Steinlager: Believe

This case study describes how Steinlager Classic, a New Zealand beer brand owned by Lion Nathan, leveraged its home country's hosting of the Rugby World Cup (RWC) to engage drinkers and grow its equity, in spite of its rival Heineken being the official tournament sponsor.

Steinlager: Believe

DDB Group NewZealand Auckland

Advertiser: Lion NathanBrand: SteinlagerCountry: New Zealand


For a country of New Zealand's size (4.4 million), the Rugby World Cup was quite a big deal. Promising riches, national unity and international triumph the likes of which New Zealanders had never seen.

Global events don't roll into town that often, and beer was set to enjoy the natural growth that came with it.1 Naturally, Lion Nathan (New Zealand's largest alcoholic beverage company) wanted more than their fair share of the World Cup dollar.

Perfect timing for New Zealand,...

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