Steinlager raises a glass to the next crop of NZ’s finest in cinematic campaign via The Tuesday Club

Steinlager, one of Aotearoa’s most iconic beer brands, has launched a new brand campaign via The Tuesday Club with a bold, emotionally charged celebration of homegrown excellence from “New Zealand’s Finest”.

The cinematic new work is narrated by beloved Kiwi actor Sam Neill and pays tribute to the land that not only grows world-class ingredients, but has long helped shape world-class talent. The campaign celebrates a new generation of Kiwi excellence – from artists and athletes to chefs and changemakers – while spotlighting Steinlager’s own legacy as an award-winning, proudly local brew.

At the heart of the campaign was the challenge that while Steinlager has plenty of historical credentials, especially with older drinkers, many younger New Zealanders – and even some long-time locals – didn’t realise the beer is from New Zealand. This disconnect became a rallying point.

Says Annemarie Browne, Marketing Director at Lion NZ: “Steinlager has a strong legacy in New Zealand, but it was clear we couldn’t rely on our historical equity if we were to remain relevant to New Zealanders today and tomorrow.

“The unlock came, when The Tuesday Club landed on a thought that tapped into a simple truth – our land grows great, award-winning produce but our deep rooted connection to the land also shapes our identity & helps grow a continuous stream of champions.”

Says Managing Director of The Tuesday Club, James McHoull: “When an iconic Kiwi brand like Steinlager needs to remind people it’s from New Zealand, something’s gone wrong. It’s a champion in its own right and a brand that has always backed the Finest New Zealand has to offer. We’ve had a great team around the table to move the brand forward and hope we’ve done it proud”.

The film weaves Steinlager’s legacy with sweeping shots of Aotearoa’s natural landscapes and real, emerging Kiwi talent who represent the next wave of excellence. Shot at dawn and dusk across the country, the production embraced a flexible approach, often reacting to light, weather, and crop cycles to get the perfect take. In one instance, a South Island farmer delayed harvesting barley so the crew could capture a pivotal shot just in time.

Says The Tuesday Club Founder, Nick Worthington: “As always, the answer was hidden in plain sight, Steinlager was a champion from the get go, has been backing NZ Champions ever since, and it’s cast in glass on the bottle…..It’s nice to honour the past, acknowledge those here today, but shifting focus to the next crop of champions is way more exciting.”

A full-channel approach supports the campaign. Long-form AV drives mass awareness, while OOH features the iconic green bottle and a new ritual moment – the thumb-wipe reveal of the words “New Zealand’s Finest”. Social and digital content continues the storytelling, spotlighting the next crop of homegrown champions featured in the film.

Adds Browne: “The future of Steinlager is built on the same foundation that’s always defined it – pride, provenance, and premium quality. We’re taking everything people have always loved about Steinlager, the taste, the legacy, the spirit, and giving it new relevance for today’s beer drinkers, across the generations.”

Lion
Marketing Director – Annemarie Browne
Head of Beer – Jeremy Meech
Creative Strategist – Hayley Pardoe
Marketing Manager Steinlager – Angela Monro
Brand Manager Steinlager – Lauren Dyke

The Tuesday Club
Creative Director – Nick Worthington
Managing Director – James McHoull
Creative – Billy Worthington

Freebird
Creative Director – Dave Brady

All of a Sutton
Producer – Nigel Sutton

Exit
Director – Noah Marshall
EP – Declan Cahill
Producer – James Watson

Liquid Studios
Sound Design – Craig Matushka
Music – Pete van de Flut
Audio Producer – Tamara O’Neil

Want to leave a comment? Share your thoughts in the comments box below, making sure to include your full name and email address.