High Falls to import Lion Nathan brands

Modern Brewery Age, Feb 14, 2005

Lion Nathan of New Zealand has announced that the High Falls Brewing Co. of Rochester, NY, will now serve as its exclusive distributor in the continental U.S. Currently there are three brands in the portfolio--Steinlager, and the Australian brands James Squire and Tooheys. For the past four years, these brands have been imported by New World Beverages, a subsidiary of Lion Nathan.

"By aligning ourselves with High Falls, we are confident our brands will be a meaningful part of High Falls sales and salesperson focus," said Jack Talbot, export director for Lion Nathan. Don Cotter, High Falls v.p. and general sales manager, said that High Falls was delighted with the deal. "The inclusion of the New World Beverage salespeople and distribution network compliments our existing salesforce," he said. "We look forward to working with our distribution network to increase the penetration of Steinlager in its existing markets and introducing it to new markets across the country." Cotter said the agreement became effective January 1, 2005, and new market introductions for Steinlager will begin in the spring.