategy was to start regional and work our way in towards metro areas,” Darvill said. "But given the strong start, we’ve significantly increased our media spend to include all capital cities, as well as still supporting regional areas."
Iron Jack is available in 330ml bottles, 375ml cans and on tap.
