Beer image needs revamp, says Lion boss

The boss of one of Australia’s biggest brewers has said beer needs to reinvent itself adding that brewers could benefit from the example set by winemakers.

According to Stuart Irvine, Lion chief executive, winemakers have developed a knack of successfully highlighting the natural aspects of their product in a way that brewers have been unable.

Speaking to the Sydney Morning Herald, Irvine said: “We need to reinvent our thinking of beer, which is a very natural product, it has only four ingredients – water, hops, malt and yeast.

“It is a drink of moderation and is relatively low alcohol.”

Consumption of beer in Australia, widely considered the country’s national drink, has plummeted in recent years.

According to the Australian Bureau of Statistics (ABS), Australians are drinking less alcohol than at any time in the last 15 years with beer consumption dropping to a 69-year low. 

Applying further nutritional information to beer could help address consumer’s concerns about beer, Irvine said, which has long battled a reputation for being fattening, despite recent studies proving its various health benefits when consumed in moderation.

Irvine said: “Does beer make you fat? Well beer’s got no sugar in it, how many calories does it have in it? Well we should tell you that on the bottle.”

Lion is owned by Japanese-based beer giant Kirin and owns beer brands including XXXX, Toohey’s and James Boags.