Steinlager, New Zealand’s biggest export beer, is going upmarket next week with the launch of a new premier brand.The official unveiling is on Tuesday (11 July) in Auckland and understands that the new product will be called Steinlager Premium.Steinlager is made by Lion Breweries, the Kiwi division of Lion Nathan. Steinlager is one of the few non-imported premium beers in New Zealand and accounts for over 90% of the country’s beer exports.The brand has high profile sponsorship deals with both the rugby All Blacks and New Zealand’s winning America’s Cup crew.The new Premium brand is thought to be an attempt by Lion to recapture the growing top-end market in New Zealand.Lion is unable to comment on the launch until next week.

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