One of Australia’s major brewery and beverages groups, Lion has launched a large scale marketing campaign to win over customers with nutrition facts about beer.

Featuring statements such as “your favourite beers are on average 99.9 per cent sugar free”, Lion’s campaign follows research that revealed Australian consumers want to know more about their beer.

With the tagline “Beer the Beautiful Truth” facts are being shared through various advertising formats and a website. The website provides nutritional facts on each of Lion’s beers which include Little Creatures, James Boag, Super Dry and Kirkin.

Lion said its consumer research discovered that seven in ten Australians want to know the sugar content of Lion’s alcoholic beverages. The same number of Australians had also incorrectly believed Lion’s beers have preservatives in them, said Lion.

The nutrition content campaign by Lion comes shortly after Lion announced in August 2015 that it would be adding nutritional panels to all bottles and cartons across its Australian-sold beverage range.

It also comes soon after statistics showed Australia’s beer consumption averages are at the lowest they have been since 1972.

The Australia New Zealand Food Standards Code Standard 1.2.7 for nutrition and health claims prohibits the making of health claims for alcoholic drinks. However, it is permissible to provide nutritional content information about an alcoholic beverage.

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