Lion marketing head Matt Tapper takes new role leading global expansion for the company

Matt Tapper

Matt Tapper

Lion’s national marketing director Matt Tapper has landed the newly created role of managing director for global markets for Lion beer, cider and wine.

The move leaves a vacancy at the top of the marketing team with today’s announcement saying an announcement “regarding the marketing structure in Australia will be made in due course”.

Well-respected in the marketing industry Tapper has been with Lion in various roles since 1997, starting as innovation and marketing manager at, as it was then, Lion Nathan, and landing the top marketing role in 2010.

Lion brands include XXXX, Hahn Superdry, James Boags and Tooheys, Dairy Farmer milk ranges, Dare Iced Coffee and The Daily Juice company.

He is also a prominent member of the Australian Association of National Advertisers (AANA), which he has been a director and deputy chairman of for the last four years.

The new role will see him report to Lion CEO Stuart Irvine and  will see him take charge of developing the company’s brands in markets in Asia and North America.

The release:

Lion today announced the appointment of Matt Tapper, currently National Marketing Director of Lion’s Australian beer and cider business, to the newly created role of Managing Director Global Markets, Lion Beer, Cider & Wine, reporting to Lion CEO Stuart Irvine.

The move follows the development of Lion’s 10 year strategy in 2014, which includes expansion into new markets through its dairy portfolio and beer, cider and wine portfolio.

Lion CEO Stuart Irvine said: “The opportunities for premium, trusted Australian brands in key Asian markets is well documented, and we see significant opportunity to grow our beer, cider and wine brands in this emerging region, while committing more focus to building our North American wine business.

“We established Lion Asia Dairy last year to capitalise on this opportunity with our trusted dairy brands and we have decided to dedicate the same focus to beer, cider and wine by establishing this new business unit under Matt’s leadership.

“Matt’s extensive experience and innovative thinking will be an asset to the Group Leadership Team and we congratulate him on the appointment.”

Matt Tapper joined Lion in 1997 and has held a number of senior Marketing and Sales roles in both Australia and New Zealand. He has been National Marketing Director for the past five years, during which time Lion firmly established itself as Australia’s leading brewer.

“Among Matt’s key achievements are establishing XXXX GOLD as Australia’s best-selling beer, nurturing the country’s leading craft beer portfolio, and most recently, leading the development of Beer The Beautiful Truth, the most significant category campaign Lion has invested in,” finished Irvine.

Commenting on his new appointment, Mr Tapper said he was excited to start a new chapter for Lion’s beer, cider and wine brands abroad.

“I have had the privilege of leading marketing strategy for the best drinks portfolio in the country, and helping to shape Lion’s vision for a vibrant and progressive beer category. I’m really energised by the potential of our beer and cider brands to engage new consumers with the same promise of craftsmanship and authenticity that have made them household names in Australia, while accelerating the growth of our wine business in North America.

“I have been supported by a hugely talented and passionate team and I have every confidence they will continue to grow our great brands for our customers and consumers here at home.”

Matt Tapper’s appointment is effective from 1 October 2015. An announcement regarding the beer and cider marketing structure in Australia will be made in due course.

Global Markets, Lion Beer, Cider & Wine will be headquartered in Lion’s Sydney CBD offices.


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