Iron Jack becomes Australia’s biggest beer launch in a decade

23 May, 2018 by Andy Young

Lion is claiming more success with its launch of Iron Jack, declaring the beer to be the most successful beer launched in Australia in the last 10 years.

Since in September last year, Iron Jack has sold over 15 million litres, which included 9.8 million litres in the first six months; this is more volume over that first six months than any other beer launched in Australia in the last decade.

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Lion’s Contemporary Portfolio Manager, Amy Darvill, said:  “When we launched Iron Jack, we wanted to make a beer for hard working, down to earth Aussie blokes. Blokes who love their dogs and the outdoors. Their initial reaction to the beer has been really encouraging.”

In comparing IRI pack data Iron Jack sold 9.8 million litres in the first six months; Australia’s other hugely successful beer launch in recent times has been Great Northern Super Crisp, and the IRI pack data for that beer showed three million litres sold in the first six months after launching in February 2015.

Darvill said this is a direct result of where Iron Jack has focused its investment.

“We made an early decision to make sure we supported our customers with good trial mechanics to get the beer in people’s hands, because we know once this happens the beer stands up on its own,” she said.

Darvill added that Lion has doubled the media spend behind Iron Jack in order to further drive awareness of the brand.

“We’ve had a really great launch but we know it’s only early days and we need to keep up the positive momentum.

“Our original media strategy was to start regional and work our way in towards metro areas. But given the strong start we’ve significantly increased our media spend to include all capital cities, as well as still supporting regional areas.”

Lion is claiming that Iron Jack will have one of the largest media spends of any beer in Australia over this year, with a large scale TV, Radio and Billboard campaign which began in March.