Kiwi beer Lion Red is throwing political correctness to the wind by sponsoring an online men's magazine "for guys who aren't afraid to be guys".
Fire Babes

New Zealand brand leader Lion Red, brewed by Lion Nathan, is a co-sponsor of, which offers a diet of "fire babes", sports, advice and entertainment for "millennium guys".

The company's marketing manager said the site fitted Lion Red's image because it "represents everything that appeals to the Kiwi male". Lion hopes to attract 50,000 registered users in the first year, and will judge the effectiveness of its sponsorship by measuring the use of the site's interactive activities.

Clare Blackburn