History.
A New Zealand beer legacy.
At the heart of Steinlager is a beer that champions New Zealand greatness and national pride in the face of a challenge.
Steinlager Classic was born from a challenge. In 1958, the infamous Black Budget cut beer imports and the challenge was put out to New Zealand brewers to produce a lager of international quality.
The response was Steinlager Classic. Internationally recognised with countless awards on the world stage and envied by brewers the world over.
Today, Steinlager continues to rise to the challenge, with a range of New Zealand’s finest beers that remind our nation we can take on the world.
“Steinecker is born
Lion produces Steinecker in response to then Minister of Finance, Arnold Nordmeyer, who cut beer imports as part of his infamous Black Budget and challenged New Zealand brewers to compete by producing a lager of international quality.
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“Actually, Steinlager.
The name of Steinecker is changed to Steinlager.”
“Steinlager logo changes.”
“Steinlager introduces the turquoise-green can and a new-look label. For the first time the distinctive Steinlager font is used.”
“Steinlager introduces a tear tab on cans.”
“The decision to take Steinlager to North America sees Steinlager adopt a distinctive green bottle for export sales, although retaining the original brown bottle for New Zealand sales.”
“A 460mL Steinlager can is introduced.”
“Steinlager wins the Les Amis du Vin Award (Washington DC)
Steinlager is produced in a green bottle for the domestic market.”
“Steinlager wins the Les Amis du Vin Award again.
Steinlager wins the ‘Best Beer in the World’ title in the United States.”
“Steinlager again wins the Les Amis du Vin Award.”
“Steinlager wins the Les Amis du Vin Award for the fourth year straight and is politely asked not to enter again.
Steinlager wins the ‘Best Beer in the World’ title in the United States.
The first Steinlager shipment is sent to Japan.”
“Now in white
Steinlager is produced in white cans.”
“Eight hundred beers compete for the Championship Trophy in the Brewing industry awards held at Burton-on-Trent, England. There is only one winner.”
“Steinlager sponsors the 1986-87 New Zealand America’s Cup challenge in Fremantle, Perth. New Zealand enters KZ7 the ‘Plastic Fantasic’.
Steinlager changes the tear tabs on its cans to environmentally friendly models.
Steinlager becomes an official sponsor of the All Blacks, which is marked by the ‘Stand by me’ advertising campaign.”
“The ‘They are drinking our beers here’ campaign is launched.
Mel Smith and Griff Rhys Jones’s Steinlager advertisement wins best alcohol commercial in the world award at a New York competition.
The All Blacks win the inaugural Rugby World Cup beating France 29-9 in the final.
Steinlager begins using aluminium cans.”
“Steinlager is the official beer for the World Expo 1988 held in Brisbane, Australia
Steinlager is judged the best from a line-up of 32 international brews in a competition in Melbourne.
Steinlager supports the America’s Cup challenge in San Diego with KZ1 aka the ‘Big Boat’.
Date codes are introduced on Steinlager bottles to ensure freshness.
Steinlager 1 and Sir Peter Blake take line honours in the Bicentennial Two-Handed Around Australia race.
Steinlager 1 was a high-tech trimaran nick named ‘Big Red’ that was fast enough to tow a water skier and cleaned up the round Australia race with a five-day margin.
The Steinlager 12-can pack is the winner of the New Zealand forest products showcase packaging award.”
“Steinlager signs up as sponsor of United States rugby.
The Steinlager 12-bottle pack is joint winner of the New Zealand forest products showcase packaging award.
Steinlager is available on tap in New Zealand bars.
Steinlager wins the Ausbrew Trophy for the best single beer at an exhibition in Victoria, Australia.
Steinlager Dry is launched.
Steinlager sponsors Steinlager 2 in the 1989-90 Whitbread round-the-world yacht race. This was one of Sir Peter Blake’s biggest challenges: his previous two attempts, although courageous and impressive, had not bought the victory he so dearly wanted. Steinlager 2 was the perfect campaign, where his years of experience came together for the perfect race – an unprecedented perfect record of line and handicap doubles for all six legs of the race.”
“A Steinlager billboard campaign is launched in London. What do you call a sophisticated Australian? Answer: a New Zealander.
The ‘New York taxi driver’ advertisment is launched in New Zealand.
Steinlager is licensed to be brewed in Sweden.”
“Steinlager Blue is re-launched.
Steinlager is the official sponsor of the 1991 Rugby World Cup held in Britain. Steinlager produces a can that features the official Rugby World Cup logo.”
“Steinlager sponsors the 1992 New Zealand challenge for the America’s Cup, with Fay’s NZL20.
Steinlager launches the green export can (as white cans are mainly seen as containing low-alcohol beers overseas)
The ‘Lust for life’ campaign is launched.”
“A replica hull of Steinlager 2, skippered by Sir Peter Blake, is erected in downtown Auckland.”
“The Steinlager logos on the All Blacks’ jerseys have to be covered up during their tour of France, owing to local laws restricting alcohol sponsorship.
Steinlager is launched in Finland.
A new logo is designed, introducing the bottle-green and gold colours.”
