Case Study

Toohey’s New Beer • Location: Sydney, New South Wales, Australia • Owner(s): Lion Nathan • Year opened: 1931 • Annual production: 300 million litres

Tooheys New’s defining characteristic is its smooth, refreshing, easy drinking taste. Its lightly hopped, malty character delivers the perfect balance of bitter and sweet beer flavours. It is low in effervescence to enhance refreshment – ensuring that each sip tastes as good as the first.

• Tooheys New is one of Australia's most popular beers. It is a standard, clean, mass-produced lager. • Toohey's dates from 1869, when John Thomas Toohey obtained his brewing license

• Tooheys New Is a standard lager. It can be found on tap at almost any bar in New South Wales, although it is growing in some other states of Australia.

Chart 1: Price comparison 3 2.7$ 2.5

2.44$

2.3$

2.32$

Sai Gon

Heineken

2

1.5

1

Tiger

Tooheys New

Advertising slogan: How do you feel?

I feel like a Toohey’s