At the heart of Steinlager is the idea of challenge.
Steinlager was born from a challenge. In 1958, the infamous Black Budget cut beer imports and the challenge was put out to New Zealand brewers to produce a lager of International quality The response was Steinlager - half a century on, it is firmly established as New Zealand's top selling premium beer. Challenge has always been at the heart of Steinlager and it has certainly never shied away from confrontation. It started by taking on the best beers in the world.
In 1977 Steinlager won the Les Amis du Bin Award, the most prestigious beer award in the world. Steinlager followed it up by winning again in 1978 and to really prove it wasn't a fluke, again in 1979 and 1980.
The establishment didn't like the fact that this upstart from the bottom of the world had taken out a mortgage on their cup and promptly sent a letter asking that Steinlager didn't enter again.
By then Steinlager had won the title of 'The best beer in the world' - so the point was made. Steinlager stands alone as New Zealand's most internationally acclaimed premium beers.