Steinlager
Steinlager is a New Zealand lager beer brand owned and brewed by Lion.
Last updated August 31, 2026
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Overview
Steinlager is a New Zealand lager beer brand first introduced in 1958 by New Zealand Breweries Ltd, the brewing company that later became part of Lion. It is principally associated with Steinlager Classic, a pale lager that became one of New Zealand’s best-known beer exports and a prominent symbol of the country’s brewing and sporting culture. The brand emerged during a period when New Zealand import restrictions encouraged domestic brewers to produce locally made alternatives to international beers. It was initially launched as Steinecker, a name connected with the brewing equipment used to make it. In 1962, the beer was renamed Steinlager, a name intended to distinguish it from Heineken and establish a more distinctive international identity. Steinlager’s growth accelerated during the 1970s and 1980s. The beer entered export markets including the United States and Japan, won a succession of international brewing awards, and developed a premium image around the slogan “New Zealand’s Finest.” Export packaging used green bottles, while brown bottles remained associated with the domestic market. The brand’s international profile was reinforced by sponsorships of the All Blacks and New Zealand sailing campaigns, including America’s Cup challenges and Team New Zealand’s successful 1995 campaign. Although Classic remains the core product, Steinlager has expanded into a portfolio covering premium, reduced-alcohol, lower-carbohydrate, dry-style and alcohol-free beers. Extensions have included Steinlager Blue, Premium Light, Pure, Edge, Tokyo Dry, Light, Ultra Low Carb and Alcohol Free. Steinlager Pure, launched in 2007, was positioned as a modern premium lager made from water, malted barley, yeast and New Zealand-grown hops, including Pacific Jade and Nelson Sauvin varieties. Tokyo Dry, launched in 2016, reflected collaboration between Lion New Zealand and its Japanese parent group and used brewing techniques associated with Japanese dry lager. In the 2020s, the brand increasingly addressed sustainability and changing drinking preferences. Parts of the range received Toitū net carbon zero certification, covering lifecycle emissions from agriculture and brewing through packaging, distribution, refrigeration and consumer use. Lion also piloted a returnable-bottle system using digitally tracked reusable crates, seeking to reduce single-use packaging and assess whether traditional returnable beer packaging could be revived at scale. Steinlager remains an active Lion brand with a particularly strong New Zealand identity and continued export presence.
History
Steinlager was introduced in New Zealand in 1958 by New Zealand Breweries Ltd. Its creation reflected the commercial conditions produced by the government’s import restrictions during the 1958 “Black Budget,” which made imported beer less available and encouraged local brewers to develop products capable of competing with international lagers. The beer initially carried the name Steinecker, derived from the brewing equipment associated with its production. In 1962, the name was changed to Steinlager to create a clearer and more distinctive market identity and to avoid confusion with Heineken. The brand’s early development established the basic identity it would retain: a New Zealand-made lager presented as an internationally credible premium beer. During the 1970s, Steinlager entered export markets including the United States and Japan. Export presentation became an important part of the strategy. After advice from an American consultant, bottles intended for export were changed from brown to green, reflecting the visual conventions of premium imported beers, while the domestic market continued to receive the brown-bottle presentation. Steinlager achieved significant recognition in international brewing competitions during the late 1970s and 1980s. It won the Les Amis du Vin award repeatedly and received recognition at the Brewing Industry International Awards in Burton upon Trent. The awards helped support the brand’s premium claims and its recurring “New Zealand’s Finest” positioning. At the same time, Steinlager became closely connected with New Zealand’s national sporting identity. It became an official All Blacks sponsor in 1986 and supported New Zealand sailing and America’s Cup campaigns. Sponsorship of the 1986 challenge in Fremantle, including the KZ7 yacht known as “Plastic Fantastic,” was followed by support for the 1992 challenge and Team New Zealand’s successful 1995 America’s Cup campaign. From the 1990s onward, Steinlager broadened its product architecture. Steinlager Blue was introduced in 1991 and later discontinued, leaving the core product to be marketed simply as Steinlager or Steinlager Green in some contexts. Premium Light followed in 2000, while Super Cold presented the standard lager as a draught product served at approximately zero degrees Celsius. In 2007, Steinlager Pure was launched as a more contemporary premium lager. Its recipe highlighted a small set of ingredients and New Zealand hop varieties, including Pacific Jade and Nelson Sauvin. The launch used international advertising featuring actors Harvey Keitel, Willem Dafoe and Vincent Gallo, and the product later expanded into Australia, the United Kingdom, Hawaii and other export markets. The portfolio continued to move toward lower-strength and differentiated styles. Steinlager Edge, a 3.5% alcohol and lower-carbohydrate variant, was launched in 2009 and discontinued in 2013 after weak sales. Tokyo Dry arrived in 2016, using New Zealand malted barley, rice syrup and Green Bullet hops and drawing on Japanese dry-lager techniques. Steinlager Light and Steinlager Pure Ultra, later known as Ultra Low Carb, were introduced around 2019 in response to demand for lower-alcohol and lower-carbohydrate options. Alcohol Free followed in the early 2020s, using low-temperature fermentation intended to limit alcohol formation while preserving flavour. Recent activity has included environmental certification and packaging experimentation. In 2021, parts of the range received Toitū net carbon zero certification based on lifecycle assessment and offsetting of emissions that could not yet be eliminated. In 2024, Lion, Datacom and Super Liquor tested a reusable 330 ml bottle system using barcode-tracked twelve-bottle crates. The programme was intended to reduce packaging waste and evaluate whether returnable bottles could be expanded beyond the pilot. Steinlager therefore combines a long-established national lager identity with ongoing product, export, sponsorship and sustainability initiatives.
