QHA REVIEW April 2017

NEWS
BEER ENLIGHTENMENT:
AUSSIES DISCOVERING THE BEAUTIFUL TRUTH
Lion’s nutrition information panels (NIPs) on
product bottles and cartons is changing Australia’s
perception of beer for the better.
Around 18 months ago Lion began including
the NIPs as part of its well-publicised “Beer the
Beautiful Truth” campaign. Since then the beer
giant’s research has found that Aussies have shifted
their attitudes, with almost 40% of people believing
NIPs have helped them make more informed choices
when it came to choosing alcohol.
Tanya Marler, marketing director for category,
innovation and communication at Lion,said the whole
point of the campaign was to de-bunk some of the
misconceptions around beer.
“It has enabled us to continue spreading awareness of
the campaign and to help create a more vibrant beer
culture in Australia,” she said. “We’ve only just started
and there is scope to continue the campaign further.”
The research also found that, compared to last year,
more people believe beer is actually lower in sugars
per serve (up 8%) than they thought previously;
beer is lower in carbohydrates and calories per
serve (both up 6%) than they previously thought and
fewer people mistakenly think that all beer contains
preservatives (down 8%).
“In fact, the success of the campaign so far here in
Australia has translated to the launch and roll out
of Beer the Beautiful Truth in the New Zealand
market, where NIPs will also be added to all Lion
wholly-owned beers, to continue Lion’s journey of
providing everybody with the beautiful truth about
beer,” she said.
Dr Sam Hay, a Sydney general practitioner and
former doctor in the Australian Army, also believed
the campaign has been positive. “It’s encouraging to
see that Australians are interested to know what’s in
the alcohol they consume, that reflects a longer term
trend that started with food and soft drinks.
“Of course, it is not only the sugars or the
preservatives people should be aware of; alcohol
should only be consumed in moderation and as part
of balanced and healthy diet. Combining moderation
with nutritional awareness is the key to enjoying beer,
or any other alcohol, for that matter,” he said.
EXPECTANT DADS MEET AT THE PUB
Any bloke feels at home in a pub. So it was an inspired
idea to hold a program of antenatal
classes geared specifically for dadsto-be
down at the local over the
occasional beer and bistro meal.
“Beer and Bubs” first began in
pubs across Sydney in 2004 and by
2009 had expanded to places as
far afield as Perth, Alice Springs and
Toowoomba. Since then the antenatal
program has gone from strength to
strength, offering hundreds of Aussie
blokes practical tips on their role in
childbirth.
Program organisers said the setting was perfect for first
time fathers who don’t know what they’re in for and,
being honest, “would rather head for the pub anyway”.
Even second or third-time dads who weren’t that well
prepared the first time got a lot out of the program.
Beer and Bubs director Carrina Bradbury said the
classes required a space in the pub
that was separate from the general
public so participants could chat
about all things birth without upsetting
regular patrons.
“The friendly, casual atmosphere of
the pub is a great venue for childbirth
education,” she said.
“Childbirth is unfamiliar territory for
most blokes, so it’s more comfortable
for them to be in their natural
environment to learn about something so foreign.”
Beer and Bubs sessions are available at three
Queensland venues: Peregian Beach Hotel (Sunshine
Coast), The Tapestry Bar (Toowoomba) and The
Murrumba Downs Tavern (North Brisbane).
For more information visit: www.beerandbubs.com.au
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