| Winner | Lion NZ |
| Marketing initiative | Reinvigorating Steinlager – New Zealand’s finest |
| Marketing partners | The Tuesday Club, PHD Aotearoa, Corner Store, Chris Chong Consulting, Kantar, The Purpose Business |
| Finalists | Auckland Council, Auckland Transport, Bank of New Zealand, Mitre 10, Trade Me Marketplace, Whittaker’s, Zuru Group |
| Judges’ comments | “This was a best-in-class example of a marketing communications strategy reinvigorating a brand, connecting to a lost generation of drinkers and leaving the brand stronger and more profitable. “The entry outlined how clear insight drove a brave strategy to tackle a big problem for the business. That strategy was executed with full commitment, and addressed their underlying brand problems which drove more volume and more profit.” |
Restore the nation’s pride
Kiwis had forgotten Steinlager’s roots.
Lion’s ambition is to become Aotearoa’s most successful alcohol business. To do that, it must win in beer – a category that represents 79% of its total New Zealand volume.
“Winning in beer is winning,” says Lion. Yet flagship brand Steinlager was struggling.
Market share was eroding, relevance was declining and, by the end of 2024, Steinlager’s penetration had hit an all-time low. Facing fierce competition from Heineken, fewer than one in four Kiwis had consumed the brand in the previous 12 months.
In response, Lion’s marketing team tapped into its creative arsenal to revive Steinlager.
Consumer research revealed a gap between Steinlager’s identity and consumer perception.
“Steinlager has always proudly been NZ’s national beer, and an unfailing supporter of NZ’s greatest on the world stage. It has always been branded as a champion beer for a champion nation,” says the team.
But years of inconsistent messaging had left 35% of beer drinkers unaware that Steinlager is a Kiwi brand.
Homegrown champions
As the team looked to reposition the brand, the words embossed in glass on every bottle – “New Zealand’s finest” – became the North Star.
The slogan became the new platform, brought to life through the ‘Homegrown champions’ campaign.
“The campaign celebrates our land and the unique conditions that allow both crops and individuals to thrive. At the same time, it’s a story about the way New Zealand grows an endless stream of champions,” says Lion.
Linking product craftsmanship with national pride and achievement, the campaign rebuilt the brand’s emotional relevance in a way global competitors couldn’t.
To further connect with 18 to 35-year-old drinkers, the team also launched The Next Crop – a long-term talent fund supporting young Kiwis striving to become the finest in their fields.
“These weren’t just partnerships, but proof points that showcased the future of NZ’s Finest through our communications,” Lion adds.
Proudly from here
Delivered across social, AV and OOH, the campaign significantly lifted belief that “Steinlager is made in NZ”, surpassing its target. Brand saliency also beat the target.
Steinlager’s volume share increased too, overtaking Heineken.
The brand refresh proved that sometimes the strongest transformations come from rediscovering what made the brand iconic in the first place.
This story comes from NZ Marketing magazine issue 88, Sept-Nov 2026. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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