- 2024
Returnable bottle pilot begins
[1]Lion tests reusable bottles and digitally tracked crates through a partnership with Datacom and Super Liquor.
- 2021
Net carbon zero certification
[1]Parts of the product range receive Toitū net carbon zero certification.
- 2016
Tokyo Dry launches
[1]Steinlager introduces a Japanese-influenced dry lager developed with Lion’s Japanese parent group.
- 2013
Steinlager Edge is discontinued
[1]The Edge variant is withdrawn after poor sales.
- 2009
Steinlager Edge launches
[1]A 3.5% alcohol, lower-carbohydrate variant is introduced.
- 2007
Steinlager Pure launches
[1]Lion introduces Steinlager Pure as a premium extension using New Zealand-grown hops and a simplified ingredient positioning.
- 1991
Steinlager Blue is introduced
[1]The brand launches Steinlager Blue as a variant marketed alongside the core product.
- 1986
All Blacks sponsorship begins
[1]Steinlager becomes an official sponsor of the All Blacks and also supports New Zealand’s America’s Cup campaign.
- 1980
Fourth consecutive Les Amis du Vin recognition
[1]Steinlager receives the Les Amis du Vin award for a fourth consecutive year.
- 1970
Export expansion begins
[1]Steinlager expands into international markets including the United States and Japan during the 1970s.
Products and positioning
A premium New Zealand lager brand combining national identity, export heritage, sporting associations and a progressively broader portfolio of modern beer styles.
Pale lager · 1958
Steinlager Classic
The flagship Steinlager lager and the product most closely associated with the brand. It is a full-strength pale lager traditionally marketed as a premium New Zealand beer and exported internationally.
Lager variant · 1991
Steinlager Blue
A variant introduced in 1991 and promoted through advertising featuring The Blues Brothers. It was later discontinued; the differently coloured packaging did not represent a different brewing vat or recipe in the way consumers might have assumed.
Low-alcohol lager · 2000
Steinlager Premium Light
A lighter, lower-alcohol extension introduced to broaden Steinlager’s appeal beyond its full-strength flagship.
Draught lager format · 2006
Steinlager Super Cold
A serving format consisting of Steinlager Classic served on draught at approximately zero degrees Celsius rather than a separate beer recipe.
Premium lager · 2007
Steinlager Pure
A premium extension launched in 2007 and made with water, malted barley, yeast and New Zealand-grown hops. Pacific Jade and Nelson Sauvin hops contribute to a lighter hop aroma and cleaner finish than the classic product. The beer was exported to markets including Australia, the United Kingdom and Hawaii.
Mid-strength low-carbohydrate lager · 2009
Steinlager Edge
A 3.5% alcohol, lower-carbohydrate variant using hops associated with Classic and Pure. It was withdrawn after poor sales.
Dry lager · 2016
Steinlager Tokyo Dry
A dry-style lager introduced in 2016 through collaboration between Lion New Zealand and its Japanese parent group. It uses New Zealand malted barley, rice syrup and Green Bullet hops to create a lighter body and crisper finish.
Low-alcohol lager · 2019
Steinlager Light
A 2.5% alcohol lager developed as an intermediate option between full-strength beer and alcohol-free products, with a lighter hop profile, lower bitterness and crisp finish.
Reduced-carbohydrate lager · 2019
Steinlager Ultra Low Carb
A 4.2% alcohol lager formulated to reduce carbohydrate content while retaining more body than many light beers. Its brewing process uses New Zealand pilsner and Munich malts and extended fermentation.
Alcohol-free lager · 2020
Steinlager Alcohol Free
A 0.0% alcohol lager developed using very low-temperature fermentation intended to limit alcohol production while preserving flavour compounds that can be affected by heat-based dealcoholisation.
