Richard Westenra

Steinlager have released a new beer: ‘Steinlager Edge’.

This isn’t the first Steinlager spin-off. They currently also sell the Harvey Keitel-endorsed Steinlager Pure, for those who like Steinlager ‘Classic’ but feel they weren’t being charged enough for it. Additionally, the Wikipedia page on Steinlager lists three other extinct variants, including ‘Steinlager Super Cold’, billed simply as ‘Steinlager Classic served at 0 degrees Celsius’.

Steinlager Edge is ‘New Zealand’s first mid-strength, full flavoured premium lager’ – ‘mid-strength’ indicating that it is 3.5% alcohol-by-volume (ABV). This places it squarely between light beer (2% alcohol) and premium full-strength beer (5%). However, its price is similar to ‘classic’ Steinlager, meaning that if you buy Steinlager Edge then you are clearly a person who is willing to pay the same amount of money for less alcohol content. That sounds a little dumb to me, but maybe you really like the taste of beer but you only want your drunkeness to be 70% of your normal level. I guess I can understand that.

However, the name Lion Nathan have chosen for their new product astounds me. What, exactly, is it supposed to be the ‘Edge’ of? As a mid-strength beer, it lies squarely between light beer and premium beer. It is marketed at busy professionals who drink beer because they like the taste but don’t like to get boozed.

There is no manner in which this beer is edgy. If they want it to sound like it is, they might as well just call it ‘Steinlager XTREME 2 tha MAXX!!!’. I can only imagine that its name is intended to reflect that the beer sits tenuously on the edge of what New Zealand consumers are willing to pay for.

Other famous Edges

According to NZX, Geoff Griggs of the Society of Beer Advocates (There’s a Society of Beer Advocates? What are their meetings like?) says the move is a ‘”logical extension of a very powerful brand” but questioned whether there would be much demand among thirsty Kiwis.
“Traditionally, mid-strength has not been very strong in New Zealand because our mainstream beers are only typically 4 per cent, so you’re only talking half a per cent less than our mainstream beers,” he said.
“That said, if you’re a premium lager drinker who wouldn’t be seen dead drinking those old- fashioned New Zealand draughts, then a 3.5 per cent option for drivers or lunchtime drinkers does make some sense.”‘

Will there really be a market in New Zealand for a lager that provides significantly less alcohol content for about the same price? Anyone want to place a bet on whether it will still be around in two years’ time?