Lion ‘on the hunt’ for growth beyond beer, bigger ads and diversity while booting tropes into touch: Brand chief Anubha Sahasrabuddhe thirsting for change – and about to execute

Returning to Australia after 20 years offshore, former Mars, Wrigley and Coke marketer turned Lion brand chief Anubha Sahasrabuddhe thinks the beer category has lost its way. Now “Lion is on the hunt” for new growth – and it’s looking beyond beer. The plan is to ditch tired tropes and brand positions that Sahasrabuddhe thinks are no longer reflective of Australian society – and harness the diversity and personalisation that craft beer has so successfully tapped. But Sahasrabuddhe isn’t about to throw out Lion’s heritage – and she’s no woke washer, blasting cancel culture for taking the fun out of beer ads, and pretty much everything else. Ironically, she’s aiming to be more New Zealand in Lion’s bid to better represent Australia, in that the Kiwis and the likes of Colenso are “not afraid to take risks, because otherwise you just get wallpaper.” She also tips her hat to rival CUB’s “tough decisions” in prioritising Great Northern over waning brands like VB. And for putting “chicks in ads – with clothes.” This one is refreshing.  See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.