Lion and the Australian Turf Club (ATC) have announced the two businesses have agreed to end their 32-year partnership.
The partnership saw Lion as the official beer and cider partner of the ATC on racedays across Sydney’s four racecourse venues, as well as the Rosehill Bowling Club.
Lion Australia Managing Director, James Brindley, said: “While Lion has enjoyed a long and successful relationship with the ATC, we believe it is time for us to pursue fresh opportunities that align with our evolving business strategy and vision for the future.
“Throughout our partnership, we’ve been proud to support the ATC and engage with its vibrant community of racing fans. The experiences and memories created over the years will always be valued, and we wish the ATC continued success in their future endeavours.”
On its website Lion highlights five key pillars in its strategy for growth, the first being ‘Win in key consumer battlegrounds’, with the brewer saying: “We will meet and exceed consumers’ changing needs by developing our current brands and innovating in segments of the future.”
Lion also aims to ‘Be a force for good’, saying “Our brands and business will build trust by engaging our communities and consistently doing the right thing for the long term”.
The third pillar is ‘Culture for Performance’ Lion said: “We will be a ‘challenger’ organisation, with world-class talent as diverse as our consumers and communities.”
Fourth is ‘Tech and Data Driven’ for which Lion says: “We are driving new capabilities to deliver exceptional insights and transform how we partner with our valued customers, enhance our business and our operations.”
The final pillar is ‘Fuel for growth’ and looking at its overall strategy Lion said: “Our business strategy is focused on accelerating growth across our key categories including core beer, craft beer and modern ready to drink beverages, always keeping the consumer and customer at the heart of all we do.”
