Lion beer achieves highprofile listings in US

Sri Lanka’s Lion beer entered the US market back in 2004 and over the past 15 years the brand has achieved highprofile listings in New York with over 700 accounts, alongside more in the states of Colorado, Michigan and New Jersey.

Sri Lanka’s premier brewer, Lion Brewery Ceylon, exports the complete Lion range to the United States, including Lion Lager, Lion Stout and Lion Imperial Pilsner.

Lion Stout has achieved distinction and acceptance by the trade and consumers due to its unique flavour and is 65 percent of the export volumes and even been endorsed by accomplished beer reviewers in the US such as the late Beer Hunter, Michael Jackson.

Lion is listed in high-profile bars and restaurants in New York city, including Mayhem & Stout, House of Brews, Lillie’s, Valhalla, Beer Authority and Bea, amongst others.

Lion is proud to be the only Asian beer in bars and restaurants where the brand is listed in the Big Apple, enjoying pride of place amongst globally renowned American and European craft beers.

The company is selective with its listings, focusing primarily on outlets catering to affluent craft and imported beer drinkers. Lion beer also has its place on top of ‘Pride Rock’, being one of only three brands sold at Disney’s popular Broadway musical, ‘The Lion King’, the other two brands being the US icon Budweiser and Tusker beer from Kenya.

The hit production has been running for 25 years continuously on Broadway, with Lion beer sold in cans and bottles along with the show’s merchandise and other food and beverage.

Almost all of Lion beer in New York State is consumed by Americans, with Manhattan adding to 60 percent of volume, 25 percent from Brooklyn, whilst Queens, Bronx, Staten Island and the affluent suburbs of Westchester and Long Island make up the rest.

“Lion beer’s American adventure has been a truly rewarding experience for this Sri Lankan brand and we have successfully made it into the hands and hearts of beer connoisseurs in the big cities.

Whilst Lion beer is currently only available in a few states as we chose to focus on a few key markets, we are in the process of appointing a national distributor by next year,” said Lion Brewery Ceylon PLC Exports Head Sharlene Adams.