“Sales of Steinlager soar as Team New Zealand wins the America’s Cup in San Diego. Team New Zealand celebrated an outstanding 5-0 victory over Dennis Connor’s ‘Young America’. Team New Zealand was skippered by the great Sir Peter Blake, and New Zealand became only the second country in 144 years to take the America’s Cup from American shores.”
“Steinlager celebrates with the All Blacks their first series victory on South African soil”
“The Rolling Stones’s Mick Jagger and Keith Richards agree to Steinlager using ‘Paint it Black’ in an advertisement.”
“Steinlager launches the ‘Superbowl’ commercial, and Steinlager is available at the Superbowl.
The Steinlager Jeroboam is launched.
‘Seanlager’ is produced in honour of the recently retired rugby great Sean Fitzpatrick.
The silver fern is added to the labelling on Steinlager bottles, and a taller pint bottle is now used.”
“Adidas takes over from Steinlager as the jersey-naming-rights sponsor of the All Blacks. Steinlager becomes the offical beer of the All Blacks and uses the new tagline ‘Unconditional Supporter’ of the All Blacks.
The ‘Crisp Clean Bite’ campaign is launched.”
“Team New Zealand successfully defends the America’s Cup on home waters, becoming the first country to defend the cup outside of the United States, and we did it 5-0. Auckland’s Viaduct Harbour is awash with celebrations.
Steinlager Premium Light is launched.
Steinlager sponsors the New Zealand Golf Open.”
“Steinlager Premium Light sponsors the Air New Zealand Triathlon Pro Tour.
Steinlager and Karen Walker introduce the ‘Dare To Be’ scholarship, with the prize winner receiving a semester at the prestigious Parsons School of Design in New York.
Steinlager sponsors the New Zealand Golf Open.”
“Steinlager sponsors the New Zealand Golf Open and the golfing world takes notice, with Tiger Woods being the focal point of interest.”
“Steinlager signs a new deal with the New Zealand Rugby Union becoming major sponsor of the All Blacks.
Team New Zealand suffers a heart-breaking 0-5 loss to Allinghi and farewells the America’s Cup from New Zealand shores.”
“Steinlager becomes available on tap at the Walkabout pubs in London.”
“Steinlager wins ‘Best in Class’ in the lager division at the 2006 Australian International Beer Awards (AIBA).”
“Steinlager Pure is launched in New Zealand.
Steinlager Pure launches new TV advertisement with American Actor Harvey Keitel.
Steinlager signs a new deal with the New Zealand Rugby Union becoming the ‘official beer of the All Blacks’. It has now been a sponsor of the All Blacks for more than 21 years.”
“Steinlager Pure launches a new TV advertisement with American Actor Willem Dafoe.
Steinlager Pure is launched internationally in Hawaii, the United Kingdom and Australia.”
“Steinlager Classic steps up and rebrands with a fresh new look.
The latest member of the Steinlager Family is launched – Steinlager Edge
Steinlager Edge. Mid Strength. Full Flavour. Full Life.”
“White Can is back
The return of the iconic White Can to show our belief in the All Blacks for their Rugby World Cup Campaign.
The Steinlager sponsored All Blacks Win the Rugby World Cup for the first time since 1987.”
“Steinlager Pure launches on tap, with a specialty tap designed and built by successful up and coming designer Jamie McLellan.”
“Steinlager is the official beer of for Emirates Team New Zealand and releases a limited edition black Challenger Can.”
“Steinlager Pure partnered with William Trubridge, world record holder and freediving world champion as he attempted to free dive completely unassisted to a record breaking 102m.
After coming painstakingly close, Trubrdge falls short of a world record in the last 10 metres of his ascent.
The ‘Born to Defy’ campaign is launched.”
“The symbolic White Can returns and the story of ‘The Originals’ is told, inspiring kiwi’s to believe again as the All Blacks face another Rugby World Cup.
The All Blacks make history as the first back-to-back world champions
Steinlager Mid is launched – A full bodied, mid strength lager.”
“As the longest standing sponsor of the All Blacks, Steinlager celebrates 30 Years of Unconditional Support for our national team.
Steinlager Pure once again supports William Trubridge in the ultimate sequel as he Returns to the Deep. This time he is successful.”
“Steinlager launched two new additions to the range providing a low carb and lighter alcohol options that don’t compromise on Steinlager’s great tasting beers. Introducing Steinlager Pure Light at 2.5% alc/vol lager and Steinlager Pure Ultra a 50% lower carb option in comparison to Steinlager Pure.
Steinlager announced as official sponsor of Emirates Team New Zealand in their campaign to defend the 36th America’s Cup on home waters with the Steinlager brand appearing on the rudder of the teams AC75.”
“Steinlager sponsors the North vs South rugby game post Covid-19 to a full crowd. One of the first live sports matches post Covid-19 in the world to have a crowd.
Steinlager achieved Toitu Carbon Zero Certification. This means all of the emissions from the entire lifecycle of our product – from growing the grain to the length of time it spends in a consumers fridge – are accounted for and either reduced or offset using verified carbon credits. It doesn’t stop there, carbon zero certification also means we have committed to reducing our carbon footprint every year.”
“Steinlager launches a limited edition red can to celebrate the Emirates Team New Zealand campaign.
Steinlager rebrands with a fresh new family packaging look.
Steinlager launches its first permanent can into the range. A Steinlager Classic can sold in 18 pack format.”