Tap King to add more premium brands
Lion is currently considering making more of its premium beer brands available in the Tap King draught beer at home format, liquor boss James Brindley told TheShout.
Brindley said Boag's Premium and James Squire Golden Ale have been Tap King's strongest performing SKUs, "so maybe it's more of a premium purchase than what we thought".
He said Lion wants to introduce more of its premium beers but will largely be restricted to those that are brewed at the Tooheys facility in Lidcombe, Sydney where the Tap King packaging line is located, such as the larger volume James Squire brand 150 Lashes.
"We don't do Little Creatures at Tooheys, so it'll have to be a Squires, unless we tankered it in, and Little Creatures is not the type of liquid you want to tanker in," Brindley said.
Tankered in from Tasmania, Boag's is the only Tap King beer not currently brewed on-site at Lidcombe.
Brindley said Tap King is currently performing ahead of forecasts, but he acknowledged that the real challenge for Lion lies in ensuring consumers make a repeat purchase.
"It's up to us to market and communicate the experience of the product," he said.