1958
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Lion produces Steinecker in response to then Minister of Finance, Arnold Nordmeyer, who cut beer imports as part of his infamous Black Budget and challenged New Zealand brewers to compete by producing a lager of international quality.
  
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1962
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The name of Steinecker is changed to Steinlager.
 
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1963
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Steinlager logo changes.
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1971
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Steinlager introduces the turquoise-green can and a new-look label. For the first time the distinctive Steinlager font is used.
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1972
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Steinlager introduces a tear tab on cans. |
1973
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Steinlager is bottled as Koru Lager and sold on Air New Zealand flights.
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1973
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The decision to take Steinlager to North America sees Steinlager adopt a distinctive green bottle for export sales, although retaining the original brown bottle for New Zealand sales. |
1976
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A 460mL Steinlager can is introduced. |
1977
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Steinlager wins the Les Amis du Vin Award (Washington DC) |
1977
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Steinlager is produced in a green bottle for the domestic market. |
1978
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Steinlager wins the Les Amis du Vin Award again. |
1979
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Steinlager again wins the Les Amis du Vin Award. |
1980
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Steinlager wins the Les Amis du Vin Award for the fourth year straight and is politely asked not to enter again. |
1980
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Steinlager wins the 'Best Beer in the World' title in the United States. |
1980
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The first Steinlager shipment is sent to Japan. |
1981
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Steinlager quarts (750mL bottles) are launched. |
1981
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Steinlager is produced in white cans.
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1985
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Eight hundred beers compete for the Championship Trophy in the Brewing industry awards held at Burton-on-Trent, England. There is only one winner.
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1985
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Steinlager becomes available in Hawaii. |
1986
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Steinlager sponsors the 1986-87 New Zealand America's Cup challenge in Fremantle, Perth. New Zealand enters KZ7 the 'Plastic Fantasic'. |
1986
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Steinlager changes the tear tabs on its cans to environmentally friendly models. |
1986
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Steinlager becomes an official sponsor of the All Blacks, which is marked by the 'Stand by me' advertising campaign.
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1987
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They 'They are drinking our beers here' campaign is launched.
  
