Lion Brewery Ceylon PLC clinches two wins at FMCG Asia Awards 2025

The brewery’s festive activation and new brand strengthened retail presence and reshaped Sri Lanka’s brewing market.

Lion Brewery Ceylon PLC received accolades in the Seasonal Campaign of the Year - Sri Lanka and New Brand Launch of the Year - Sri Lanka categories at the FMCG Asia Awards 2025 for its Carlsberg Seasonal Campaign across 270 Modern Off outlets and Lion TrueBorn.

Sri Lanka’s beer market operates under strict communication limits imposed by the National Authority on Tobacco and Alcohol (NATA). Within these conditions, Lion Brewery Ceylon PLC directed its efforts towards point-of-sale engagement. The Carlsberg Seasonal Campaign centred on Carlsberg’s signature “C” symbol, aligning it with the themes of Christmas, Cheer, and Celebration. Carlsberg is the start of any festivity, embodying the spirit of joy, laughter, and togetherness that defines celebrations. The campaign aimed to influence shoppers’ mindsets to believe that every celebration should start with a Carlsberg. This approach associated the brand with key seasonal occasions and maintained consistency with long-standing dark market guidelines.

Between 15 November and 31 December 2024, the campaign was implemented across 270 outlets selected for their regional relevance. Each outlet carried Carlsberg-branded materials and visual displays reflecting the holiday period. A total of 100 outlets created distinctive in-store arrangements using the brand’s items to enhance visibility within the regulatory framework. A creative visibility drive was conducted across 270 Modern Off-Trade outlets in key strategic regions of Sri Lanka, creating maximum visibility, excitement, and brand engagement for Carlsberg Pilsner during the festive season. This initiative successfully built product awareness and drove impulse purchases while effectively communicating the brand’s values by ‘owning Christmas 2024 with Carlsberg’. The activity concluded in January 2025 with an awards event recognising outlets that delivered the highest quality of execution and sales outcomes.

Performance results were measurable. Volume grew by 24% in December 2024, ahead of the category’s 19% growth. Carlsberg reached an 82% share of the premium mild beer segment, above the 80% target and improving from 74% a year earlier. Over 9,000 transactions were recorded in the modern off-trade channel, compared with a typical monthly average of 5,500.

The Carlsberg Seasonal Campaign by Lion Brewery Ceylon PLC strengthened the brand’s retail presence and sustained its position within Sri Lanka’s competitive beer market.

Launched in May 2025, Lion TrueBorn elevates Sri Lanka’s 8.8% ABV strong beer segment with its unique blend of Scotch malts, delivering a smoother, more refined taste. Positioned as a premium Mainstream+ proposition, Lion TrueBorn bridges the gap between mainstream strong beers and premium offerings—creating an aspirational brand that enhances consumer value, portfolio profitability, and sustainable growth.

Targeting three core consumer groups—Young Aspirants, Kick Chasers, and Purists—the brand appeals to both taste seekers and strength enthusiasts. Within Sri Lanka’s Alcobev market, Lion Brewery executed a precision-led launch across 18 simultaneous markets, integrating trade sampling, outlet seeding, and sales force engagement. The retail impact was amplified through POSM rollouts, rebranded FSUs, and targeted activations, as trade partners embraced the product’s Scotch malt profile and strong profitability narrative.

To humanise the brand and reflect its authentic, contemplative, and sophisticated personality, Lion Brewery partnered with a well-known local celebrity to personify the TrueBorn spirit—positioning it as a symbol of leadership and modern style.

The results were both immediate and remarkable. Within just three months, Lion TrueBorn achieved 32% of its annual sales target, captured 96% segment share in the Mainstream+ Strong Beer category, and received overwhelmingly positive consumer feedback.

Through its blend of functional excellence, emotional resonance, and commercial strength, Lion TrueBorn has not only redefined the strong beer category but also reaffirmed Lion Brewery Ceylon PLC’s leadership in brewing innovation.

The FMCG Asia Awards, organised by Retail Asia, recognises companies that have made a significant impact on the fast-moving consumer goods industry. It celebrates the excellence of those who consistently deliver exceptional products, drive innovative initiatives, and execute remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here.  For more information about the awards programme, you may contact Shela Ramos at +65 3158 1386 or [email protected].