Public perception of beer has improved very slightly since Lion Beer, Wine & Spirits embarked on its Beer: The Beautiful Truth campaign, according to managing director James Brindley.
Brindley told the Institute of Brewing and Distilling 2016 Convention that Lion had surveyed 1000 people per month on their attitudes to beer, as well as other drinks, both before and after the BTBT campaign.
The ’Vibrant Beer Culture Index’ created to measure beer’s brand health recently registered a small improvement, from 33 to 34 points, he said.
“You’re not going to bet your house on that but it’s a step in the right direction,” Brindley said.
However, he acknowledged there was no evidence the campaign had impacted on this result and he paid tribute to craft brewers for their positive influence on the broader category.
“All those guys who pioneered that part of the industry deserve a big rap because I think they’re bringing back the romanticism and the mystique and craftsmanship of beer to Australian people,” he said.
Great Northern booming
Brindley said mid-strength beers are now 20 per cent of the total market in Australia, with XXXX Gold the country’s number one beer.
“Probably the fastest growing beer brand in the country at the moment is a beer called Great Northern Super Crisp from CUB, and they’ve contemporised mid-strength even further,” Brindley said.
Earlier this month, CUB’s Richard Oppy told Australian Brews News that Great Northern Super Crisp had sold over two million cases over the last 12 months.
The Institute of Brewing and Distilling 2016 Convention continues.