Friday, March 23, 2007


Lion Nathan has launched a new range of beers in to the New Zealand market which are a refreshing new take on the traditional beer category. The new MASH range of beers comprises of three variants: MASH Golden Lager is an easy drinking, crisp, refreshing lager and the MASH Citrus Lager is invigorating, offering a beer with a hint of lime. The MASH Energy Lager, with the addition of guarana, provides a great energy kick to go with its clean flavor. The strength of the new brand, especially given that plays in this space, is that it will be completely open to interpretation by the consumer. The MASH name reflects the point of difference with this product - mashing beer with flavors - and it relates to a core component of the brewing process. It is also reflective of a global phenomenon where iconic brands, people and experiences are mashing with others to create new products. It will be interesting to see if this type of brand takes off and emulated by other beer manufacturers here in the states. If the Corner can get a few samples of these New Zeland MASHes, we'll drop a review here.

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