Lion has partnered with some of the Hunter’s most famous sports identities, including Knights legends Andrew and Matthew Johns, Danny Buderus and Kurt Gidley, surfers Craig Anderson, Matt Hui and Ryan Cullinan, to help launch The Steel City Beer Company.
Matthew Johns said: “I’m so proud to be involved in Steel City. It tastes great and represents everything that is great about the Hunter region and its people.”
Steel City Beer Company champions modern working-class culture and pays homage to the region’s industrial past, from which the blue-collar spirit of the Hunter was forged.
Steel City’s Managing Director Oliver Semken added: “After a number of years of planning and development we are excited to announce the launch of Steel City – finally, a beer the people of the Hunter can call their own.
“Our partnership with industry leader Lion and the godfather of Australian craft brewing Chuck Hahn puts us in a great position to make great beer and deliver it in a no-nonsense manner.”
“The Hunter has a long history with the Tooheys brand, and they know the beer drinking needs of the people of the region better than most.
“Chuck Hahn has spent the last 50 years brewing and developing some of the country’s most loved brands and beers. His involvement has been crucial in ensuring Steel City’s products are of the highest quality.”
Brewmaster Dr Chuck Hahn added: “As a brewer for 50 years, I have had the opportunity to start up a number of breweries and create many distinctive ales and lagers.”
“An authentic story and an enthusiastic, competent team of individuals are essential aspects in setting up a new brewing business. Newcastle has long been the epicentre of Australian manufacturing, and Steel City’s founders all have a
meaningful connection to this region they call home.”
“Steel City will brew beers that are easy drinking, refreshing and highly sessionable. We will be working closely
with the Steel City brewing team and the people of Newcastle to develop brews that appeal to those who want to
enjoy a range of great beers and take pride in the region and its heritage.”
In a subtle nod to the Hunter’s golden era, Steel City will focus on living in the present, while celebrating
everything great about Newcastle’s past.
Marketing Director Ryan Ginns added: “In today’s crowded beer market Steel City is a brand more in touch with
culture than craft. It is a brand that delivers easy drinking beer, while recognising the unsung achievements of the
hundreds of thousands of working-class people across the Hunter.”
Steel City will initially be available exclusively on-tap in the Hunter region at:
And at these bottle shops:
A wider pack release is due later this month and the company hopes to establish a local brewery presence later this year.
Watch the Steel City launch video below: