Lion has announced the return of its legendary Tooheys Extra Dry Platinum beer, in response to overwhelming consumer demand.

Following countless requests, the beer is making a comeback after almost a decade off shelves, with a fresh look and new can format.

The beer has the same ABV that it originally had at 6.5%.

Lion Australia Head of Marketing – Core Beer Chris Allan said: “Beer drinking trends in Australia have shown us that while no-low (no or low alcohol) beers are very popular, higher-alcohol beers are also gaining popularity.

“When Tooheys Extra Dry Platinum was last on shelves, its popularity was enormous among beer drinkers and was a go-to choice for those wanting a little bit extra in their Extra Dry.

“After years of consumer demand, we’re thrilled to be bringing it back in its 6.5% ABV form for the hardcore Tooheys fans, while introducing it to the next generation of Tooheys drinkers with a black on black design.

“People are always looking for choice and variety when it comes to beer options, so whether it’s enjoying a few beers before a night out or having a great night in with mates, we’re excited about what we can offer Tooheys fans – new and old – with the return of Tooheys Extra Dry Platinum.”

Tooheys Extra Dry Platinum is now available in a 330ml can. It features fruity, malty notes accompanying a mellow
middle palate, with low bitterness for a clean finish. It’s now available at $25.99 RRP for a six-pack and $69.99 RRP for a
24-pack, at all major bottle shops in NSW and will land in Queensland from 25 September.

Why Lion is banking on classic beer

As sales growth slows for craft beer due to cost-of-living pressures, Allan told Drinks Digest last week that Lion is upping its focus on classic beer brands.

He said Australians are increasingly shifting their attention to mainstream beer brands, with a rising number of consumers opting for classic beers in their search for “trustworthy brands that offer great taste at affordable prices”.

“This trend is evident in our own brands such as XXXX, and Tooheys, which have long been loved and ingrained in Aussie culture,” he said.

“On Tooheys alone, our data indicates an impressive over 50 million schooners have been sold at venues in the past year.”The enthusiasm for classic beer has been gathering pace since the first pandemic lockdown of 2020, when retailers began reporting a swing away from craft beer towards mainstream brands.

According to CGA by NIQ’s James Phillips, domestic beer remains the most popular choice among Australia’s pub drinkers, with 35% buying it in the last three months—putting it well clear of soft drinks (26%) and still wine (20%).“But while demand for big domestic brands remains high, numbers favouring craft and imported categories have dropped over the last year.”