New brewery and new beer
Lion Nathan also launched a new beer, Boag’s Pure, a super-premium full-strength lager at 4.5 percent ABV, which is brewed from Tasmanian barley malt, hops and water only with local Southern Hallertau hops used late in the boil to provide aroma.
On the occasion of the launch, Lion Nathan has rolled out a multi-media campaign including TV and cinema spots, developed in partnership with Publicis Mojo.
Airing nationally, the 60, 30, and 5-second spots are set deep in the wilderness of Tasmania, revealing a hidden night time world in which a series of strange natural phenomena culminate in the discovery of the beer.
