AUCKLAND, Today: Steinlager is doubling down on pride, provenance and premium brewing with a fresh new campaign that honours the land—and the next generation of homegrown champions shaped by it.
At the heart of the campaign is New Zealand’s Finest, brought to life in a cinematic brand film narrated by Sam Neill. It’s a powerful tribute to Aotearoa’s raw beauty and spirit.
The ad draws a line between the same whenua, water and barley that shape Steinlager—and the champions rising across the country who carry that same spirit forward.
Fronting the campaign are surfer and filmmaker Elliot Paerata-Reid, chef Jack Stott, X Games gold medallist Jossi Wells, singer-songwriter Jude Kelly, and mountain biker Robin Goomes.
“It’s nice to honour the past, acknowledge those here today, but shifting focus to the next crop of champions is way more exciting.” – Nick Worthington
“As always, the answer was hidden in plain sight,” says Nick Worthington, award-winning founder of The Tuesday Club and Creative Lead on the campaign.
“Steinlager, a champion from the get-go, has been backing NZ Champions ever since, and it’s cast in glass on the bottle. It’s nice to honour the past, acknowledge those here today, but shifting focus to the next crop of champions is way more exciting.”
The launch also includes a full packaging refresh across Steinlager Classic, Pure, Tokyo Dry, Ultra Low Carb, Alcohol Free and Light, giving the entire range a clean new look.
The Super Cold tap network is also expanding, with its signature ice-covered font continuing to serve up a crisp, frosty pint in venues nationwide. That same commitment to freshness extends to the ingredients—each Steinlager still proudly brewed using only the finest locally sourced elements.
The Homegrown Champions campaign rolls out from 29th June, hitting screens and streets through TV, cinema, OOH, digital and social.
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