Steinlager
New Zealand’s Finest lager, internationally recognised since 1958.
Steinlager (also called Steinlager Classic) is a lager brewed by Lion in East Tāmaki, Auckland, New Zealand. Launched in 1958, it gained international recognition through exports, brewing awards, and sponsorships of the All Blacks and Team New Zealand. The beer won the Les Amis du Vin award four years running in the late 1970s and early 1980s. It remains one of New Zealand’s biggest beer exporters and has long marketed itself with the slogan "New Zealand’s Finest."
The brand began as Steinecker in 1958, named after the company whose equipment was used to brew it. This was during a period when import restrictions, introduced in the 1958 "Black Budget," pushed domestic brewers to create lagers that could compete with foreign imports. In 1962, the name changed to Steinlager—not because of any legal challenge from the Steinecker company, but to avoid confusion with Heineken.
In the 1970s, Steinlager entered export markets like the United States and Japan. An American consultant advised changing the bottle colour to match other premium beers, so green bottles were used for exports while brown bottles stayed for domestic sales. The beer won several Les Amis du Vin awards in the US and was recognised at the Brewing Industry International Awards in England. After winning the Les Amis du Vin for the fourth straight year in 1980, Steinlager was reportedly asked not to enter again.
Steinlager became an official All Blacks sponsor in 1986. That same year, it backed New Zealand’s America’s Cup challenge in Fremantle, Australia, including the yacht KZ7, known as the "Plastic Fantastic." It later supported the 1992 challenge with NZL20 and remained with Team New Zealand during their victorious 1995 campaign in San Diego.
The brand expanded beyond its original lager over time. Steinlager Blue returned in 1991, followed by Steinlager Premium Light in 2000. In 2007, Steinlager Pure launched as a modern premium lager and later reached Australia and the UK. Limited-edition cans tied to sports sponsorships appeared in the 2010s, and Steinlager Tokyo Dry was introduced in 2016.
In 2021, parts of the Steinlager range received Toitū net carbon zero certification from Toitū Envirocare. This covered emissions from farming, brewing, packaging, distribution, and refrigeration, with unavoidable emissions offset through projects like a wind energy initiative in Tamil Nadu, India.
Quick Facts
- Brewery
- Lion (Kirin) New Zealand Ltd
- Origin
- New Zealand
- Introduced
- 1958
Facts from the source article.
Lore & Background
Steinlager was introduced in 1958 by New Zealand Breweries Ltd (now part of Lion) under the name Steinecker, following restrictions on imported beer during the 1958 'Black Budget'. The name was changed in 1962 to distinguish it from Heineken. During the 1970s, Steinlager expanded into export markets including the United States and Japan. In 1973, an American consultant suggested changing the bottle colour to match other premium beers, leading to green bottles for export while brown bottles continued domestically. The beer won multiple Les Amis du Vin awards in the United States and received recognition at the Brewing Industry International Awards in Burton upon Trent, England. In 1980, Steinlager was awarded the Les Amis du Vin for the fourth consecutive year and was reportedly 'asked not to re-enter the competition'. In 1986, Steinlager became an official sponsor of the All Blacks and sponsored New Zealand's challenge for the America's Cup in Fremantle, Australia, including the yacht KZ7. The brand later supported the 1992 and 1995 America's Cup campaigns. Steinlager expanded beyond its flagship lager with variants including Steinlager Blue (1991), Premium Light (2000), Pure (2007), Tokyo Dry (2016), and others. In 2021, parts of the product range received Toitū net carbon zero certification. In 2024, a pilot returnable bottle programme launched in partnership with Datacom and Super Liquor, reintroduced in 2026 across 48 Super Liquor stores in the Auckland Region.
Reader's Guide
Steinlager's significance lies in its role as a flagship New Zealand lager that achieved international recognition through export growth, brewing awards, and high-profile sporting sponsorships. The brand became closely tied to New Zealand national identity through its sponsorship of the All Blacks and America's Cup campaigns. Its expansion into variants such as Steinlager Pure, Tokyo Dry, and Ultra Low Carb reflects adaptation to changing consumer preferences. The beer's history includes a notable origin story: launched as Steinecker in response to import restrictions, then renamed to avoid confusion with Heineken. The brand's international success was aided by a strategic bottle colour change for export markets. Steinlager's legacy includes its long-standing slogan 'New Zealand’s Finest' and its status as one of the country's largest beer exporters. Recent sustainability initiatives, including net carbon zero certification and a returnable bottle programme, demonstrate ongoing efforts to address environmental concerns while maintaining the brand's market presence.
Did You Know?
- Steinlager was originally launched under the name Steinecker in 1958.
- The beer's bottle colour was changed from brown to green for export sales in 1973.
- Steinlager Blue and Steinlager Green tasted different only because of the bottle colour; both were brewed in the same vat.
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