Marketing campaigns
- 2007Steinlager Pure launch campaign
New Zealand · Australia · United Kingdom · United States
The launch of Steinlager Pure used international advertising featuring Harvey Keitel, Willem Dafoe and Vincent Gallo and presented the beer as a contemporary premium product.
Outcome. Pure became an important extension of the brand and was subsequently introduced in additional export markets.
- 1992Team New Zealand America’s Cup support
New Zealand · International sailing audiences
The brand continued its sailing association by supporting New Zealand’s 1992 America’s Cup challenge with NZL20.
Outcome. The sponsorship extended Steinlager’s presence in high-profile international sailing.
- 1991Steinlager Blue advertising campaign
New Zealand
Steinlager Blue was promoted with an advertising campaign featuring The Blues Brothers.
Outcome. The variant was later discontinued, while the core Steinlager product continued.
- 1986All Blacks sponsorship
New Zealand
Steinlager became an official sponsor of the All Blacks, linking the brand with one of New Zealand’s most internationally recognised sporting institutions.
Outcome. The sponsorship helped reinforce Steinlager’s association with New Zealand identity and national sport.
- 1986America’s Cup campaign sponsorship
New Zealand · Australia · International sailing audiences
Steinlager sponsored New Zealand’s 1986 America’s Cup challenge in Fremantle, including the KZ7 yacht known as “Plastic Fantastic.”
Outcome. The campaign established a long-running connection between Steinlager and New Zealand yachting.
Brand decisions
2024
Pilot a returnable bottle systemStrategyBackground
Lion sought to reduce single-use packaging and test whether reusable beer containers could be reintroduced into modern retail distribution.
Action taken
Steinlager partnered with Datacom and Super Liquor on reusable 330 ml glass bottles and barcode-tracked twelve-bottle crates.
Aftermath
The pilot was intended to inform possible expansion of returnable packaging to more locations.
2021
Pursue lifecycle carbon certificationStrategyBackground
Packaging, brewing, agricultural inputs, distribution and refrigeration all contribute to the environmental footprint of beer.
Action taken
Parts of the Steinlager range received Toitū net carbon zero certification, with residual emissions addressed through accredited projects.
Aftermath
The certification gave the brand a formal sustainability claim and committed it to continuing emissions reductions.
2016
Launch Steinlager Tokyo DryProduct launchBackground
Consumers were showing interest in dry lager styles associated with Japanese brewing.
Action taken
Lion introduced Tokyo Dry using New Zealand ingredients and Japanese-influenced brewing techniques.
Aftermath
The product broadened Steinlager’s portfolio beyond traditional pale lager.
2009
Launch Steinlager EdgeProduct launchBackground
The brand responded to interest in mid-strength and lower-carbohydrate beer.
Action taken
Lion introduced Edge at 3.5% alcohol by volume.
Aftermath
The product was discontinued in 2013 after poor sales.
2007
Launch Steinlager PureProduct launchBackground
Lion sought to extend Steinlager into a more contemporary premium segment.
Action taken
Lion launched Pure using a four-ingredient positioning and selected New Zealand hop varieties.
Aftermath
Pure expanded into several export markets and became a major product within the wider portfolio.
1973
Adopt green export bottlesStrategyBackground
An American consultant advised that the brand’s export presentation should resemble the visual language of premium imported beers.
Action taken
Steinlager changed export bottles from brown to green while retaining brown bottles for the domestic market.
Aftermath
The packaging supported the brand’s premium export positioning.
1962
Rename Steinecker as SteinlagerStrategyBackground
The original name was linked to brewing equipment and could create confusion with an established international beer brand.
Action taken
New Zealand Breweries changed the product name to Steinlager.
Aftermath
Steinlager became the enduring identity used for domestic and international growth.
Recent events
- 2024
Steinlager pilots reusable bottle and crate system[1]
Other
Steinlager began a pilot returnable-bottle programme with Datacom and Super Liquor, using reusable glass bottles and digitally tracked crates.
- 2021
Parts of the Steinlager range receive Toitū net carbon zero certification[1]
Other
Lion announced certification covering lifecycle emissions for parts of the range, with residual emissions addressed through accredited carbon-reduction projects.
- 2016
Steinlager introduces Tokyo Dry[1]
Product launch · Product generation
The brand introduced a dry-style lager developed through Lion New Zealand’s collaboration with its Japanese parent group and promoted as a combination of New Zealand ingredients and Japanese brewing expertise.
- 2007
Steinlager expands into premium lager with Steinlager Pure[1]
Product launch
Lion launched Steinlager Pure as a premium extension made with four principal ingredients and New Zealand-grown hops.
Sources1 sources
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