Steinlager is building on a legacy of pride, provenance and premium brewing with a new campaign that pays tribute to the land of Aotearoa and how it shapes the next generation of homegrown champions.
The guiding brand statement “New Zealand’s Finest”, is brought to the fore once again with a moving cinematic brand ad set against the raw beauty of Aotearoa. Narrated by iconic actor Sam Neill, the film captures the spirit of a new crop of excellence rising, reminding us that the same water, barley and whenua that craft Steinlager, also craft our champions.
Leading the campaign are surfer and filmmaker Elliot Paerata-Reid, chef Jack Stott, X Games Winner Jossi Wells, singer-songwriter Jude Kelly, and mountain biker Robin Goomes.
“As always, the answer was hidden in plain sight,” says Nick Worthington, award winning founder of The Tuesday Club and Creative Lead on the campaign.
“Steinlager, a champion from the get-go, has been backing NZ Champions ever since, and it’s cast in glass on the bottle. It’s nice to honour the past, acknowledge those here today, but shifting focus to the next crop of champions is way more exciting.”
Alongside the campaign, Steinlager has introduced refreshed packaging across Steinlager Classic, Steinlager Pure, Steinlager Tokyo Dry, Steinlager Ultra Low Carb, Steinlager Alcohol Free and Steinlager Light. Additionally, there will be a continued expansion of the Super Cold tap beer network across on-premise venues to enhance product experience with its eye-catching bespoke tap font encased in ice that delivers a unique and unrivalled ice-cold refreshing beer experience. This is all bolstered by the ongoing commitment to using the finest locally sourced ingredients in our brews.
The “Homegrown Champions” campaign will begin rolling out nationally from 29th June across TV, cinema, OOH, digital and social.