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1987
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Mel Smith and Griff Rhys Jones's Steinlager advertisement wins best alcohol commercial in the world award at a New York competition.
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1987
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The All Blacks win the inaugural Rugby World Cup beating France 29-9 in the final.
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1987
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Steinlager begins using aluminium cans. |
1988
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Steinlager is judged the best from a line-up of 32 international brews in a competition in Melbourne. |
1988
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Steinlager supports the America's Cup challenge in San Diego with KZ1 aka the 'Big Boat'.
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1988
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Date codes are introduced on Steinlager bottles to ensure freshness. |
1988
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Steinlager 1 and Sir Peter Blake take line honours in the Bicentennial Two-Handed Around Australia race.
Steinlager 1 was a high-tech trimaran nick named 'Big Red' that was fast enough to tow a water skier and cleaned up the round Australia race with a five-day margin.
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1988
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The Steinlager 12-can pack is the winner of the New Zealand forest products showcase packaging award. |
1989
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Steinlager signs up as sponsor of United States rugby. |
1989
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The Steinlager 12-bottle pack is joint winner of the New Zealand forest products showcase packaging award. |
1989
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Steinlager is available on tap in New Zealand bars.
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1989
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Steinlager wins the Ausbrew Trophy for the best single beer at an exhibition in Victoria, Australia. |
1989
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Steinlager Dry is launched. |
1989
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Steinlager sponsors Steinlager 2 in the 1989-90 Whitbread round-the-world yacht race. This was one of Sir Peter Blake's biggest challenges: his previous two attempts, although courageous and impressive, had not bought the victory he so dearly wanted. Steinlager 2 was the perfect campaign, where his years of experience came together for the perfect race - an unprecedented perfect record of line and handicap doubles for all six legs of the race.
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1990
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A Steinlager billboard campaign is launched in London. What do you call a sophisticated Australian? Answer: a New Zealander.
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1990
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The 'New York taxi driver' advertisment is launched in New Zealand. |
1990
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Steinlager is licensed to be brewed in Sweden. |
1991
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Steinlager Blue is re-launched. |
1991
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Steinlager is the official sponsor of the 1991 Rugby World Cup held in Britain. Steinlager produces a can that features the official Rugby World Cup logo. |
1992
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Steinlager sponsors the 1992 New Zealand challenge for the America's Cup, with Fay's NZL20. |
1992
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Steinlager launches the green export can (as white cans are mainly seen as containing low-alcohol beers overseas) |
1992
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The 'Lust for life' campaign is launched.
Dance like no-one is watching.
Love like you have never been hurt.
Work like you own the company.
Live like there is no tomorrow.
Sing like no one is listening.
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1993
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A replica hull of Steinlager 2, skippered by Sir Peter Blake, is erected in downtown Auckland. |
1994
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The Steinlager logos on the All Blacks' jerseys have to be covered up during their tour of France, owing to local laws restricting alcohol sponsorship.
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1994
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Steinlager is launched in Finland. |
1994
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A new logo is designed, introducing the bottle-green and gold colours.
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1995
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Sales of Steinlager soar as Team New Zealand wins the America's Cup in San Diego. Team New Zealand celebrated an outstanding 5-0 victory over Dennis Connor's 'Young America'. Team New Zealand was skippered by the great Sir Peter Blake, and New Zealand became only the second country in 144 years to take the America's Cup from American shores.
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1996
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Steinlager celebrates with the All Blacks their first series victory on South African soil.
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1997
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The Rolling Stones's Mick Jagger and Keith Richards agree to Steinlager using 'Paint it Black' in an advertisement. |
1998
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Steinlager launches the 'Superbowl' commercial, and Steinlager is available at the Superbowl.
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1998
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The Steinlager Jeroboam is launched.
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1998
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'Seanlager' is produced in honour of the recently retired rugby great Sean Fitzpatrick.
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1998
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The silver fern is added to the labelling on Steinlager bottles, and a taller pint bottle is now used. |
1999
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Adidas takes over from Steinlager as the jersey-naming-rights sponsor of the All Blacks. Steinlager becomes the offical beer of the All Blacks and uses the new tagline 'Unconditional Supporter' of the All Blacks. |
1999
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The 'Crisp Clean Bite' campaign is launched.
  
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2000
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Team New Zealand successfully defends the America's Cup on home waters, becoming the first country to defend the cup outside of the United States, and we did it 5-0. Auckland's Viaduct Harbour is awash with celebrations.
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2000
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Steinlager Premium Light is launched. |
2000
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Steinlager sponsors the New Zealand Golf Open. |
2001
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Steinlager Premium Light sponsors the Air New Zealand Triathlon Pro Tour.
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2001
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Steinlager and Karen Walker introduce the 'Dare To Be' scholarship, with the prize winner receiving a semester at the prestigious Parsons School of Design in New York. |
2001
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Steinlager sponsors the New Zealand Golf Open.
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2002
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Steinlager sponsors the New Zealand Golf Open and the golfing world takes notice, with Tiger Woods being the focal point of interest. |
2003
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Steinlager signs a new deal with the New Zealand Rugby Union becoming major sponsor of the All Blacks. |
2003
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Team New Zealand suffers a heart-breaking 0-5 loss to Allinghi and farewells the America's Cup from New Zealand shores. |
2005
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Steinlager becomes available on tap at the Walkabout pubs in London. |
2006
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Steinlager wins 'Best in Class' in the lager division at the 2006 Australian International Beer Awards (AIBA). |
2007
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Steinlager Pure is launched in New Zealand.
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2007
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Steinlager Pure launches new TV advertisement with American Actor Harvey Keitel.
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2007
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Steinlager signs a new deal with the New Zealand Rugby Union becoming the 'official beer of the All Blacks'. It has now been a sponsor of the All Blacks for more than 21 years. |
2008
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Steinlager Pure launches a new TV advertisement with American Actor Willem Defoe. |
2008
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Steinlager Pure is launched internationally in Hawaii, the United Kingdom and Australia. |
2009
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Steinlager Classic steps up and rebrands with a fresh new look.
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2009
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The latest member of the Steinlager Family is launched - Steinlager Edge
Steinlager Edge. Mid Strength. Full Flavour. Full Life.
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