Lion Pty Ltd

Lion Pty Ltd., whose headquarters is in Australia, has been working in the manufacturing, marketing, selling, and distributing of alcoholic and non-alcoholic beverages since its establishment over a century ago. They believe they are at the center of human connections, and therefore are taking social responsibility and making it their mission to connect people. In 2009, Lion joined Kirin Holdings and has expanded globally in Australia, New Zealand, and the United States.

June 5, 2023

  • Promote the re-growth of focus brands and our U.S. and Australian craft beer-centered premium strategy

  • Promote the re-growth of focus brands and our U.S. and Australian craft beer-centered premium strategy

Lion will strengthen marketing activities in priority brands such as XXXX. In the well-performing craft beer area, Lion will focus on strengthening its operating base in Australia and the United States. Lion will also pursue sustainable growth through transformation to a new business operation model.

2022 Year in review
  • The Australian on-premise alcoholic-beverage market has been recovering from the impact of the COVID-19 pandemic, but the off-premise market has remained weak. Lion’s on-premise sales have returned to the level they were before the pandemic, and due to their strengthening of marketing activities centered on their focus brand, XXXX, off-premisesales resembled those of the previous year.
  • The craft beer category also performed well, thanks to the contributions of Fermentum Pty Ltd, whom we acquired in 2021.
  • We achieved double-digit growth in the U.S. through the growth of New Belgium Brewing’s Voodoo Ranger brand and our merger with Bell’s Brewery.
2023 Initiatives
  • Lion aims to generate top-line growth by strengthening marketing activities for focus brands, such as XXXX, Tooheys, and Hahn.
  • Regarding well performing craft beers, Lion aims to grow by enhancing foundations through broadening their product lines in Australia and the U.S. and other activities.
  • Lion aims to achieve sustainable growth by bettering customer services and lowering costs through improved efficiency and flexibility and by optimizing head office functions to strengthen corporate functions for the alcoholic beverage business.

  • Logo：VOODOO RANGER Logo：STONE WOOD Logo：Two Hearted IPA

  • Logo：VOODOO RANGER Logo：STONE WOOD Logo：Two Hearted IPA

Expanding sales of the Fermentum’s Stone & Wood craft beer brand we acquired in November 2021

  • Image: Stone & Wood

  • Image: Stone & Wood

Lion, while a large manufacturer, has always respected the craft brewery founder’s spirit, and has led the craft beer market by maintaining a high brand image while scaling up its operations. This gained them the sympathy of Australia’s number one independent craft brewery, Fermentum, with whom they shared many common values when it came to business and brewing beer. Lion then determined they could synergize well with Fermentum and made them a wholly owned subsidiary in November 2021. In 2022, Lion successfully merged with Fermentum, achieving their goals amid a weakening off-premise market. Stone & Wood, Fermentum’s focus brand, is expected to grow in the Australian market as a focus product of the Lion Group.