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Lion has responded to declining sales across its XXXX brand range by launching a new dry variant under the historic brand. While Lion already has a number of offerings in the dry category, Darvill said it was important to have a beer under the XXXX brand. This has been designed for people who like the taste of a lager but want the ultimate refreshment that we know is critical for the Queensland climate. The launch comes as the flagship XXXX Gold continues to decline in the market, falling to below 10 per cent market share. While retaining the number one rank for volume, it has been overtaken by growth brand Great Northern in terms of sales value. The launch will be supported through a large-scale campaign across TV, billboard, digital and radio.

It enjoys wide popularity in the state of Queensland, where it is commonly found on-tap in pubs and bars. The XXXX brand was first introduced in and is a throwback to the long-standing tradition of using Xs to indicate the strength of an ale. In the past, these have included:. The yellow-and-red label still bears this town's name. XXXX has been brewed in the Castlemaine Perkins Milton Brewery since its introduction, and has featured an artist's sketch later very stylised of this brewery on the label of beer bottles and cans.

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