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Published 24 June 2013 06:36, Updated 25 June 2013 07:24
Lionel Ritchie is reprising his 1984 hit Hello for the launch of Lion Nathan’s Tap King mini-keg system.
Brewer Lion Nathan has joined the push to help beer drinkers take the pub home, unveiling a range of fridge-friendly mini-kegs.
The Australian Financial Review reports the new “Tap King” keg system, developed in conjunction with the Pratt family’s Visy packaging group, will be offered with Lion’s key beer brands, including XXXX Gold, Tooheys New, James Boag’s and James Squire.
The launch of the new system will be backed by an ad campaign featuring Lionel Ritchie singing his 1984 hit Hello.
Lion Nathan hopes the Tap King system will help reinvigorate Australia’s appetite for domestic beers, which has waned in recent years in the face of increased competition from wine and imported brews.
The push by Australian brewers to win back market share for local beers has also seen Fosters embark on a major brand rationalisation and new marketing campaigns to revive the fortunes of its brands such as VB.
The Lion move comes after Woolworths’ liquor arm Dan Murphy’s unveiled plans for so-called “growler stations” in stores, which dispense fresh beer into large re-usable bottles for home consumption.
But where the Lion Tap King system will focus on the beer-maker’s mainstream brands, Dan Murphy’s dispensers will focus on the craft beer market, offering labels such as Mountain Goat Beer, Burleigh Brewing and Gage Roads.