Legendary Brewing Company launched
By James Wells
A new trademark called Legendary Brewing Co. has been launched today using the combined 150 years of history from the iconic Boag’s, Castlemaine, Tooheys and West End brewing brands.
Lion announced it has established the Legendary Brewing Co. to coincide with the launch of Iron Jack – which is the first beer under the new brand identity.
“Legendary Brewing Co is a new brand we have created and we are framing it as ‘bottling Australian stories’,” Lion brand director, Jack Mesley told TheShout in an exclusive interview.
“Iron Jack is the first ‘chapter’ that celebrates great Australian outdoorsmen, positive men who live traditional values well. We also think it taps into some rich Australian cultural tapestry.
“Legendary Brewing Co. is a brand that brings together our collection of traditional breweries of XXXX, Tooheys, West End and James Boag’s – that have come together to tell Australian stories.”
Lion hopes the Legendary Brewing Co. “will encompass stories that are fictional but familiar, taking inspiration from and celebrating Australia and its characters”.