The brand name is 'SYDNEY LAGER'. 

With typical Australian boldness, the SYDNEY LAGER brand is overtly Australian, but of the 'New World', offering everything that is good about Australia

• Lifestyle

• Culture

• Cosmopolitan

• Fun and Sport

Points of Difference

• Premium 5% ABV 330 ml bottle.

• Taste has character - but remains mainstream.  This is no blond/bimbo beer.

• Has a name that is easy and familiar

• Name converts to an easy bar call/colloquial term - 'SYD'.

• "Buy your Buds a 'SYD'!

Brand Personality

• Overtly Australian - Is smart and bright and enjoys a high quality lifestyle.

• Has the wealth, style and personality of Sydney - Cosmopolitan, Beautiful city, Aspirational.

• Works hard, plays hard.

• Has presence and style.

• Enjoys all sports.  Rugby, cricket, football, surfing., athletics, Admirals Cup, Olympics, motor racing.

Product Attributes

• Refreshing

• Balanced

• All natural ingredients

• Cleaner

• Crisper

• Drier

• All sugars converted to alcohol.

Target Audience

• 18 - 34 years.

• Predominantly male, but female also.

• Social animals out for a good time or partying at home.