Around here, we love a fresh idea, especially when it has to do with our favorite beverage - BEER!  Lion Nathan, a New Zealand-based brewer has created a line of beer intended to be viewed as … well … different.  At a time when most of the beer world is scrambling to differentiate themselves, or purchase brands that differentiate themselves, Lion Nathan is out there getting it done.

Their new line up, dubbed “MASH”, offers three new brews that will be introduced in the New Zealand market shortly.  The MASH lineup consists of MASH Golden Lager, MASH Citrus Lager and MASH Energy Lager.  MASH Golden Lager is a smooth and refreshing beer, MASH Citrus Lager is similar, yet offers a hint of lime flavor and MASH Energy Lager contians guarana, a supplement used as an energy boost.

“MASH is unlike an other beer currently available, both in terms of brand personality and actual beer.  The brand launch is just the beginning of a new era in beer innovation at Lion Nathan that is completely driven by customer need,” says Ben Wheeler, MASH marketing manager.

The idea behind MASH, is that the brand allows its consumers to mash their beer with other elements of their lifestyle.  As Lion Nathan mashes new ingredients and flavors into their brews, so too should consumers find new ways and new situations to incorporate beer-drinking into their lifestyles.  If you feel like having a beer with lime, reach for MASH Citrus. If you feel like partying all night long, have a MASH Energy.  If you feel like enjoying a good quality beer, have a MASH Golden Lager.  But more importantly, the brand asks the consumer to create their own occasions and instances when a MASH product should be consumed.

This is a unique marketing approach, certainly a departure from the “drink a beer with your buddies while watching the game” notion that has been pressed upon beer consumers for the better part of a century.  Brands like A-B, Miller and Coors have spent billions associating their brands with sporting events, while the thought behind the MASH brand is that the consumer will find new ways to enjoy beer.

It will be interesting to see how the brand goes over amongst New Zealand’s beer drinking community.  If you see MASH at your local grocery or liquor store, chances are it went well.  If this is the first and last time you hear about MASH, I’ll bet Lion Nathan gets a new marketing manager.