First brewed in 1925, Waikato Draught is an iconic brand built on tradition.
Waikato Draught, one of New Zealand’s most iconic beers, has celebrated its centenary this year. The brand’s story began with a pioneering brewer and astute Welshwoman, Mary Jane Innes.
Thought to be the first New Zealand Brewery owned by a woman, she took ownership of Waikato Brewery in 1900 and ran it with her son. Waikato Breweries and Waikato Draught came into Lion’s ownership in 1961.
“Waikato is more than a beer; it’s the spirit of Waikato. It’s known for its strong malty flavour and well-defined bitterness, and through the decades, the loyalty of its fans,” said Lion NZ Waikato Draught Marketing Manager, Kris Hansen.
“In 2009, after a spate of thefts, three diehards famously stood guard over Waikato billboard skins in the cold, rain and fog – the kind of dedication only Waikato Draught inspires.”
Waikato Draught’s ties to Waikato Rugby Union since its earliest days helped to cement local loyalty. In 1996, it became the inaugural sponsor of the Chiefs in the first Super Rugby competition, a partnership that has continued today.
“No celebration of Waikato Draught would be complete without Willie the Waiter. The unflappable mascot in a white jacket and bow tie has been serving up the mighty Waikato since 1945 and is celebrating his 80th birthday. Originally sketched by hand, Willie is beloved by fans and intertwined with Waikato Draught’s legacy.”
To celebrate 100 years, Lion has released limited-edition centenary 12-packs, and popularity has far outstripped demand. The first production run almost completely sold out in just a few weeks.
A series of local promotions and events will continue across the Waikato region over the next few months.
