Lion Brewery’s strong heritage, blended with innovative brewing techniques, guarantees that each sip honours its commitment to high-quality ingredients. We rejoin Madhushanka Ranatunga, Chief Sales and Marketing Officer, at an exciting phase in the company’s journey.
CRAFTED WITH PRIDE
With a rich and storied history that extends over 140 years, Lion Brewery is a cornerstone of the beverage industry.
Founded in Sri Lanka, the brewery has cultivated a distinguished reputation for excellence and craftsmanship, masterfully combining time-honoured brewing techniques with innovative modern practices.
Moreover, the company is deeply committed to sustainability and actively engages in various community initiatives, reinforcing its enduring legacy and positive impact within the region.
“Lion Brewery is a cultural icon woven into life’s most meaningful moments. Whether celebrating the great outdoors after a hike or gathering with friends for sports or festivals, our brand is always part of the occasion,” introduces Madhushanka Ranatunga, Chief Sales and Marketing Officer.
The company has made significant advancements since our last discussion a year ago, having expanded its presence both locally and globally, launched new products, and entered new categories in Sri Lanka.
“We continue to innovate and grow despite challenging macroeconomic conditions. In international markets, we implement a disciplined route-to-market model by partnering with distribution companies that have the reach, capability, and commitment to growing mindshare within our target group,” Ranatunga tells us.
“This strategy drives sustainable volume growth and brand distinction, enabling us to seize opportunities in both mature and emerging markets.”
“Lion Brewery is a cultural icon woven into life’s most meaningful moments. Whether celebrating the great outdoors after a hike or gathering with friends for sports or festivals, our brand is always part of the occasion”
Madhushanka Ranatunga, Chief Sales and Marketing Officer, Lion Brewery
THE GOLDEN GLOBAL STANDARD
Lion Brewery uses quality-assured ingredients in its brews, including select materials sourced through its partnership with the Carlsberg Group’s worldwide brewery network.
“Ingredients are carefully chosen to achieve the desired flavour profiles for our beers. We also conduct stringent checks at every stage of the brewing process, including laboratory analysis, sensory evaluations, and controlled packaging assessments,” assures Ranatunga.
State-of-the-art German technology further supports quality assurance by enabling real-time monitoring through advanced control systems. This ensures precision and consistency at every stage, from raw material intake to final packaging.
The Krones Brewnomic toolkit optimises utilities as part of Lion Brewery’s continuous improvement journey. This concept, developed by Krones subsidiary, Steinecker GmbH, enables a brewery to be energy self-sufficient by smartly using and recovering the residual materials from the brewing and filling processes.
“We’re committed to waste-to-value initiatives that improve efficiency, enhance capacity, and reduce our environmental impact. For example, we have invested in waste-to-energy by using methane generated from our wastewater treatment process as fuel for our boiler,” he shares enthusiastically.
“Additionally, we have repurposed waste kieselguhr into concrete paving bricks used at our depots. These efforts continue to reinforce our commitment to innovation and sustainability.”
Alongside promoting a more sustainable future, the company is dedicated to innovation. This inclination towards environmental responsibility aligns with Lion Brewery’s creative spirit, which celebrates the rich heritage of its community through local cultural influences.
Draught offerings include Lion Lager, Lion Strong, and limited-edition brews in select draught beer venues and tourist destinations.
Exciting new releases such as Pure Ceylon Tea Beer and Ambalavi Mango Beer, meanwhile, use local ingredients inspired by Sri Lankan cuisine and culture, offering exclusive experiences to consumers.
A PRINCIPLED PROCESS
Sustainability lies at the heart of Lion Brewery’s operations. The company is committed to investing in cutting-edge technology and dedicated to harnessing renewable and clean energy sources, significantly reducing its carbon footprint.
“Our primary packaging utilises returnable glass bottles with a significant percentage of recycled materials, and we’re increasing our draught beer offerings in returnable containers. We reuse materials wherever possible, such as repurposing collateral during campaign changes to minimise waste,” Ranatunga proudly outlines.
Notably, alongside operating sustainably, Lion Brewery actively supports local community initiatives through programmes aligned with its environmental, social, and governance (ESG) framework.
Melting Point is a key initiative that upcycles used aluminium cans into souvenirs, supports local craftsmanship, creates opportunities for artisans, and promotes eco-friendly practices.
“In environmental conservation, we collaborate with other organisations to combat ocean pollution. Equally, we participate in reforestation projects through the Lion Nation Foundation.”
Indeed, in acknowledgement of its environmental stewardship, Lion Brewery was recognised at the Presidential Environment Awards 2024 with a Silver Award in the Food and Beverage category.
In the realm of renewable energy, Lion Brewery assists its retail partners in installing solar panels that reduce operational costs and power product coolers sustainably. This collaborative effort promotes eco-friendly solutions for innovative green facilities.
“Additionally, we facilitate technical brewery visits for institutions like the Sri Lanka Institute of Tourism and Hotel Management, sharing industry best practices with aspiring professionals. Through the Lion Bar Academy, we develop human capital in the hotel, restaurant, and catering (HoReCa) sector by training staff in beer-pouring techniques, beverage knowledge, and customer service to enhance the consumer experience.
“We also conduct tasting sessions and food pairing workshops that equip staff in the modern trade channel with valuable skills and expertise,” impassions Ranatunga.
“As consumer preferences and lifestyles evolve, Lion Brewery will provide a range of choices and varieties that align with these changing needs, assisting consumers in upgrading whilst fostering a strong beer culture in Sri Lanka”
Madhushanka Ranatunga, Chief Sales and Marketing Officer, Lion Brewery
BRIMMING WITH OPPORTUNITIES
The future for Lion Brewery is very promising as the company is currently embarking on several significant investments, with some projects already in progress.
“We’re entering into new international markets to strengthen our global presence, expanding our brewery in Sri Lanka to increase capacity and meet demand, and investing in an innovation brewery to support the development of exciting new flavours and styles,” Ranatunga states optimistically.
Investments are vital to Lion Brewery’s long-term strategy for sustainable growth and global expansion, allowing it to remain adaptable and continue providing innovative products to customers.
The company’s primary objective for the upcoming year is to drive local and international strategic growth.
Domestically, Lion Brewery is elevating the consumer experience by broadening its draught beer network and unveiling an enticing array of flavours and styles. This expansion aims to delight customers and foster a deeper appreciation for craft brewing.
“As consumer preferences and lifestyles evolve, Lion Brewery will provide a range of choices and varieties that align with these changing needs, assisting consumers in upgrading whilst fostering a strong beer culture in Sri Lanka.
“We also plan to enhance the country’s tourism experience by increasing our presence in key tourist destinations. Internationally, we are targeting markets and segments that complement our brand proposition and partnering with the right stakeholders to expand Lion Brewery’s global footprint,” Ranatunga concludes.
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