N.Z.B.C. joins brewery sport competition

Press, Volume CXII, Issue 32998, 18 August 1972, Page 1

N.Z.B.C. joins brewery sport competition

New Zealand Breweries, Ltd, has begun an advertising promotion with the New Zealand Broadcasting Corporation from which the corporation will reap more than $lOO,OOO.

The promotion is a competition to pick the All Black team to tour Britain later this year and is advertised as “The Mighty Lion Hunt.”

Lion is the brand name for a make of beer which the brewery company sells. This beer carries the advertising slogan: “It’s mighty!”

In a telephone interview yesterday from Wellington, the Director-General of the N.Z.B.C. (Mr L. R. Sceats) was asked if the corporation had altered its rule prohibiting liquor advertisements on the radio and television channel. “The rule has not been changed. New Zealand Breweries has an accommodation side to its business. That is our answer,” Mr Sceats replied. Pamphlets issued New Zealand Breweries has, as well as “Lion” beers, a number of “Lion” taverns. The taverns offer no accommodation to the public. A pamphlet being handed out in the company’s taverns and hotels asks entrants in

the competition to complete the slogan: "I like Lion Brown beer because. ...” The entrant is also asked to state the name of “my local Lion hotel or tavern.” Several meanings The managing-director of New Zealand Breweries, Ltd (Mr G. C. Reid), said in a telephone interview from Wellington last evening that, as he understood it, breweries were not permitted to advertise “brand” names on the N.Z.B.C.

“The Mighty Lion Hunt” was acceptable to the N.Z.8.C., Mr Reid said. The British Isles Rugby teams are known as the “Lions.” So the “Lion” hunt could mean one thing to the N.Z.B.C. and another to the brewery company, and an advertising double entendre to the public. Cash reserves N.Z.B.C. directors and executives have made it clear publicly during the last year that advertising revenue has dropped and that it has need of enormous cash reserves and increasing revenue to introduce a second channel and colour television. Questioned about “Lion accommodation,” Mr Reid said it was intended to name the New Zealand Breweries second chain of hotels “Lion Inns.” “But the matter is still

under detailed discussion,” he said. The winner of the “Lion” competition will receive a 60-day trip (return air fares) to the United Kingdom and see 16 All Black games, including the four tests.

Prize-winners for the 10 best posters were.—Marion Berry (Aorangi School), Jillian Burgess (Kendal School), Colin Harwood (Isleworth School), John Price (Roydvale School), Stephen Peters (Roydvale School), Jackie A’Court (Northcote School), Louise Dyer (Papanui School), Sara Shaughnessy (Bishopdale School), Barbara Hamilton (Aorangi School), Jennifer Penwell (Isleworth School).