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New Lion is smooth and easy - are you?

23 October 2000

With a less bitter taste and a trendy new look, beer drinking is set to become more exciting with the launch of SA Breweries' revitalised brand, New Lion.

New Lion boasts an innovative and striking silver and blue packaging design - a bold move from traditional beer packaging. It has a 4.4% ABV (alcohol by volume), which allows you to stay in control, is less bitter than most beers, and makes for smoother and easier drinking.

Commenting on why SA Breweries decided to revitalise the Lion Lager brand, Kingsley Potter, New Lion brand manager, said: "More and more young adults, faced with a vast choice of alcoholic drinks, are switching to brands that depict their lifestyle. They demand a less bitter beer with the all-important vibrant image.

"We are proud and excited by the changes we have made to Lion Lager, and believe New Lion will become the natural choice for these demanding consumers who live fast paced lifestyles, spend long hours in mixed gender environments, and where music and social interaction is crucial," he added.

New Lion will become an accessory to these hip and happening young adults, and will offer them a quality beer that speaks their language.

New Lion will be available in 340ml non-returnable bottles and cans, and 750 ml returnable bottles from 23 October 2000.

Issued by:
Meropa Communications
Neo Motlhala (011) 784-1008

On behalf of:
SA Breweries
Kingsley Potter
New Lion Brand Manager

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