Taking the lion’s share of export markets

By Chris Ranasinghe 

Sri Lanka’s export trade will gain a further impetus with the reintroduction of GSP Plus and Sri Lankan brands will once again have added opportunities to expand their footprint in Europe and beyond. With GSP Plus, Sri Lanka as a beneficiary, will enjoy reduced or zero tariffs for goods and export that adhere to international regulations. 

However, many Sri Lankan brands and products have already made an impact in Europe and the world over, including tea, garments, spices and other manufactured goods. These products and brands play a pivotal role in promoting Sri Lanka and its values to consumers around the world 

Sri Lanka’s premier brewer, Lion Brewery (Ceylon) PLC, is a long-standing global exporter of the country’s finest brews. Having commenced export operations in 1999, Sri Lanka’s Lion Beer is present in the US, Canada, United Kingdom, France, Italy, Switzerland, Croatia, Africa (16 countries), Japan, Malaysia, South Korea, Vietnam, Thailand, Singapore Australia and the Maldive Islands. 

The brand caters to Sri Lankan communities there, and has also carved a niche amongst foreign beer connoisseurs around the world. The late great beer master, Michael Jackson – not the King of Pop, once even endorsed Lion Stout as the ‘Best Beer in the World’, a testimony to the superior quality and taste proffered by the brand. What makes the Lion story compelling is that the brand has not resorted to mere export of beer as a commodity, but instead chosen to aggressively market the Lion brand internationally leading to greater visibility and acceptance of the country and its quality produce. 

In America’s entertainment capital, Broadway in New York, Sri Lanka’s premier brew sits alongside America’s largest and most popular brand, Budweiser. Lion is marketed as at ‘The Lion King’ theatre show, which has been running daily for over 15 years. Lion stout has been obtained high profile listings in ‘The Big Apple’ New York City – where it is often the only Asian beer at popular restaurants and bars. Lion is also available at other high profile venues in the city such as the Trump Golf Club and the Time Warner Building.  Lion enjoys similar high profile listings at top end bars and restaurants across Europe, Africa and Asia. Lion is sought after and promoted by a passionate Sri Lankan expatriate community who have taken our beer into the hands of local consumers. 

Endorsements by consumers and high-profile beer connoisseurs have made it easier for the brand to obtain listing at premium destinations and supermarket chains across America and Europe and is word of mouth marketing for the Lion brand. 

The company is constantly looking to expand into new markets, and recently added Croatia as a new export destination for Lion. 

Brand building is done closely with Lion’s overseas distributors who provide the ground support to develop a loyal consumer base. 

Execution of marketing programs is managed by the distributor staff and contracted agencies, and the company has registered the LION trademark in several parts of the world. 

What is impressive is the global awareness and world class image the brand brings to Sri Lanka. Lion Beer has put Sri Lanka on the minds and maps of consumers globally, as a destination with colour, passion, quality, history and the penchant to produce some of the best beers in the world. It creates awareness for tourism, manufacturing and potential investment – and Lion has succeeded in engaging the Sri Lankan expatriate community in becoming ambassadors for the brand and Sri Lanka. 

This is the kind of value that we must extract from the brands and produce we export. It mustn’t be restricted to foreign exchange and income, but be viewed as a more holistic marketing and branding tool for the country as a destination and experience.  The expatriate community presents a strong marketing tool, as Lion has done with the communities in cities such as New York, London, Paris, Seoul and Melbourne. 

(The writer is a Marketing and Brand Consultant and Promoter based in London serving local and international brands for over a decade.)