To help Lion Nathan double its share of the Australian premium bottled market by appealing to affluent, sophisticated beer drinkers.

Sidestep the dilemma of creating a totally new heritage brand by making the brand a tribute to Australia’s first brewer - James Squire.

A discreet, premium beer for real connoisseurs. The beer reflects an instant sense of heritage and authenticity based on the story of Mr. Squire, the first brewer in Australia. (captured in six different beer labels, representing the colourful “chapters” of Squire’s life).