Lion launches new campaign for its brand new ultra-low alcohol beer Hahn Ultra via Integer

Lion is launching a campaign via Integer for its new low alcohol beer, Hahn Ultra, which is set to bring new interest into the low alcohol category in Australia.

The creative focuses on the key product benefit of Hahn Ultra containing just 0.2 standard drinks (per 330ml bottle) with the tagline ‘The 0.2 Advantage’.

Says Ben Slocombe, marketing director for Lion: “To us, the 0.2 Advantage is that consumers no longer need to compromise, either on the time they’re able to connect with their mates over an ice- cold beer, or what they want to achieve tomorrow. There’s no need to say cheers with a lemon squash anymore.”

The launch of Hahn Ultra is Lion’s response to the global popularity in non/low alcohol beers, with the segment increasing by 34%1 in the past five years.

Says Slocombe: “In Australia, consumption of low alcohol beer has remained low compared to our international counterparts and understanding of its benefits have been limited. We hope that with the launch and campaign we will begin to see the dial shift and awareness increase, particularly given how popular mid-strength beers are locally.

“We believe Hahn Ultra is going to bring new interest into the low alcohol category. We are offering more choice to people who are looking to moderate their alcohol consumption, but still want to connect socially and enjoy a great tasting beer.”

At 0.9% ABV, Hahn Ultra is low in alcohol but is crafted to offer the full flavoured beer taste that Aussies love.

The campaign is scheduled to run from March until the end of July and will be supported by digital, social, PR and a sampling campaign.

Says Slocombe: “We believe Hahn Ultra is going to bring new interest into the low alcohol category. We are offering more choice to people who are looking to moderate their alcohol consumption, but still want to connect socially and enjoy a great tasting beer.”

Client: Lion

Research: Fifityfive Five