Lion managing director James Brindley has revealed to Drinks Trade magazine why the brewing giant is looking beyond beer to remain an agile business.
Brindley (pictured above, left) recently celebrated 25 years with Lion and 10 years as MD. He says the craft movement in both spirits and beer has transformed the industry.
In the past year, Lion has taken a major stake in Four Pillars Gin and released Australia's first alcoholic seltzer, Quincy.
"Our focus on craft has extended beyond beer to spirits now, and we’re really energised by our new partnership with Four Pillars and Vanguard Luxury Brands," Brindley said.
"We love craft, and we have a long history of investing in excellent businesses and letting the founders keep their hands on the wheel.
"Four Pillars was established by Stu Gregor, Cam Mackenzie and Matt Jones in 2013, and what they’ve achieved in that time is remarkable. It is a fantastic business with great people and a real passion for exceptional product, which is evident to anybody who has visited the distillery door in Healesville, or met anyone who works for Four Pillars!
At the time the deal was made, Gregor told Smart Company: “Now it’s about growing internationally, but also consolidating where we are in Australia … we want to be over Hendricks."
Four Pillars is now on target to produce more than one million bottles of gin a year by 2020.
Gregor recently told the Daily Telegraph: “Lion are helping with our distribution across Australia and we’ve also met with a few of their international players.”
Brindley added to Drinks Trade: "Craft spirits, and particularly craft gin, continue to show strong growth in Australia, and entering this category fulfils our commitment to give drinkers a range of beverage options to suit all occasions. It is a really exciting category to be in, and it will see Lion’s craft journey continue beyond beer.
"Another important part of this is our partnership with Four Pillars’ domestic distributor, Vanguard Luxury Brands, which boasts an impressive portfolio of brands including Michter’s, Flor de Cana and Tequila Fortaleza. The Vanguard team is a wonderful craft and premium spirits advocate, and plays an important role in educating people on different ways to consume spirits."
Regarding Quincy, Brindley said the product was an exciting development for the Australian market, as it taps into the mindful drinking trend.
"Quincy is an innovative response to the growing demand for a lighter-style of drink that tastes great too. We actually use our brewing credentials to make Quincy, and through a rice fermentation process, the alcohol is naturally occurring," he explained.
"The end result is a delicate taste profile with very low bitterness. The popularity of this category overseas can be attributed to the trend towards mindful consumption – a trend we are definitely seeing in Australia too. Consumers want choice, without compromising on quality or taste. When you don’t feel like a wine, spirit, or cider, Quincy is a fantastic option."
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