Lion has announced the launch of Iron Jack Full Strength Lager.
It will be the second beer in the Iron Jack stable, building on the success of 2017’s mid-strength, Crisp Australian Lager, which sold over 16 million litres in its first eight months, making it Australia’s biggest beer launch in a decade.
Iron Jack Full Strength Lager is 4.2% ABV and features pale malts balanced with the aroma from a light dose of Saaz hops, which gives a super crisp finish. Iron Jack Full Strength is preservative free and has 30% less carbs than regular full strength beers.
“Iron Jack is a brand inspired by Australia’s legendary outdoorsmen and the traditional values they portray like loyalty, strength and generosity. It’s about recognising that the role of the modern Aussie male is evolving, but those old school traits are still as important now as they used to be,” Lion’s Contemporary Portfolio Manager, Amy Darvill said.
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Like its predecessor, Australian sporting identity, Nick ‘Honey Badger’ Cummins will feature in the brand campaign for Iron Jack Full Strength Lager. He launched the beer (above) at an event in Sydney last night.
“We believe in the traditional Australian way,” said Cummins. “By living with integrity, mateship and giving all a fair go, you’re well on your way to achieving ‘good bloke status’. Iron Jack has tapped into that – it’s a great tasting beer for those who are comfortable in their own skin. It’s a beer for men who are unapologetically themselves – and that’s refreshing.”
The launch of Iron Jack Full Strength will be supported by a new brand campaign and TVC set to launch later in 2018.
Iron Jack Full Strength Lager will be available from July 16 2018 in 330ml bottles, 375ml cans and on tap at selected outlets nationally.
For more information head to www.ironjack.com.au
