Steinlager celebrates a new generation of champions in new campaign

Kiwi beer company Steinlager has launched a modern brand campaign that celebrates “a new generation of champions”.

The campaign brings the Steinlager ethos: “New Zealand’s Finest” to the fore once again. Embossed on every bottle, the statement encapsulates what Steinlager stands for: a deep connection to New Zealand champions, pride and world-class, award-winning quality.

To launch the platform, Steinlager has created a video, “Homegrown Champions”, voiced by Sam Neill.

Set in Aotearoa, the film celebrates a new generation of excellence rising – from athletes and artists to chefs and cultural changemakers, it honours the same water, barley and whenua that craft Steinlager, and Kiwi champions.

The next crop of champions

“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.”

Supporting the storytelling is a product and retail strategy, including refreshed packaging to reinforce Steinlager’s premium cues on shelf across Steinlager Classic, Steinlager Pure, Steinlager Ultra Low Carb, Steinlager Tokyo Dry, Steinlager Alcohol Free and Steinlager Light.

Additionally, there will be a continued expansion of the Super Cold tap beer network across on-premise
venues. This is all bolstered by the ongoing commitment to using the finest locally sourced ingredients.

Annemarie Browne, marketing director at Lion NZ, says: “The future of Steinlager is built on the same foundation that’s always defined it – pride, provenance, and premium quality. We’re taking everything people have always loved about Steinlager, the taste, the legacy, the spirit, and giving it new relevance for today’s beer drinkers, across the generations.”

The “Homegrown Champions” campaign rolled out nationally from June 29 across TV, cinema, OOH, digital and social.