"Over the past 9 years, Lion Nathan and Sydney Festival have developed a highly successful partnership. Within that time, Lion Nathan has successfully integrated a number of premium beer brands within the context of the Festival.

Most recently, in 2002, the Beck's brand has powerfully utilised the association and managed to exceed sales and marketing expectations.

As naming rights sponsor of the Beck's Festival Bar, Lion Nathan have succeeded in blending the artistic with sales & branding imperatives. The Festival Bar was a natural fit for the Beck's brand - the combination of a sophisticated music venue, powerful branding opportunities and a savvy, confident and in the know crowd; all celebrating what is really important in life, met all the Beck's brand values perfectly. The bar has now become the most successful sales outlet in Sydney in January for Beck's, an integral part of our overall strategy. So much so, that we are now adopting the concept and extending it at the Perth Festival.

The partnership is one of collaboration. Lion Nathan is involved in all aspects of creating one of Sydney's prime summer venues, working together to improve the ambience, atmosphere and functionality of the venue. This collaborative approach has ensured that Beck's is truly integrated with the Festival and that Beck's is able to achieve the maximum benefit from the association."

Dean Grice, Marketing Manager Imports & Sovereign
Lion Nathan Australia

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