The inaugural National Local Day on Tuesday, 23 March was a resounding success with Lion hitting the redemption cap of $600K at 8.30pm on the evening. This translates to 40,000 Lion branded digital Mastercards being redeemed for Lion beers at local pubs around the country.
The state by state breakdown of Lion’s state pride beers foes like this:
- New South Wales: 14, 906
- Victoria: 7,245
- Queensland: 10, 135
- South Australia: 3, 465
- ACT: 406
- Western Australia: 2,274
- Tasmania: 1,569
Lion declared 23 March 2021 the inaugural National Local Day – to mark the anniversary of Australian local pubs and clubs falling silent – and to celebrate the resilience that has kept them going over these past 12 months.
Managing Director James Brindley said:
“The success of our inaugural National Local Day speaks to the resilience of our industry and the importance of pubs as places of gathering and connection in communities right around the country. After such a hard year, Lion is proud to be a continuing supporter and partner to these venues on their road to recovery. We’ll mark this day again next year.”
Lion ran a national promotion making half a million dollars’ worth of $15 digital Mastercards available which consumers could download via a QR Code in newspapers on Saturday.
Once the digital Mastercard was saved into their phone wallet, it was redeemable at their local bar to purchase any of the state pride Lion brands: Tooheys (NSW), Furphy (VIC), XXXX (QLD), West End (SA), Swan (WA), Boag’s (TAS).