With State of Origin season upon us, Lion’s XXXX beer is honouring its 145-year Queensland heritage with a limited edition can design for locals, in case state loyalty was in question.
Each can in the XXXX GOLD Pride In Your Origin design has a number from 0-9 that can be combined to make up one of Queensland’s 447 postcodes.
(Video source: Lion; Voice over and cameo: Patrick Donohue, Lion Field Sales Director - QLD)
Lion head of marketing – Core Beer, Chris Allan, said that the unique design is about honouring XXXX’s rich Queensland roots, celebrating the brand’s heritage and Queensland community, and – of course – championing hometown heroes, the Queensland Maroons.
“XXXX has a proud 145-year history of supporting Queenslanders, and our new Pride In Your Origin cans are a genuine way to spark pride within communities across the Sunshine State… [and] enabling all consumers to celebrate the towns and communities that they are a part of.
“It allows all footy fans to showcase their community pride when they come together in living rooms, footy clubhouses, and local pubs to support the Maroons in the annual battle for state pride!”
Queensland Maroons lock, Patrick Carrigan notes: “Growing up in Brisbane it was my dream to represent my state in the Maroon jersey. When I step out onto the field, I’m stepping out for everyone from my hometown of Holland Park (4121) and our loyal QLD supporters. The new XXXX cans are a great way for Queenslanders to share our pride. Cheers to the mighty Maroons!”
The limited-edition XXXX cans have been printed in-house at the iconic XXXX Milton (4064) brewery site.
The 375ml cans are now available for a limited time in a specially marked XXXX GOLD 30-case (RRP $55) at major liquor outlets across Queensland, while stocks last.
