Sustainability in the marketplace is imperative to both our mission of making the world a more sociable place, and our vision of becoming Australia's and New Zealand's leading alcoholic beverage company.
By finding better ways of working with our suppliers and partnering our customers, we can ensure we're able to provide our consumers with the right brand, in the right format, at the right price for their specific occasion. That's important and something we work hard to achieve. Day in. Day out.
At the heart of our approach in the marketplace is the concept of achieving together through the ‘Three-Way- Win’. It guides us to make marketplace decisions that deliver for consumers, customers and our business. The more we can repeat the Three-Way-Win, the more sustainable our business and those of our customers will be.
Lion Nathan’s marketing is world class and we are constantly striving to improve.
We work hard to attract drinkers from other brands and beverages and we are fully alive to our duty to market responsibly. We go to great lengths to ensure that our marketing does not contribute to the problems of misuse and we are guided by our Sociability Commitment and the Lion Nathan Code for Responsible Marketplace Activity.
We make a significant investment in marketing - some 8-10% of net sales revenue which is considered world’s best practice for a branded FMCG company. We do this because we believe in brands as an endorsement of quality and reliability for consumers.
Brands are a crucial manifestation of lively competition and they enhance the drinking experience for consumers. Today’s drinkers don’t just want to receive messages from their favourite brands, they want to interact with them.
Marketing has been crucial in helping Lion Nathan establish the most successful less than- full strength beers in the marketplace – Hahn Premium Light and XXXX GOLD.
We believe that responsible advertising can have a positive effect in shaping our drinking behaviours. Depicting people enjoying their drinks safely and responsibly helps to embed positive images of sociability in our culture.
Our marketing efforts equip our customers with brands our consumers want to buy. But we recognise that there is much more we can do to partner with our customers to build their businesses.
We invest a great deal in education for our sales and marketing people to help them be the best they can be. Our people engage in a range of initiatives to partner with our customers to share knowledge, prepare joint plans and to help them build their businesses.
Sustainable relationships with our suppliers are also crucial to our business and we aim to build long term relationships of trust with key partners. We want to work with great companies with high standards of customer service and sustainable practices.
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