The press ad campaign, breaking later in the year, will promote Steinlager Pure's ingredients - New Zealand barley, hops and water, with no additives and no preservatives. It will be primarily targeted at Londoners.
The original Steinlager is New Zealand's biggest-selling exported beer and the Pure variant is outperforming all other premium beers in its home market.
Outside, New Zealand the brand is already available in Australia, Fiji and Hawaii. London its first foray beyond the South Pacific.
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