Lion in the Community


Community Investment Overview

Our Community Investment Program includes four key focus areas – positive relationships, a positive drinking culture, better nutrition for all and the preservation of our lands and natural resources.

We’re committed to deep partnerships with a small group of community partners in each investment area to ensure we can make a measurable impact.

Positive Relationships - Strong Families and Communities

Research demonstrates a person’s ability to enjoy healthy sociability and high standards of wellbeing is dependent on solid mental and physical health, good social skills, quality relationships, positive parenting and strong communities. Deficits in these areas are the underlying causes of misuse of food and alcohol and also anti-social behaviour. Lion is proud to support two evidence-based community programs aiming to grow community resilience in all these areas:

  • Uplifting Australia

    Uplifting Australia works with parents and children to improve parenting skills along with knowledge and self-esteem and personal and social skills among kids.

    Its core program, ‘Camp Out With Kids’, offers parents and children the opportunity to spend a night camping together on the school oval and engage in a range of programs that strengthen the parent-child bond, celebrate the child’s unique talents and therefore their self-esteem and build empathy and communication skills. The program also includes a session for parents on positive parenting.

    For more information go to

  • The Graeme Dingle Foundation

    The Graeme Dingle Foundation in New Zealand previously known as Foundation for Youth Development (FYD) offers a schools-based program for kids proven to improve their personal and social skills and self-esteem for many years to come. Through Lion’s investment, the Graeme Dingle Foundation is expanding its Kiwi Can program to over 1,000 more kids in South East Auckland, improving their social connectedness, relationships, resilience, behaviours and academic attitudes and engagement.

    The targeted cluster of schools is located close to Lion’s lead brewery in New Zealand, The Pride in Tamaki. While Kiwi Can is a program for all kids, Tamaki experiences high levels of social deprivation and is a great opportunity to make a measurable difference.

    For more information go to

A Positive Drinking Culture

Without a positive drinking culture – where people drink for the right reasons and are sociable without causing harm to themselves or others – we will not achieve long-term, sustainable growth.

We invest in initiatives that improve drinking behaviour and attitudes and in targeted intervention with at-risk groups. This includes two major partnerships in Australia and New Zealand:

  • DrinkWise Australia

    Established in 2005 by Lion and its industry partners, DrinkWise Australia is an independent not-for-profit organisation aiming to make a real dent in alcohol misuse and underage drinking. Lion contributes over a million dollars annually to high profile campaigns including ‘Kids absorb your drinking’, which encourages strong parental role modeling, and ‘Drinking – Do it Properly,’ an innovative campaign which aims to make responsible drinking aspirational among 18-24 year olds.

    For more information go to

  • Cheers!

    In New Zealand, Cheers! aims to help New Zealanders to understand the drivers and effects of their drinking behavior and make smarter choices as a consequence. Cheers! has enlisted Lion’s trusted brands to get the message through with a range of exciting initiatives like Steinlager’s ‘Be the artist, not the canvas’ campaign.

    For more information go to

Preserving our Lands and Natural Resources

As a major manufacturer we believe it is our responsibility to help preserve our lands and natural resources for current and future generations and we are investing in two initiatives to improve environmental outcomes along our supply chain:

  • Landcare Australia

    Landcare Australia is a national network of thousands of locally-based community groups who care for Australia’s natural resources. Lion partners with Landcare to support its farmers in improving productivity, profitability, and sustainable resource management on farm.

    For more information go to